West Indians everywhere awoke on Monday morning to the fervent sharing of a solitary Instagram post that started "Today we made history." ...Chills.
Machel Montano’s electrifying debut on NPR’s Tiny Desk concert series was more than a milestone for soca music—it was a cultural moment that reverberated far beyond the Caribbean. For the uninitiated, Machel Montano (or double M) is a Trinidadian powerhouse, a global ambassador for soca, and a living legend on the regional music scene. His Tiny Desk performance which debuted on Monday represents not just a triumph for the artist but a strategic lesson in branding, storytelling, and cultural export.
From a public relations perspective, Machel's appearance on this global platform is a masterclass in leveraging culture to break barriers and reach new audiences. Here’s 5 lessons Caribbean brands, artistes, and organizations can learn from the King:
1- The world is ready for 'we culture'
Tiny Desk is renowned for spotlighting artists with distinct identities and unique sounds; so Machel's performance on this platform wasn’t just a showcase of talent, it was a celebration of Caribbean culture. From the set list to the band’s energy, Machel (as always) encapsulated the essence of soca, fête culture, and Carnival—the freedom, joy, and spirit of the Caribbean.
For Caribbean brands, this is a reminder of the power of authenticity. Global audiences are increasingly drawn to genuine, unfiltered cultural narratives. Machel didn’t dilute soca for mainstream appeal; instead, he invited the audience into the vibrancy of his world. The lesson? Stay true to your roots while telling stories that resonate universally.
2- Strategic partners are crucial
NPR’s global reach and reputation for curating diverse music made it the perfect stage to elevate soca to new audiences.
This move highlighted one of the first lessons you learn in communications theory: the medium is the message, coined by Marshall McLuhan, this simply means that oftentimes the medium you choose is as important as the message you're sending. Caribbean organizations and brands aiming to expand their influence must identify platforms that align with their values, offering the right mix of credibility and exposure.
3- Don't lose your target audience
Machel's performance struck a delicate balance between nostalgia and novelty. Longtime fans reveled in his classic hits, while newcomers experienced the infectious energy of soca for the first time. By doing so, he created a moment of cultural inclusivity, welcoming global audiences into the Caribbean story.
Brands can learn from this approach by crafting campaigns that honour their history while remaining relevant to evolving markets – think of the crisis Jaguar faced with their recent rebrand. Bridging the past and present allows for deeper emotional connections with diverse audiences.
4- The Caribbean has (always had) global appeal
Soca's place in the global music landscape is undeniable and this performance demonstrated by the engagment of the diverse audience that soca isn’t a niche genre but a movement with universal appeal. The set choice and musical arrangements from the talented Caribbean band demonstrated the genre’s versatility and ability to transcend borders.
Caribbean brands should adopt this mindset when promoting the region’s culture. Positioning Caribbean offerings—be it music, tourism, or fashion—as globally relevant while rooted in authenticity can shift perceptions and open new markets.
5- Caribbean Excellence is a brand
The Soca King's Tiny Desk debut reflects what happens when Caribbean creatives aim for global excellence. It’s a reminder that the Caribbean is a powerhouse of talent, innovation, and creativity.
For brands, this underscores the importance of positioning the Caribbean not as a secondary market but as a source of world-class talent, ideas, and experiences.
Encore
Machel Montano’s Tiny Desk performance is more than a personal triumph; it’s a win for the entire Caribbean. It showcases the global potential of soca and reminds us of the region’s ability to captivate the world through authentic, high-quality storytelling.
For brands, artistes, and organizations across the Caribbean, the message is clear: lean into your culture, choose your platforms wisely, and tell stories that transcend borders. The world is watching—and now is the time to take centre stage.
Are you a Caribbean brand ready to tell your story? Thomas.A Public Relations is a Caribbean public relations agency based in Barbados and working with leaders to export the best of what we have to offer with the world. Send us an email or book an appointment to get started.
Comments