Festivals minister encourages Soca artists to think like entrepreneurs

Festivals Minister Daryll Matthew has called on Soca artists to adopt a more business-oriented approach to their music careers.

At a press conference yesterday, Matthew emphasized the importance of strategic planning and marketing for artists looking to make their mark in the competitive world of Soca music.

“The onus really has to be on the artists themselves to produce a product that people want and that people want to hear,” Matthew stated, highlighting the need for artists to take initiative in their careers.

The minister drew parallels between the music industry and other businesses, suggesting that artists should develop comprehensive marketing plans.

“Whether you own a shoe store, a car company, or a business that produces music, you have to have an appreciation for the fact that marketing your product is required,” he explained.

Matthew pointed out the benefits of early music releases, citing the success of Claudette “CP” Peters’ hit song “Not You” from the previous year. “She put out her song around February, and it totally dominated the airspace in Antigua and Barbuda,” he noted.

This year, he observed a positive trend of artists releasing music earlier, resulting in increased public engagement.

The minister encouraged artists to view their craft as a business venture, suggesting they might need to “hire someone to manage that” or “work with media partners and come to strategic alliances with media houses, radio stations, particular DJs, and promoters in Antigua and Barbuda.”

Matthew also stressed the importance of quality in both production and performance. He expressed confidence that with persistent effort and high-quality output, local artists could achieve regional success.

“Once they are able to penetrate the airwaves in Antigua and Barbuda, and the quality of the music is good, and the production is good, and the performance is good, they will be able to go regional,” he asserted.

This advice comes as part of a broader initiative to bolster the local music scene and elevate Antiguan and Barbudan Soca artists to the regional stage.