In Trinidad and Tobago we are in the final week leading up to Carnival Monday and Tuesday; dubbed the greatest show on earth! Carnival in the Caribbean has its historical roots in slavery and its colonial past. Similarly, calypso music was used by the African slaves to mock their colonial enslavers and communicate amongst themselves. Today, calypso has seen many transformations in the Caribbean region and is highly entertaining and reminiscent of the vibrancy of our history and culture.
Here are 3 things that Local and Caribbean brands can learn from Soca/Calypso music:
1. Tell a story
Brand storytelling is more effective than a monologue of business facts. Do you really want to stand out? Share a story! Ask yourself, are you more inclined to remember facts or a story that evoked some sort of feeling from you? As a brand you need to get creative with crafting who you are and your brand message to your target audience via a story.
Here is a great story by calypsonian Slinger Francisco (stage name: Mighty Sparrow) singing about the failure of the West Indies Federation. In the song you get a clear understanding almost immediately as to the main reason for the Federation’s failure in 1962. This is more memorable than a history class!
Evolve
The truth is your brand will evolve as your consumers tastes and preferences evolve over time. (Well it should, unless you are okay with losing a bit of your market share). More and more, research is highlighting that consumers want brands responsive to their needs.
See Soca artiste Kees Dieffenthaller (stage name and band: Kes) singing about the Savannah Grass (Queens Park Savannah, Trinidad) which is often revered as an artistic space and recreation hub. Listen to this, and you will notice how the artform has evolved. You are almost transported to the Savannah Grass and the feeling of that space. Listen here.
Evoke
Your brand should aim to ensure that every customer (having consumed your product or service); walks away with an awesome feeling. The truth is our purchasing behavior is very much emotional!
A consumer nowadays will buy a specific brand because it gives them that ‘feel good’ feeling. In my business experience I always remember to apply the principle; ‘people might forget what you did for them, but they will never forget how you made them feel.’
Calypso and soca music are synonymous with evoking that type of emotion. As Trinidadians we sometimes throw our heads back, close our eyes, raise our hands and sway to the melody of great calypso or soca music. We are almost submerged into a happy place, almost indescribable!
Listen to calypsonian Leroy Calliste (stage name: Black Stalin) and his classic hit ‘ Ah Feel to Party’. See the smile coming on? 😊
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