Inside the magazine, readers are treated to a detailed profile of the media personality and her rise to fame. From her early days as an aspiring vet with 26 pets at her home in Portmore, St. Catherine to her breakout on the world stage back in 2005 when she represented Jamaica at the Miss World finals in Sanya, China.  The former beauty queen, now one of the islands most sought after international hosts, has become a household name and a staple in the homes of people in Jamaica and the Caribbean at large.

The article delves into Reid’s approach to her craft and her dedication to her her family and the people that she serves. As an event host, Terri-Karelle is known for her preparation and research, often immersing herself in every event she participates in, ensuring that the audience members are able to connect the dots. This dedication has paid off in the form of numerous speaking opportunities, the most recent of them being as a TEDx Speaker at the Aston University in Birmingham.

However, it’s not just her talent that makes Terri-Karelle Reid a beloved figure. The article also explores her relatable personality and down-to-earth nature. Reid has always been open about her personal journey growing up as a child in a single parent household with a matriarchal head of the house. “This is certainly a full circle moment for me. My grandmother gave up her job in order to nurture me while my mom began her career as a flight attendant on Air-Jamaica. They have helped to shape me into the woman I am today; curious, open, inclusive, and self-aware.”

She continued, “For many of us as West Indians, the magazine has a reputation for showcasing the best of the Caribbean, from places, lifestyle, food and culture to its people. To be considered, much less chosen for the cover of the Caribbean Beat magazine is an honour.  I endeavour to make my mom and grandma proud. I hope to fly Jamaica’s flag everywhere I can, every chance I get,” she ended.

Reid is also an advocate for the minority or disenfranchised community and uses her platform to bring attention to issues such as gender discrimination, child abuse, rape and gender inequity. She has been vocal in her support of the deaf community and uses her position to amplify marginalized voices. Overall, the ‘Caribbean Beat’ piece paints a picture of a talented and charismatic woman of the world who has earned her place in the spotlight. With several upcoming projects in the works, it’s clear that Terri-Karelle Reid’s star has only just begun to shine.

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With students out in their large numbers, the curated garden like setting was tastefully littered with blankets imprinted with positive words of affirmation, throw pillows and umbrellas that provided the perfect backdrop with books dangling from a guango tree.  While many students brought their own post-it filled or bookmarked copies, others gathered around the designated area as the recognized storytelling writer and TEDx Speaker, Dr. Terri-Karelle Reid, read excerpts from her favourite chapters. During her message, Reid reinforced the importance of reading; “Read to Escape, Read to Elevate, Read to Transform,” she noted as she casually perused the pages of her book.

‘My Brand Compass: the 13 C’s to building your personal brand’ is an excellent resource for individuals looking to gain a deeper understanding of self-branding and marketing. The author, experienced motivational speaker, event host and community builder, Dr. Terri-Karelle Reid, provides practical tips and insights that university students can apply to their academic and professional careers.

During the event, Terri-Karelle led a discussion around one of the 5 C’s (character) that she considers to be the most important when it comes to self-branding and shared some personal experiences from her time as a student through her corporate stint, finally landing at her pinnacle of entrepreneurship.

The students were attentive and actively engaged in the discussion, asking insightful questions, and sharing their own views and experiences. When quizzed about how to bounce back from negative back lash with the advent of social media, Reid easily responded, “Not performance or performative but with purpose and passion.” 

After the book reading and discussion, participants had the opportunity to network with one another and connect with Terri-Karelle in a more intimate one-on-one manner. Additionally, the students got the chance to document the occasion through social media moments, ask further probing questions and receiving autographs from the author.

 The first Reading of the ‘UWI Special 75^th Book Club’ was an excellent experience that enriched the minds of students and introduced them to the world of branding and marketing. It was an event to remember and one that the university should be proud of.

The UWI’s 75th anniversary initiatives are purposely designed and aligned to reflect on its past, confront the present, and articulate plans for its future across all five campuses, as well as internationally through partner associations and affiliates. The UWI 75th anniversary is celebrated under the theme: UWI at 75. Rooted. Ready. Rising.

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The A-Team

It is important as well for your team to be competent and experienced. As prepared as you are, you need a support system. Execution is like a chain; every link is required to keep it intact. It’s the same way that the team has that symbiotic relationship. Even if we are not employed to the same company, once we have the common aim of executing the event, we are a team. I am on the same team as the production personnel, the décor personnel, marketers and any other person who shares the goal with me at any given event. 

