So you sing Soca huh? That’s Nice
In St. Vincent alone we have a size-able number of soca artists, some a lil bit more well-known than others. Every year like clockwork about two months before the big jump up day that is Mardi Gras we are bombarded by a plethora of … ‘listen to my new song’appeals all over the place. One can only imagine the email inboxes at the radio stations *sigh*.
Singing a few songs once a year is all cheery and nice but frankly… it’s no longer enough. For any artist to be successful in the business, if you’re really serious about being a Soca Artist, you can no longer just see yourself as a singer, you must envision yourself as a product!
So how about trying a lil self-branding…
Yes, not just for Hairoun and LIME anymore, artists need to brand themselves and in turn become the brand. So you came out with an amazing new song, FANTASTIC! Good for you… what now? U email it to the radio stations and you put your feet up and wait for the promoters to call? (._. ) ( ._.) *tumble weeds roll by*
First up, if you’re not on some manner of social media, get off your rocking chair and get to work!
Every soca artist should have either a Facebook page, a Twitter page or both and all MUST HAVE a SoundCloud, Youtube channel or similar online audio hosting/sharing account! MUST MUST MUST HAVE TO… MUST! Your business is audio, you need to have a place where people can hear your work, be able to download it if possible and where you and the public can quickly share it from! Look at what Problem Child does.
 A lot of soca artists are on twitter but don’t tweet… erm… kudos, good job lad… *SIDE EYE*
          If you have a twitter account, USE IT.
And don’t just be shouting at people ‘LISTEN TO MY SONG, LISTEN TO MY SONG!!!’
Tweet about what you’re doing, shows you’re doing, projects you're working on, things you like, show us what you’re your wearing, because personal style is also part of building a brand… look at what Problem Child does…
Also when people message you, RESPOND! Even if it might feel like silliness, a simple 'Thank You' can get you a LONG ASS WAY… (Vincentian people especially real sometime-ish and strange ah nah, we nuh easy at all LOL,  so you best get extra SOCIAL!)
And Twitter isn’t just for carnival. Iwer George’s Twitter only works during Trini carnival, which is ironic coz he self sing ‘…the people want to knoooowwww, after d carnival what a soca artist does doooooooo…’
YES!!!! WE WANT TO KNOW WHO YOU ARE WHEN YOU’RE NOT ON STAGE TOO!!! This is how bonds are built with fans, we need to know you’re not a robot! (check out Sarah Mark’s Vid by the way)
Yes it will have those annoying trollers who out there giving you hell, just send them a nice smiley icon because it is always important to
            BE POSITIVE & TWEET POSITIVE.
Imagine tweets going on endlessly about 'getting fight down left, right and centre' and 'everybody is a hater'… erm… ain't nobody got time fa dat… seriously, no one wants to read that mess whether on Twitter, Facebook or hear it in public or on stage. Yes, things aren’t easy, promoters can be c***s, radio stations might not be playing your stuff as often as you like but ranting every 3 minutes ain’t gonna build your fan base.
Other things to be considered.
New song is out and you’ve sent it to the stations. Great! You got any artwork for that? When last did you take a promo pic? You know that pic that if you’re doing a show the promoter will use on his flyer…. SAY CHEESE!!!
Don't forget to socialise... go to fetes even if you're not performing. Being seen off stage is just as important with being seen on stage!
Video Maybe? It doesn't always have to be some over the top production, Fryktion & Problem were always making this really fun promo vids for their songs… Look at what Fryk did... over 14,000 views eh
The visual representation of your work is ridiculously important. You need to create a consistent look and feel for all the work you do. Look at what Machel does.
Write a lil something about the song, how the concept came about, how the work came together, who you worked with… look at what Machel does.
Is it a good track, can a remix be done? A follow up track expanding on the theme, is there someone you think compliments your style? COLLAB anyone…(and it doesn't always have to be music related) Look at what Machel does.
