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By the time Nikki Shannon Fernandez takes the microphone at the Music Mastery: Empowering the Sound Industry Workshop, it will be clear that she is not the average industry speaker. The New York-based singer, songwriter, and creative entrepreneur is hard to miss – with her vibrant hair, the personality to match, and a voice powered by lived experience.
Fernandez will lead the Intellectual Property and Technology in Music session of the workshop, a space where abstract industry jargon is replaced by real talk. She is prepared to speak to Caribbean creatives about piracy, gaps in copyright laws, under-representation on streaming platforms, and the tech disruptions – from AI clones to algorithm bias – that chip away at an artiste’s earning power. Fernandez is not afraid to call things as they are.
“Everything in the music business is really a marketplace between buyers and sellers,” Fernandez explained. “We tend to overcomplicate everything else, but that’s the basis of what the music business really is. That balance is way off when it comes to Caribbean artistes.”
Her perspective is rooted in practice. With more than 30 years of experience spanning artiste development, branding, career scaling, performance, and production, the fireball creative has worked alongside musical giants like Country Music Award-winning singer Robbie Dunn, renowned ‘Queen of Country’ Reba McEntire, and Brit Award-winning singer Joss Stone, fusing country, soul, rock, and even reggae into something both familiar and unexpected.
But while her sound blends the different genres, it was a journey from Kingston, New York, to Kingston, Jamaica, in 2014 that ultimately shaped her mission. Fernandez always knew music was her calling, but it wasn’t until she landed in Jamaica – for what was supposed to be a simple trip – that everything clicked. That trip led to her début album Kingston to Kingston, produced with members of the Ruff Kutt Band and the late Winston Bowen and which chronicled her musical rebirth. At the launch, held at Kingston’s CRU Bar, Fernandez delivered performances of Heart Cries Out and H.I.M. (from the album) with tears in her eyes and fire in her chest, backed by Tuff Gong collaborators and Julian Marley himself. She was described as raw, edgy and real. That hasn’t changed. But her focus has certainly expanded.
“Jamaica is a place where no one is invisible,” Fernandez said at the time, and that raw, emotional connection transformed how she saw herself as both a creative and a human.
She added, “My deep connection to Jamaica definitely began in 2014 when I instantly felt a profound sense of home and belonging. Jamaica’s rich musical heritage and strong sense of community resonated deeply with me. I share that same creative energy and understand the challenges of navigating spaces that don’t always recognise or support emerging voices. This inspired me to contribute meaningfully by creating pathways that affirm Jamaican and Caribbean artistes’ value in the evolving global music landscape. To be sure they know they are seen and heard.”
That sense of shared purpose drives her work today. Fernandez is deepening her commitment to Caribbean artistes not just creatively but strategically. Through her new venture, Up All Night, she is building a platform to support up-and-coming acts structurally, blending strategy, mentorship, and business savvy with respect for culture and storytelling. The company is already active, though the music division of the website is set to launch in the coming days.
Known among peers as a bold connector and educator, Fernandez specialises in advocating for high-potential partnerships and bridging creative vision with business strategy – always with a deep respect for identity and innovation. She has curated a lesson plan, and with her thoughtful, dynamic approach, she is expected to deliver intuitive experiences and impactful results.
“I aim to share insights and practical knowledge that empower participants to access their full potential – both personally and professionally. My goal is to equip them with the tools, confidence, and industry understanding necessary to take meaningful strategic action and advance their careers with intention and clarity,” Fernandez said.
For Fernandez, her role at Music Mastery isn’t just a spotlight moment. She is shifting the narrative, one voice at a time. She highlighted that workshops like these are important “to raise awareness of the region’s creative excellence; to reinforce that artistes are not alone – they have support – and to educate, advocate, and cultivate a culture of growth and mentorship that carries forward”.
The Music Mastery Workshop will be held on Wednesday, August 13, at the Office of the Ministry of Culture, Gender, Entertainment and Sport. It is funded by the ACP-EU Culture Programme and implemented by UNESCO, the CARICOM Secretariat, and The University of the West Indies.
English (US) ·