Real Work

Nothing you do should be treated like a side hustle. It is work and it should be treated as such. I like to characterize this concept with the 4 Ps: Be Punctual, Be Presentable, Be Professional and … like I said, Be Prepared. An honourable mention to be great at what you do is Be Passionate about it. It is serious business and it is absolutely necessary to apply yourself. In that, I suggest you find your flow. This is essentially your working identity. Build that confidence that is supremely and purely yours – created and harnessed because you took the time to understand the frequency in which you operate. When you find your flow, everything you touch will be incomparable. Only then will you be able to leave your legacy through your work. 

Don’t Assume

Never assume that your client or employer knows or immediately understands all that you’re experiencing. For this reason, it is extremely important to communicate. If you need to renegotiate the terms, make it known. The relationship cannot be mutually beneficial if each person does not understand the true status and the challenges or blockers. Nothing gets done, efficiently at least, if you ghost the client and try to navigate the challenges independently. Be honest about where you are and find a common working ground or way forward. 

Trust

Confidentiality is a fundamental principle of any successful business relationship. Clients should have that confidence in your integrity. People are often of the view that once a Non-Disclosure Agreement is not involved then it should be all ears for everyone they meet. While there may not be any legally binding agreement, lack of confidentiality can make or break the legacy of your work. Be discreet and respectful of people’s privacy – whether it be your clients or colleagues. Confidence in the legacy of your work begins with their confidence in you.

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When it comes to culture, and food, and music, and sports, Jamaicans are possibly the proudest people to exist. We constantly joke about our people in the Diaspora not being able to hide their nationality because of the pride they illustrate in the very way they dress and speak and the verbal defense they spew on behalf of their country. How far does this defense go though? In the event of actual war against our country, how many of us would stand with undaunting courage and resilience in the fight for our country? 

This is a very controversial ask, if I do say so myself. There are many ways to rationalize civilians playing their part in advancing the welfare of Jamaica through war. One could argue that the fight is for the innocent lives that dwell within Jamaica. The fight may be because you believe that this is the least you can do for your homeland – this is how you contribute to nation building. However, there are many who would scoff at the mere thought because on the flip side of things, would your country fight for you?

Jamaica, especially, has never given citizens the confidence or trust that they are valued and will be defended by their motherland. A paragon of this is the recent situation with our Jamaican students being unable to leave due to financial constraints and the government not rendering immediate and comprehensive assistance. Jamaican students, in the midst of a war onset, were offered a loan to return home. These are students who journeyed thousands of miles to an unfamiliar territory with differences in cultural processes and no family simply because they could not afford their course of study in Jamaica. I am inclined to believe that these Jamaican students would not hastily opt to fight for their country given the circumstances. Allegedly, many of them did not accept the government’s offer of loan to return home. Despite the fact that if I were in the position, I would have accepted the loan regardless of my financial circumstances, I empathize with all those students who did not.

I use this experience, however, as a learning curve. In the event of war against my country, I will be able to make informed decisions based on the vicarious lived experiences of these students. I cannot explicitly say whether or not I would armor myself and be ready to fight for my country at a moment’s call because everything is easier said than done from a hypothetical perspective. It leaves me to wonder though: would we fight for a country that would not fight for us? It is indeed a mental battle.

Check out my other blogs here and check out other comments from my instagram post.

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As I sat in my dining room trying to keep my emotions together and yes, I am being hella presumptuous to write this blog before even uploading my first episode, but I think it’s important for anyone who might be in the process of launching something (anything). I am choosing to share this because it’s really more than a podcast, it can represent your new project or new season. I ALMOST shelved this idea and here are the things that were highlighted for me during this process.

Overthinking

Yes, there is procrastination and that is the beast a lot of us talk about but for me, overthinking can be detrimental. Your brain is wired to process so many different scenarios, options, alternatives, excuses, and reasons to not go through with something. You may be onto a fantastic idea and yet your brain, in an attempt to keep you “safe”, will tell you “Nah fam, stay on the shore, don’t venture out there to sea.” Thing is, if you spend all your time overthinking, the right time will never come. At some point, you just gotta jump out that plane and pull that parachute. Are all my elements in place? Nope, but by starting and launching the “Redirection With Terri-Karelle” podcast, I will learn and figure things out and land on my feet.

