Riki Bleau on Shenseea’s Sony Deal and How Since ’93 Is Bridging the Caribbean, Africa, and the World

Bleau started Since ’93 alongside Glyn Aikins, changing the name from Avant Garde — a management and publishing venture that eventually evolved into one of the most influential entertainment brands under the Sony umbrella.

“When I was first in this business, I didn’t have any ambitions or idea about a brand,” Bleau said. “I just had a company and Avant Garde felt fitting in terms of the name and what that meant. But it wasn’t a forward-facing brand.”

Riki Bleau & Glyn Aikins
COURTESY OF SINCE ’93

By 2016, he decided to build an identity that would position him not just behind the scenes, but as a global force in music signings and development. “That’s when I rebranded to Since ’93,” he explained, “and started getting involved with records in terms of signing and licensing masters.”

Work With Popcaan and Caribbean Artists

He managed Popcaan for two years during a pivotal stage of his career, around the Greatest Is He album era — and helped steer tours in Europe and Canada.

“I managed Popcaan for two years. I think I stopped working with him about a year ago,” Bleau shared. “That was around the Greatest Heist period. He toured Europe, Canada, and we built a lot during that time.”

Shenseea’s Deal With Sine ’93, Columbia and Sony Music

Shenseea

Bleau confirmed that Shenseea’s new record deal signed just over a month ago, is between Since ’93 and Columbia Records, both under the Sony Music Entertainment umbrella.

“I’ve known Shenseea for some time,” he said. “I met her back in 2017 when she was managed by someone else. We spoke about working together then, but it didn’t move forward. We kept the relationship, though.”

World Music Views broke the exclusive that Shenseea was no longer signed to Interscope Records under the UMG umbrella in the summer. Shenseea then confirmed that the label relationship ended in November after a two albums and a string of lawsuits over sample copyrights.

Since then, Shenseea has also separated from her Jamaican team, including her longtime manager Romeich and DJ Black Boi. She is now fully aligned with a U.S.-based management team and DJ as she enters the deal with Since ’93 and Columbia Records.

When Bleau learned that Shenseea was no longer signed to Universal, he flew to Miami to reconnect. “I went out to meet her, listened to records, and had a proper conversation,” he said. “I’ve always believed that going straight to America isn’t always the best move for a culture act — whether Caribbean or African.”

Bleau explained that the UK and European markets provide fertile ground for Caribbean artists to establish longevity and authenticity before transitioning globally.

“The diaspora here moves culture,” he said. “In America, culture exists in New York and Miami, but not enough to shift the nation. In the UK, the Caribbean and African diaspora is part of the system — it can move charts.”

A Strategic Partnership

Shenseea’s deal is completely independent from other Jamaican artists associated with Sony’s roster Bleau explained.

“It’s direct with Sony through Since ’93 and Columbia. She’s a top female in dancehall doing her own thing.”

He also confirmed that Columbia president Ron Perry personally approved the partnership: “We introduced her to Ron, and he was down with the vision.”

As for the timeline, Bleau said the first album under this new deal is expected in 2026, with Shenseea set to spend more time in the UK and Europe building her creative foundation.

“She’s already got an audience in America,” Bleau noted. “What’s next is cultivating her presence in the UK and Europe with real focused energy.”

The Future of Collaboration

Since singing the deal, Shenseea attended a writing camp in the UK and addressing whether Shenseea relies heavily on outside writers, Bleau clarified that she remains hands-on in her creative process.

“She can write songs,” he said. “It’s more about collaboration — sometimes it brings out the best ideas. She’s still part of the process whether it’s with a producer or a co-writer.”

Shenseea (Center) at a writing camp in London organized by Since ’93

The Full Conversation

First of all, let’s talk about Since ’93. You started it as Avant Garde. What was Avant Garde and why the name change?

When I was first in this business, I didn’t have any ambitions or idea about a brand. I just had a company and Avant Garde felt fitting in terms of the name and what that meant. But it wasn’t a forward facing brand. So I was doing joint ventures with other brands, but I wasn’t pushing my brand forward per se. And in 2016, I decided that I needed to have an identity. And that’s when I rebranded to Since ’93. So I’d been working in management, publishing. I wasn’t in records really as yet. So Since ’93 was the beginning of me getting involved with records in terms of signing masters, licensing masters, etc. And at Avant Garde, I was running a management company, and I had a publishing venture with Stellar Songs.

I see you working also with Popcaan. Who else are you working with in the Caribbean dancehall space?

I managed Popcaan for two years. I don’t work with him anymore. I managed him for two years.

From what period to what period?

I think I stopped working with him maybe about a year ago. So two years prior to that. So the Greatest Heist album, his Europe and Canada tours — that was around that time.

I know you have Shenseea in a long-term label deal. Can you tell me about that exclusively for World Music Views?

Yeah, Popcaan was management, Shenseea is record deal. I’ve known her since 2017 when I brought her to the UK to work and make songs. In the summer I found out she was out of her Universal deal, so I reconnected. I went to Miami, listened to some of her records and talked about her direction.

You’ve said before that going straight to America isn’t always the best move for Caribbean or African acts. Can you explain that?

Yeah, because if you’re in America, you’re basically in a pop-or-bust space. Culture doesn’t move the radio there. The UK and Europe, on the other hand, have a smaller market but a stronger, more active diaspora. You can have a cultural hit charting nationally here, which is not the case in the U.S.

So that’s why you wanted her to focus on the UK and Europe?

Exactly. She’s toured, but never had a real focus in that territory. I think that’s a missed opportunity.

What about her experience at Universal? Did that influence her decision?

Yeah, she had a not-so-great experience, so she was cautious about signing again. But because we already had a relationship, there was trust. I wasn’t coming to her as a corporation, but as someone who understands her artistry.

So the deal is between Since ’93 and Columbia, under Sony?

Correct. Since ’93 is enabled in the Sony system. We do Tyla, Tems, and others under Sony too. Shenseea’s deal is independent — direct through Since ’93 and Columbia.

And the first album?

Next year. It’s a long-term, multi-album deal — but I can’t disclose the specifics.

Last question — the “Boss Up” single samples a track originally owned by Arista. Was that planned because Sony owns Arista?

No, that was a coincidence. She had already developed the concept before we realized it was a Sony master.

Thank you for joining World Music Views.

Thank you, bro. Take care.