The Jamaican diaspora sports almost the same number of Jamaicans as the island itself. With a population of around 2.7million people living in “the home of all right”, there are a little over 2million Jamaicans living in other countries around the globe. Jamaica’s biggest export is often said to be its culture, with global legends like Bob Marley and Usain Bolt, things like reggae and dancehall music, as well as our love for sports and friendly competition, holding the space of the mainstream associations people make with the paradise island. With that, comes an entire industry of dancehall/reggae worldwide – millions of dollars being circulated in all types of currencies across the world through channels like festivals and live shows, merchandise, bookings, record sales and movie/television placements. In almost every major city, one can find a market for the product that is authentic dancehall and reggae.
There are very few places that are truly ‘out of many one people‘. Jamaica is one of them. Regardless of classism, you’re never a second class citizen in Jamaica.
Jamaican businessman and young entrepreneur, Ibrahim Konteh, has seized this reality and turned it into his professional playground. Through his brand, Jamrock Entertainment Management (JEM), Konteh (seemingly effortlessly) brings authentic dancehall and reggae themed social events from Jamaica to the world. JEM is also outsourced to manage external events, as well as digital marketing efforts for clients. I called Ibrahim earlier tonight and asked him all the how’s, the why’s, the where’s and when’s of his business and was left inspired and energised, knowing that my home is an incubator for lifelong memories to be made by any patron of a JEM event.
Born in Moscow, Russia, transplanted to Sierra Leone and then on to Jamaica, where he grew up for the remainder of his childhood and adolescent life, Konteh is well equipped with a naturally international perspective. A perspective that inevitably ignited in him the desire and yearning to provide his country’s product on a global scale. As Director of Marketing, Public Relations and Communications at JEM, a company formed around 10 years ago, he does just that. Alongside his partners, Mark Hines and Gabrielle Curling, Konteh has hosted events across the island of Jamaica, in prime partying locations like Kingston and Ocho Rios, to states across the US ranging from Arkansas and Washington D.C., to New York. With a successful party lineup of household name events such as “the Strictly Series” – an enveloping brand covering around three “Strictly” themed parties (“Strictly 2K”, for only 2000s dancehall/reggae music; “Strictly Addi” – for only music done by, currently incarcerated dancehall legend and wizard, Vybz Kartel, and so on) – in addition to others like AfroSocaLove, BoozeNCrews, Bar Code, 11:59 and more – Ibrahim Konteh qualifies as one of Jamaica’s premiere international marketers of the Jamaican party experience.
You can make excuses, or you can make moves.
Before Ibrahim was hosting memorable events, he served as Brand Manager for International Brands at, then Lascelles deMercado Group of Companies, now acquired by Gruppo Campari – a conglomerate of rums, spirits and alcohols. Ibrahim was responsible for a portfolio of brands ranging from Campari, Skyy Vodka, Aperol, and JBW Rum. When asked if he has gleaned any valuable work skills from marketing international brands in Jamaica that apply to his work with JEM now, Ibrahim gave an enthusiastic, “Definitely” as his reply. “It was what truly opened my mind to actually doing things on a bigger scale. I thought I knew marketing before the position, but quickly realised that I didn’t”, explained Konteh. He went on to recount a unique type of irony – one of the international brands he was managing, Campari, outright acquired the company that hired him. Say it with me – plot twist. “I went from running some small brands to, boom, my brand owned the whole company, my brand was at the forefront”, says Konteh. He went on to explain that learning the ins and outs of Campari’s expansion strategy – acquiring small, growing companies across the world – is what inspired him to take his previously local concept of hosting events and turn it into a global concept. Places like the UK, California, and Atlanta are now on JEM’s horizons of expansion.
Halfway through the interview, I wanted details. I asked, “How do you edit your 4Ps in marketing your events across geographical borders?” Konteh laughs, to my confusion. He then went on to explain that in his business, executing a 4Ps model was always a necessity – his parties had to happen at the right time and place, he always kept his price at a non-premium level suitable for his target patron, his product had to be an authentic dancehall/reggae vibe, and his promotion methods had to be accessible, on the ground and relatable. “A lot of graphic designers hate working with me”, Ibrahim says as he chuckles, “Because I always have to get it right”. In addressing how he edits his 4Ps, he explained “Before you enter a new market, you absolutely must do your research. When I entered Florida as a market, my research showed that competing entertainment brands are territorial, and do not allow for market entry of new competitors unless by way of partnership with them. That’s a key part of how JEM will operate if we intend to be successful in this market.” Not only that, but how JEM handles promotion varies by location. “Florida has a lot more physical hot spots and patrons that are out and about – so I have to hit the ground with print promotion (signs and flyers) to best access my audience. Washington DC, however, needs a lot more social media and digital penetration as that audience is more online centric.” Price is also something JEM can edit in tandem with its location of operation. “What I charge for a party ticket in DC, can cover all-inclusive drinks for each patron at an event in Jamaica,” a reality augmented by the lightning speed at which the Jamaican dollar (JMD) loses value. With an exchange rate of $128.75JMD to $1USD, a typical cover charge of $20USD per ticket in the US is a premium price of essentially $3,000JMD back on the vibrant island. “Strictly 2K is essentially $15USD, but patrons drink free all night, in the US, patrons pay $20USD and buy drinks separately”, he explains. He went on to express that while he customises his product to some extent, for instance, by adding a home DJ to US parties, it is always a consistently authentic dancehall/reggae theme – similar to the concept called “globalisation” that we marketers use to identify slightly customised international marketing strategies.
When asked why he thinks the world needs dancehall and reggae, Konteh passionately replied, “Dancehall and reggae is Jamaica. It is the voice of the Jamaican people. And everyone should hear it.” #everbless.
empress. french press. success. 