Starting from Scratch

Let’s be real, no one truly gets up every day wanting to start from ground zero. There is happiness, bliss and downright mushy goodness in staying in familiar territory. C’mon! I know I can’t be the only one who feels this way. After you have spent time learning something, failing, and figuring out things, when you finally attain or achieve the goal, you just want to hit that cruise control button and sail down the highway on auto-pilot. We are relaxed and we don’t have to expend a lot of time or energy learning new processes. When you decide to take on something new and completely unrelated to your core business or passion, it can be daunting. We start thinking of all the reasons why it’s a bad idea to start something new. “Lawks, mi too ole fi guh learn dis.” “I can’t bother, this is going to take up too much time.” “I have way too much on my plate.” “I will start behind everyone.” Whichever the excuse is, you realise that you honestly won’t grow if you don’t shed old skin. Even now, I am still learning about podcasts and not all days are met with enthusiasm, but I will admit I have learnt more about producing a different kind of content. Now, I am better than clueless and that feels good. Starting from scratch isn’t a bad thing, it’s necessary to move to the next level.

Underestimating Your Impact

You inspire people who you know. People who you have never come into contact with are motivated by you. You move people who are in bigger positions, offices, and stations even if you don’t know it. The only person who underestimates the impact is you. This is not up for debate. We spend most of our time, pouring into others, cheering others on (nothing wrong with that) but we downplay the role we play in the lives of others. We underestimate the power we have to use the platforms afforded to us to use your voice, share gems, lived experiences, and lessons learnt to build and help our communities. Sometimes it comes with a little vulnerability but that becomes secondary when you realise the strength you give yourself and others by stepping into your purpose unapologetically. My “Redirection with Terri-Karelle” podcast is because I acknowledge and respect the impact that I may have on generations to come. It makes the risk worth it.

Lack of Support

I don’t think anyone can be cured of self-doubt. I believe as long as you have breath in your body, there will be moments when it will creep up on you and if you aren’t careful it will swallow you whole and leave you paralysed. Our favourite motivators aren’t immune to it either, they just do whatever they set their minds to do regardless. Most of us will typically anticipate poor support and that can provoke inaction. Here’s the thing though, usually all that negative talk is in your head. Believe it or not, there are people, groups, communities (big and small) that are just dying to throw support behind you, but you are too busy convincing yourself they don’t exist. If you don’t create it (your project, business, podcast etc.) how will you ever be so sure? After launching the “Redirection with Terri-Karelle” podcast, not only did I get subscriptions and real celebration, I got messages from persons with specialised skills who want to collaborate. This means that the opportunity to collaborate with other persons, who may offer an even better perspective exists and it wouldn’t have if I didn’t put it out there. So, put yourself out there (provided you actually have the goods to back it up) and you might surprise yourself by the support you receive. Despite what social media spews sometimes, people want to see you WIN. Let me just add, that support doesn’t have to be measured by numbers (quantity), but rather quality. It’s better to have the right people to support you- and they exist.

Comparison to Others

If this isn’t one of the biggest culprits in life! I don’t know what is. Information, content, rich media is oozing everywhere. Every nook and cranny has individuals and/or companies that are competing for audience attention and eyeballs. If there is one thing we do a lot of, it’s underestimating what we have to offer, it’s underestimating our story and journey. It doesn’t matter if lots of people know your story or not, it matters that you own your story and use it as a vehicle to inspire others. We may all hail from different places and spaces but the thing that connects us all is our humanity. We connect to each other through our experiences and our exchange can enlighten, motivate, inspire others around us. You may feel as if your story is an everyday common thing but I guarantee you, your journey has been seen and lived through a unique pair of eyes- YOURS! And that, my friend, is powerful! Whatever your focal point is, allow it to resonate in its purest and truest form. So my podcast is inspired by my life and all its ups and downs that lead me to where I am today. I encourage you to build, position and share your story in the way that only you can.

