Jarrod Faria is thinking of a master plan. That plan is to market T&T and position soca music as one of the leading genres in the world. A feasible goal? The executive producer and founder of J-Rod Record believes it is. Inspired by US music mogul Sean “P Diddy” Combs, Faria has taken matters into his own hands, making valuable connections with foreign producers to “get a better understanding” of what it would take for soca music to break through the international music scene. Having worked with some of the most sought-after local and regional artistes in the soca and reggae industries, the 26-year-old knows first hand what it takes to make it in the competitive music arena. “Most people will say that we don’t really have a music industry structure here and it’s true,” he noted.  “My label encompasses Caribbean music but I was born into soca and I would like to help build that structure.” The mastermind behind the popular Life Lessons, Bar Code and Cosmic “riddims,” which have featured such artistes like Orlando Octave, Bunji Garlin, TC, Sizzla, Problem Child, Serani and Konata Alleyne, has made inroads in London, Portugal, Germany, Spain and France where his “riddims” were played on television and radio commercials. With dedication, the right mind-set and some good old common sense, Faria says the players within the soca game can realise their full potential. “Artistes need to make soca more relatable. Music is changing around the world and local artistes have to get on board or be left behind.” 

 

Faria knows what he’s talking about. A holder of a business degree from Canada’s University of Prince Edward and a masters degree in Music Industry Management from London Metropolitan University, the ambitious entrepreneur is adamant that there needs to be better systems in place to promote soca music. “If you look on the Internet right now, you will see soca listed under world music. That has to change. We need to see soca standing on its own.” Touching on the current rift in the local industry with some artistes complaining of unfair airplay, Faria says “there is no real proof” that a “soca mafia” exists. “It’s such a saturated market that it really just boils down to the work you put in and the relationships you build,” he reasoned. And in an industry where an artiste can be “in today and out tomorrow,” the QRC graduate believes that it’s also necessary for aspiring soca stars to take advantage of all avenues available in this technological era. “When you look at it, all the big acts have a Facebook and Twitter page. New artistes need to put in the ground-work and market themselves,” he advised. “It’s a very competitive industry and I don’t think anybody can deny that.”

 

The owner of the Maraval-based D Bar Entertainment sports bar believes that it’s also important for entertainers to understand the business aspect of the music industry, especially if they hope to make the art form their bread and butter. “Despite what people say about Machel and Iwer, I respect their business-sense. They are great examples of making the music work for you,” he noted. “I will recommend all artistes to take some kind of business course or lesson so that they would have basic knowledge of how to invest their money.” In the coming months, Faria says he will be working on producing some more riddims and singles as he carves out his own niche and puts his plans into motion to take soca to the world’s stage, one beat at a time.