Money is not always the easiest thing to find, but if you do some research, spend smart, you can still get by.
So that friend of yours who is always doing really cool graphics, maybe you guys can work out a little arrangement. His work gets out there, while making your product look more professional.
That other singer has a similar or complimentary vibe… HEY! Wanna do some work. Those people in the drama club, they’re putting together some amazing work… hang on, I need a performance for Soca Monarch… well hello friends!
Collaboration is key! No one person has all the answers. I know some people want to control every blasted step of the process but that will only get you so far. Collaboration is necessary. If you can work with different producers, writer, artists, creative, your work will only benefit from the input of different perspectives.
Last but not least… BE BLOODY HONEST
A lot of people out there singing who probably better suited for a different career choice. Be honest with yaself guy.
However I think the biggest problem in this industry is that too many people surround themselves with 'YES Men and Women'. You produce a great track, yes yes yes, it’s awesome… you produce a mediocre track, yes yes yes, it’s awesome… you produce shit, yes yes yes, it’s awesome. Houston we have a problem!
Everyone needs at least one person in their circle who will be honest and give CONSTRUCTIVE critique. So I don’t mean Miss Muggy god son from down the road eh, someone on your team whose opinion you respect and who actually knows something about music and what you you’re trying to achieve with your craft. Someone who will say, ok, this bit sounds good but the key is off here, maybe switch up the phrasing on this verse, be able to tell you, this performance idea need beefing up, these flyers look good but maybe change the font here, it's hard to read.
If you don’t have someone to do that and you can’t be impartial enough to be like ok, this isn’t great, then you’re in for a world of wasted studio fees. And be READY to hear that criticism, don't get vex when they tell yo fo wheel and come again!
Also be mindful of the quality of your work… what are your lyrics saying? Was there an actual thought process? This riddim you’re on... does it work, does it have a good vibe? And this production work, does it sound like something that can actually be played on the radio? Be honest!
A lot of people make a lot of music that is only fit to be played on your home computer… there are standards for everything. It is better to save up and get one song professionally produced and mastered than to put out 10 crappy tracks no radio station will ever play and probably not because it’s a bad song, but because the sound quality is just terrible!
So remember guys, best foot forward, work hard, take risks but always remember think long term. This isn’t just about Vincy Mas 2013, this is about Vincy Mas 2014 and beyond, Crop Over, Spice Mas, Antigua Carnival, Labour Day, Caribana, Notting Hill, Berlin Carnival, Trinidad Carnival, etc etc and all the times in between… create an image around what you do, promoters want to book professionals and professionally presented people, creating your brand is just as if not more important than just producing good music.
 *I know I mention Problem Child and Machel alot but it's because I think they're doing a great job in branding. Skinny Fabulous also has built up a great brand for himself and can now do shows like Black Rave and his Kiddies carnival off his own merit! These things however do not happen overnight... don't be afraid to talk to the people who are making strides in the business. Learn as much as you can by looking at these guys. A good branding exercise is 3Zero rum from Machel... from presentation to marketing, he sang about 3 songs just about rum this year, that isn't a coincidence... think about it*
 Here are a few Vincy Soca people you might like to follow on Twitter
Problem Child @vincybadboy
Royall @ROYALLmadness
Skinny Fabulous @skinnyfabulous
Shaunelle Mckenzie @shaunellemusic
Luta @lutasvg
Maddzart @maddzart
Icon @scampacon
Kevin Browne @Kev1n_Browne
Hance @HanceJohn
Recka @R3cka
Columbian @Columbian3D
Kevin Lyttle @kevinlyttle
Fya Empress @fyaempress
Danielle Veira @danielleveira
Megga Wattz @DonFreshovic
Fryktion @fryktion
4th Dimension @Lester_aka_MACK
Kubiyashi @kubiyashi
WettyBeatz @WettyBeatz
Jeanie Patterson @J_TheGuru