There are tons more fear-based reasons that other people experience but here are my affirmations while I prepared to launch the “Redirection with Terri-Karelle” podcast :

• You are so much more than you know! Believe it!
• Be kind to yourself and be careful of the language you use when you speak to yourself
• Doing other things that you are passionate about doesn’t take away from the other things you do. You are multi-dimensional. Own it
• There is no one on this earth better than you. They might be richer, perhaps more popular, but that doesn’t equate to better. Do you!
• Even if you attend classes, do research, go to webinars, pay for coaching lessons etc. if you don’t take the step, it all counts for naught! Inaction wins and then you really can’t blame anyone else but yourself.
• Being fearful doesn’t make you a failure. It makes you human. It’s pushing through that fear that makes you a beast! Do it scared!
• Build and value your community. The idea that if you build the product and the audience will just find you is tricky. Continue adding value to your community and they will show up and show out for you!
• Wanting to make a positive impact starts with YOU! You can’t help others if you aren’t willing to help yourself first
• Starting late isn’t a bad thing. You get to learn from those who have gone before. Just pace yourself and finish your race
• Surround yourself with people who know and can guide. You can’t and won’t know everything. Big ups to Kevin Valley of Caribbean Power Lunch podcast for the late-night conversations
• Your season can come upon you at any time and you have to be ready. So start putting your things together even when you have no plans on launching because whenever the timing is right, you will be prepared.

For those of you who would like to know about the equipment I use, read more here I hope you will come along with me on this new journey (if you haven’t already). You are more than welcome to join the most amazing and supportive community ever!!! Thank you, tribe. My heart is full.

Apple podcast: Subscribe here

Google podcast: Subscribe here

Cheers,

TK

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“My excellence is unconditional. My excellence isn’t an option or choice, it’s my DNA. My excellence isn’t a goal or destination, it’s a habitual lifestyle.”- Terri-Karelle

If you ask different people what excellence looks and feels like, they might all give you a different definition. I prefer not to talk about it, I tend to show it …consistently. You really can’t be excellent as a one-off, to be excellent, you have to be aware, thoughtful, sensitive, competent…consistently.

My dream was never to become an event host and when I really think about it, I didn’t know it was an actual profession until I literally stumbled into it. With no formal training or qualifications in media, public speaking etc. it’s natural to question your place in unfamiliar territories and spaces; and yet, here I am, 500 + events later. I have managed to carve out my own space, find the perfect niche for me and I have challenged and applied myself to every aspect and area of the job. My goal isn’t to look at anyone else or compare myself to anyone else in the profession. Why? Because I am ME and there are things about my personality and attitude combined with my work ethics and self-accountability that make me different. It’s this combo that has afforded me the privilege of being booked locally and internationally and presenting in spaces that I might only have read about.

I was scheduled to host the 2020 INMA Global Media Awards, a prestigious event that highlights the amazing work of the best news media brands in the world and awards the “best of the best” in respective categories. It’s a black-tie event that attracts 500+ attendees from over 44 countries. The calendar was chock full of exclusive receptions at Paris’ most iconic buildings and to say, I was excited, would have been the understatement of the century. I started brushing up on my french and gearing up for the most epic 90th-anniversary celebration on that side of the world. Unfortunately, coronavirus had other plans and instead of presenting from the Opera Ballroom of the InterContinental Paris, I ended up hosting remotely from my living room in Kingston, Jamaica.

On May 27, 2020, I recorded the ceremony in front of my computer accompanied by my Samsung 10 in a ring light, dressed in my locally made Uzuri International gown with matching mask. I approached this event, albeit online, the way I would have in person. I showed up!!

It wasn’t before long that the photos spread like wildfire:

On Instagram: Reach-314,382; Likes- 47,899; Comments- 1195; Shares-573; Saves- 415; Reposts-9

On Twitter: Favourites- 3,955; Retweets-320; Comments- 125

On LinkedIn: Reactions-6,477; Comments- 390; Shares- 58

These metrics, I believe, are what most people would consider successful by social media standards. Viewers admire the look and they congratulate me on SHOWING UP and being on-brand regardless of the new “work from home” regime. I am grateful for each and every kind word and compliment, but showing up runs so much deeper. Often times we want the glory, fame, viral photos and perks. We look at successful people and we say “that’s cool, I want to be like…I want to look like… I want a job like that…I want to dress like….” But there is a side that no one sees, it has less glamour, fewer eyeballs, and certainly no fan-fare. The real question is are you willing to put in the work required to create and maintain enviable success? Most will say yes until they get a glimpse behind the scenes. This is my toughest job mentally and I will try to give you an idea why:

Excellence Always Shows Up!

