NCF working with soca artistes to reclaim prominence in artform

The National Cultural Foundation (NCF) and key players in the soca industry are on a mission to return the local artform to a position of prominence.

And they are adopting a multipronged approach to achieve this goal. Some of the plans were outlined by the NCF’ Chief Executive Officer Carol Roberts at the media launch for the Soca 4.0 show held in the car park of the foundation on Thursday.

Roberts underscored the importance of competition, but noted, “We also thought that it was time to take a step back, refocus, repurpose, recharge, wheel and come again with the very best Bajan soca that we could produce. We also acknowledged that coming out of COVID money was a little tight, so we asked ourselves the question, ‘if you only have a certain amount to spend, what would you spend it on to get the best value for money?’”

She said following the pandemic there was a need to assist with the repositioning and rebranding of local soca artistes to ensure they can maintain a livelihood using their craft.

“We noticed that at the major events, the major carnivals over a period of time, fewer and fewer Barbadian soca artistes were being featured, and we thought that we needed to do something about it,” she explained.

She said this realisation prompted the initial meeting with the stakeholders. They were subsequently set up in sub-committees to formulate a plan of action.

“We spent several hours framing out what we needed to do to ensure that Bajan soca returned to pride of place at carnivals, fetes and events all across the diaspora and beyond,” Roberts outlined.

She said that partnerships are key to ensuring the promotion of Barbadian music and this has led to relationships being formed with the Barbados Tourism Marketing Inc (BTMI) and the Barbados Hotel and Tourism Association (BHTA). As a first step, from as early as next week, participating local bars and other establishments will be able to showcase the music of the festival using a QR code downloaded onto the NCF’s SoundCloud.

Roberts further explained that soca hubs will be established at some locations mainly on the south coast starting in July where patrons can listen to the music and interact with the artistes. 

Artiste training and development will be a primary focus with the help of external consultants including well known artiste manager Sonia Mullin, who will be ensuring local entertainers readiness for the international market.

The NCF head said, “We will be having a series of sessions where we take the artistes through the process of refashioning, refining, and repurposing their brand to take them back into the world.” The sessions will encompass fashion and styling, media engagement, merchandising, creating EPKs (electronic press kit), and preparing biographies.

“We are in talks to be able to have a presence at Labour Day, to be able to have a presence at Trinidad carnival and all of the other carnivals in between, again mounting the Soca 4.0 campaign,” Roberts added.

On August 6th, the eve of Kadooment Day, will be the final showcase of the Soca 4.0 project. A mega concert will be staged in the National Botanical Gardens, celebrating the very best of local talent. Several artistes, who are celebrating their 40th anniversary in the industry will be recognized for their sterling contribution to the artform.   These musical icons are Terencia Coward, Anderson Mr Blood Armstrong, Edwin Yearwood, Peter Peter Ram Wiggins, and Rickey Lil Rick Reid.

Glitz and glamour have been promised and each stalwart has chosen a team of artistes to be featured in the segment which they have conceptualised. Though the entertainers had free reign to select their cast, the sole stipulation was they include two upcoming artistes. Among those selected in this category are Baje to the World alum Kyrique Alleyne, Tarique Griffith and Asanta. The seasoned artistes will include veteran calypsonians the Mighty Gabby, Mighty Grynner, RPB and Biggie Irie. Bashment soca artistes Scrilla, SugahRhe, Marzville, Mole will be on the cards. In addition patrons of Soca 4.0 will also enjoy a performance by reigning Soca Monarch Mikey.

Many of the artistes involved in the production attended the launch where they enjoyed the Soca 4.0 cocktail created by mixologist Phillip Antoine and treats from the sponsors. 

(STT)

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