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The gap between academia and the real-world music business took centre stage at the University of the West Indies, Mona, on March 12 as industry leaders, artistes and students gathered for the inaugural Essential Notes: A Glimpse Into The Music Industry seminar—an initiative inspired by artiste manager and author Demonie “Squidell” Wilson that delivered rare, practical insights into navigating the global music landscape from a Caribbean perspective.
Held at the Neville Hall Lecture Theatre within the Faculty of Humanities and Education, the seminar drew hundreds of attendees eager to gain first-hand knowledge from professionals who have helped shape the modern music industry. The event was inspired by Wilson’s recently published book of the same name, which explores the complexities of the music business through his experiences as an artiste manager and A&R executive.
Proceedings began shortly after 6:00 p.m. with opening remarks from Dr. Dave Gosse, Director and Senior Lecturer at the Institute of Caribbean Studies at UWI Mona. The evening’s programme was then guided by student ambassador Sabrina Barnes, who introduced an engaging fireside chat between Wilson and media personality Tricia “ZJ Sparks” Spence.
During the discussion, Wilson shared candid reflections on several chapters of his book, weaving personal anecdotes from his journey within the music industry. One of the most resonant messages of the evening centred on financial discipline and long-term vision.
“The moment you make US$1,000, US$1 million is within reach,” Wilson told the audience. “However, it won’t happen if we continue to perceive success the way we do—splurging money on things that make us look successful rather than making investments that actually build wealth.”
The seminar’s second segment featured an industry panel moderated by Dr. Dennis Howard, lecturer at the University of the West Indies. The discussion brought together a diverse group of professionals representing key areas of the music business, including two-time Grammy-nominated reggae artiste Jesse Royal, Billboard and Grammy-winning producer Ainsley “Notnice” Morris, Grammy and Oscar-winning music executive Natalie Prospere, international booking agent and artiste manager Gary “Riga” Burke, and music analyst and publicist Raymond “Shadow” Small.
The conversation covered a wide range of topics including artiste development, music production, publicity, international booking strategies and the evolving structure of the global music marketplace. Attendees were given practical advice on navigating an industry that is increasingly driven by digital platforms, strategic branding and global connectivity.
Speaking on the significance of initiatives like the seminar, Dr. Howard emphasised the importance of maintaining a strong relationship between academia and the creative industries.
“It’s very important to establish direct links with the industry, which the programme has always done through guest lectures and residency programmes, including an artiste in residence, a professional in residence and an entrepreneur in residence,” Howard explained. “Our internship programme is also crucial to linking industry and academia. A strong connection with the industry keeps us agile in terms of relevant content and current practices.”
Howard also noted that the department hopes to build a long-term partnership with Wilson and continue strengthening ties with industry stakeholders.
“We look forward to a long-term relationship with Squidell and we will continue to work with the industry, as we did in February with the Lost in Time production team led by Protoje,” he said.
For panellist Small, the evening underscored the importance of strategic thinking in building a sustainable career within the entertainment sector.
“The main takeaway was the importance of approaching the industry intelligently, regardless of the area you operate in,” Small said. “It is essential to understand the various aspects of the business and apply them strategically in order to build a successful career. Additionally, having a global mindset—rather than focusing solely on local success—is crucial.”
Following nearly three hours of discussion and a lively question-and-answer segment with audience members, panellists were presented with commemorative awards in recognition of their contributions to the industry.
The evening concluded on an energetic note with performances from Chi Ching Ching and Yaksta, further underscoring the event’s celebration of Caribbean music culture.
Among the notable figures in attendance were Dr. Anthony Haughton, Dr. Kadamawe Knife, reggae and dancehall star Popcaan, Jah Vinci, Nordia Mothersille, Yaadcore, Govana, Nate Bad, Simon “Skygrass” Bowden, Zagga, Major Myjah, media personality Naro of The Fix Podcast, veteran deejay Nitty Kutchie, and People’s National Party representative Nickiesha Burchell.
With its strong turnout and engaging dialogue, the inaugural staging of Essential Notes: A Glimpse Into The Music Industry has set the stage for what many attendees hope will become a recurring platform where students, creatives and industry professionals can connect, learn and collaborate in shaping the future of Caribbean music.
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