I always observe protocol. I always observe dress code and if a client books me without giving me one, I will research past events or google images to familiarise myself with the dress code if it’s an event that has taken place before. If it is a new event, I will use my discretion based on time of day, location, occasion, and audience. With the INMA Global Media Awards being done remotely, with no Opera ballroom, beautiful decor, elegantly dressed attendees, 5-course meal, or presentation of awards in-person, it begs the question “Do I still have to dress up?” Absolutely! Excellence doesn’t show up every now and then. Excellence is the default and doesn’t change regardless of where I am or not. How attendees choose to show up, remotely or in-person has nothing to do with me. I show up and show out because I take my craft, brand and talent seriously.

Excellence Requires Preparation

Always expect the unexpected. After our zoom conference calls and numerous emails, we decided on the perfect place in the living room but I asked one simple question “Am I delivering sitting or standing?” We hadn’t thought about it and the overseas team was unaware of how it would look on camera. So what did I do? I prepared. I rented a bistro table and stool from ‘New Levels Decor’. There was a possibility, I wouldn’t even use them, but who wants to take that risk? It’s better to be overprepared than. underprepared. Yes, I have furniture in my house, so why be that extra? Because I want uniformity and if I have to use them, I want the look to be that of a gala event and not a family discussion around a dining table. What you settle for, is an extension of your brand and reflects how you show up!

Learn, Unlearn, Relearn

The production team shipped a video kit with all the necessary items I would need to integrate with their system. As Murphy would have it, the items reached the island and were held by customs. Grateful to Phase 3 Productions for providing the items the day before the event. They were contacted by the team abroad. It obviously pays to have a great website that clearly defines what you do. I had to then learn how to test the specs of my laptop, do a wifi strength test report, connect the audio interface, set up ring light, arrange the apple box to get the right line of sight, and test audio feed. It doesn’t matter how important you may think you are, it’s important to learn to do things for yourself. Knowledge is infinite and that which is learnt is never wasted. I walked away from this job much more educated.

Respect Your Team

You could be the most phenomenally talented person in the room, but you better recognise that you are a piece of a bigger system. Your excellence isn’t just limited to who you are and how well you perform, but how you treat your team. Hard jobs feel easier when you are a joy to work with. “Joy” doesn’t mean a pushover, it means that you bring an energy that the team welcomes and loves. You are respectful, offer input, and try to play a part in creating a great work atmosphere for yourself and those who come into contact with you. This took place at minutes to midnight – hours before the event.

Excellence is Resourceful

Things won’t always go according to plan no matter how much you plan or how many times you practice. The idea is to be able to think quickly and come up with solutions on the spot. The retractable banner that was shipped for branding purposes was also held by customs. I waited until 6:00 p.m. hoping for a miracle, but alas, it wasn’t happening. I was just hours away from the event and was fresh out of options. Or was I? I borrowed a family friend’s backdrop stand and then used a white curtain from the living room. Subsequently, I used clothespins to stabilize the curtain. How’s this for behind the scenes? Don’t panic, think! Don’t panic, adjust and adapt.

Excellence is Unconditional

I was able to nail the perfect look for the event but what most wouldn’t know is that I even curate the space that you don’t see on camera. “What are you talking about Terri-Karelle?” The applebox that is a wooden box used to add height was exactly that….brown and wooden. It was used to raise my laptop to eye level. However, I had it wrapped in white, which gave a clean look that complemented the white bistro and stool (even if the attendees weren’t seeing it). Be excellent in not just what you do, and how you dress but everything else that is an offshoot. Your brand and everything that it is associated with is an extension of your image.

Practice, Practice then Practice Some More

This is the pièce de resistance. The comments I get after hosting an event are “You make it look so easy. How do you manage to pack all of that information? How do you manage to grasp and breakdown all of this for such different audiences?” Admittedly, it does get easier over a period of time and yes I can do most events without any speaking notes or briefings, however, I take extreme pride in research, understanding the client’s objectives, knowing the audience, connecting dots and surpassing expectations. INMA is the Oscars of international news media. This year, there were 173 finalists from a list of 844 entries. These finalists represent the best media brands from all over the world who enter their journalistic pieces across 16 categories. 173 finalists from 44 countries mean that I will have to deliver the names of the company brands, as well as their respective pieces in various languages-Hindi, Spanish, Portuguese, German, Dutch, Thai, Chinese etc. As an English speaker, I could very well get away with mispronunciations, but that wouldn’t be MY brand excellence.

To deliver 173 entries, I broke down my preparation:

Prep #1 Ask For Help

Persons who consider themselves the best in the business can often drink their own Kool-Aid and stop asking for help out of sheer pride. To continue being the best at what you do, you have to put ego aside and get the expertise that will help take you to a higher place to meet your personal goals. I had a zoom meeting with Raquel Meikle who is an INMA committee member who is a Spanish native, living in Germany. She was the best person to a dry run with. Viewers see a polished delivery but my first run through is…well…watch the video and try not to laugh.

Prep #2 Research

After making notes of all the “tricky” names. I head to google and youtube to do my independent research. I want to understand their place of origin, as well as the pronunciations of said brands. I even take it a step further and research each entry to understand the project/ subject material. A primary example was 24.com in the ‘Best Use Of Video’ category that entered “#IamNene: How Uyinene Mrwetyana’s Murder Ignited a Movement.” I not only learnt the correct pronunciation of the subject’s name but also the story that made this young South African teen a beacon of change against gender-based violence. I commit to doing more than just delivering words.

Now you might ask, “Terri-Karelle, do you do this just for the tricky names?” My answer is …

Prep #3

At midnight I am finalizing between the two scripts (the penultimate and final). It’s what I call dotting my I’s and crossing my T’s. I will be using my laptop as a prompter therefore legible writing vs scribbles will be of paramount importance. I also like to catch anything I might have missed as an oversight.

Prep #4

Now after 2:00 a.m., my energy is running low and my brain is jam-packed. I have sent my reluctant daughter to bed and I insist on doing one final check with and without my mask to ensure that the framing is good and that my audio isn’t compromised. It seems like something simple but with the event approaching 7 hours later, these are things I would rather fix ahead of time rather than minutes before broadcast.

Lights, Camera…Action!

Would everyone challenge themselves as much as I do for each job? Possibly but not probably and that is my unique proposition. You have to redefine the job description, you must add value in a way that differentiates you from others. I will research 173 finalists, what will you do to rise above the noise and competition? It doesn’t have to be far-reaching or overthought. You just need to figure out how to deliver your brand excellence in a way that makes you indispensable to your clients. Most importantly, you will realise that when you adopt excellence as a lifestyle, it won’t be restricted to just how you perform your job.

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Brand Tings! It has officially been a week since Beenie Man and Bounty Killer obliterated the Verzuz clash on Saturday, May 23, 2020. For those who might have taken a trip to Mars to socially distance and missed it, I have you covered, here’s a review of the epic battle delivered by Beenie Man and Bounty Killer

A new clash between popular boy groups (can I still call them boy groups?) 112 and Jagged Edge took place on Memorial Day (Monday, May 25, 2020), two days after the Bounty-Beenie lyrical showdown. Many Instagram users thought it was a bad idea. Most commented that it might be better to wait a little longer after the smoke had cleared from the Dancehall battle. Others thought that there wouldn’t be any upcoming battle to supersede the Beenie Bounty clash for the rest of 2020. Anyhow, they proceeded and the 112- Jagged Edge battle was, as expected, overshadowed by the residual high that viewers were still on from Saturday’s Dancehall battle. But I am really not here to compare battles, I am here to talk about the data, engagement and the general aftermath.

What does the data say?

The Beenie Man- Bounty Killer Verzuz clash had 1.25 + billion impressions. According to Verzuz it is probably more when they take into account other posts that were made without tagging Verzuz. There were also 3.2 million total views. The clash trended across social media platforms and both Bounty and Beenie earned their best streaming days of 2020 after the Verzuz battle. According to Billboard, Beenie Man achieved 906,000 US streams (+187.5%) while Bounty Killer achieved 367,000 US. streams (+291%).

I have had a week to absorb it all, I am now calm, lucid and able to share the biggest Brand lessons I learnt from the Beenie Man Bounty Killer Verzuz Clash:

1. Bring Your Idea To The Table!

As the world tries to figure out what “normal” will look like on the other side of Covid-19, most of us have been relegated to our homes, figuring out zoom and other video conference tools, working remotely, homeschooling, trying to pivot, dealing with lay-offs and furloughs, pulling out our hair and mentally trying to cope with everything else in between. Most have turned to social media platforms for much-needed entertainment. We have seen an upsurge in Livestreams, podcasts, vlogs, DJs spinning virtually, song associations, online karaoke, and concerts. If it’s music-related, we have seen it all…or have we? You would think that with all that entertainment happening in the online space, there wouldn’t be room for any more.

* Verzuz enters the chat room*. Verzuz TV, founded by Swizz Beatz and Timbaland, was able to carve out space in this online noise and provide entertainment that attracts hundreds of thousands of people all over the world. The idea? To pair up musical legends/icons and have them “battle.” Such a simple concept that has managed to entertain us and leave us feeling high on life for the rest of the week.

Takeaway: Whether you are a personal or professional brand, please understand that the presence of other players in the market, doesn’t mean that there isn’t room for you. You are unique, your views and experiences are different, hence you will have a different perspective. You may look at the same situation through a different pair of lens and offer value that is lacking in some way, shape or form. You can offer or provide a product or service to the same niche as competitors but package it in a totally epic way. Get to work!

2. Booked as the Underdog, Show up as the Victor

For many, it was believed that this clash was merely going to be valued by the Caribbean region especially Jamaicans. After all, Beenie Man and Bounty Killer, despite having illustrious careers both home and abroad are still not considered mainstream. A Jamaican artiste who is considered mainstream would be Sean Paul (outside of Bob Marley – whose 1977 album “Exodus” was named by Time Magazine as the “Album Of The Century”). The Beenie- Bounty clash was anticipated to add spice and variety to the battle line-ups but was never expected to attract the numbers it did.

Swizz Beatz commented, “Me and Timbaland might have to reset the bar… Jamaica which is thought of as a third world country represented as leaders in the world with almost 500,000 people I cried. We had the world in the building just with two icons from Jamaica celebrating each other. Jamaica won. It was a big, big ‘bashment’. What Beenie Man and Bounty Killer did tonight was iconic.”

Takeaway You are as big as you think your brand is. For many of us, we think little of ourselves. We underestimate the power we have and consider ourselves underdogs so we show up as such. We do the bare minimum because we have already counted ourselves out. We believe that our personal and professional brands are too small to make an impact. Ultimately, it’s our mindset, attitude, and approach that keep us being underdogs. Beenie Man and Bounty Killer reminded us that you don’t have to be a household name to be impactful. The online chat was a blue tick verified carpet and those DJs delivered. If you do what you love, deliver impeccably to your community or niche and you are great at what you do, it means that when the opportunity arises, you shouldn’t show up as the underdog, you show up as the victor and bet on yourself.

3. Be So Good They Can’t Ignore You

Hours and days after the battle, Beenie Man and Bounty Killer’s performance was reported as the “best Verzuz battle ever” all over the world. Every online platform you could imagine sang praises- Complex, Revolt, Los Angeles CBS local, The Voice UK, Billboard, and even CNN. Bruv…CNN!! Don’t believe me? Take a look Beenie Man and Bounty Killer compete in first reggae and in-person Verzuz battle on Instagram Live The patriot in me says “CNN welcome to the best show on earth, thanks for finally playing catching up” LOL. Even Spotify jumped on the bandwagon and some of us had to remind them that it was rather interesting that they “celebrated” our amazing music and artistes and yet deny Jamaica access to their service. But I digress…

Takeaway Beenie Man and Bounty delivered so well, surprised the hell out of so many, and had millions talking about them a week after. They were too good to be ignored. If you are building your brand and business, it is natural to yearn for the attention of credible platforms and notable people who will acknowledge and share your talent with their audiences. Some of you spend way too much time trying to get people in high places to like you. or notice you. Personally, I say build, build excellently and let your excellence be unconditional. It means that you operate at the highest level regardless of conditions, situations, where you are, or aren’t, who is watching or not. You build excellently regardless of how small or large your opportunities are, and you honour them all. Execute as if it’s your last performance, last show, last job. Be so damn good, that you cannot and will not be ignored.

4. Building A Brand is a Marathon

The Verzuz battle between Beenie Man and Bounty Killer was monumental. It ran for 2 hours inclusive of the warm-up “juggling” session. Beenie Man and Bounty Killer are 46 and 47 years old respectively. They both started their musical careers at extremely young ages and eventually took it seriously in their teens. Decades later they are regarded as icons, legends, veterans of Dancehall. Now in their 40s, they delivered a performance to locals and foreigners in a manner that showcased a golden timeline and highlighted a rich, deep and wide catalogue on both sides. To be honest, those of us who are fans of Beenie and Bounty will tell you that they scratched the surface. There were still so many songs left, but so little time. What I can tell you is that they were able to gain new fans.

Takeaway You have to put in the work. Brand building is ongoing. Brick by brick, step by step, task by task. You have to build that catalogue and that goes for any brand in any business. In a world that thrives on being insta-famous, and getting immediate gratification, being diligent and getting steady results over a period of time doesn’t seem appealing. However, it’s the insta-famous who don’t seem to be sustainable. There is no longevity or legacy. To be considered the best in the business, you have to be ready to run that marathon, to learn, improve and strengthen over the years. You have to be able to adjust, adapt and reinvent yourself while still being relevant. You must be able to consistently produce quality content or service that not only retains old loyal customers but continues to attract new ones. What Beenie man and Bounty KIller exhibited were personal brands that took the time to build a strong catalogue that when given the opportunity, they were able to deliver flawlessly. Don’t be the hare…be the tortoise.

5. Build an Evergreen Brand

475,000 watched the IG Livestream, Beenie and Bounty trended on Twitter, increased viewership across other streaming platforms, exploded on replays and had 1.25 billion impressions. It was official, they went viral, instantly, in different countries, spaces and languages. This is a creator’s dream. Currently, there are agencies and digital marketers trying to figure out how to make their content viral. The thing about viral content is that it has to be timely and relevant. It must get in front of the right audience and appeal to senses that urge users/viewers to share across platforms. In the ever-changing, noisy world we live in, viral content can have a 24-48 hour cycle. Then it’s on to the next thing. But let’s talk about evergreen content/brands. As much as Beenie and Bounty went viral, make no mistake, their performance will be added to a list of evergreen content. This term refers to content/brands that always remain relevant across time and generation. Footage of their performance will be used as reference points for years to come (locally and internationally) and will now be added to their already impressive repertoire.

Takeaway: In building your brand, it’s ok to create viral campaigns, they have their place but it must be complemented with long term vision, strategy, and execution. When you are trying to be the best, you must aim to be the standard, the reference, the thought leader or expert. To do that, your product, service, or talent must be evergreen.

6. Authenticity Trumps All

Bounty Killer and Beenie Man showed up in their authenticity, doing what they love, doing it well and setting the stage on fire. These two icons have ben rivals for years with two different styles. Bounty Killer aka Warlord, 5-Star General, Poor people Governor, Ghetto Gladiator. He has been one of the strongest voices in Dancehall representing underserved communities.For some, his lyrics were described as being too violent but he authentically told stories of the poor communities. His lyrics, persona and style have always aligned with his personal brand and beliefs. Beenie Man, over the years, unlike Bounty, had a brand persona that appealed largely to the women. He built a brand known as The Doctor, The Girls Dem Sugar and the ultimate King of the Dancehall. He knew how to make women lose their minds. Both have matured over the years, they have evolved and reinvented themselves but their music, style and persona have remained the same. What we witnessed from their performance is that

Takeaway In order to build a brand, it has to be rooted in authenticity. It means that everything you do and everything that is an extension of you will or should continue to reflect your core values. Bounty and Beenie carved out their spaces and despite the industry changing around the, they remained true to who they are and what they represent. It’s important to define your brand values, voice and integrity. Flip flopping and trying to be everything to everyone will damage the brand and jeopardise your fan base. When you operate in authenticity, you do what you love and you do it well, you cannot fail.

7. Brand Collaboration

Collaborations are to be win-wins. When it was announced that Beenie Man and Bounty Killer were going to be the headliners last week, the Verzuz IG page, saw an increase in fan following by 500,000 within six days and celebrated one million followers by the start of the showdown. Then after the showdown achieved 1.25 billion impressions. That is the power of brand equity. Fans of Beenie and Bounty, lovers of Dancehall and Reggae music, Caribbean people who were excited to see representation and global friends of Jamaicans opted into the Verzuz platform. But Verzuz wasn’t the only entity to benefit, Beenie and Bounty were exposed to a massive global audience- celebs, movers and shakers who have now become fans and brand advocates for Beenie and Bounty.

Takeaway Don’t underestimate the power of your personal brand. Smaller brands usually believe that the bigger brand has more to offer them and often times sell themselves short. In this case, Verzuz might have been deemed the “bigger brand” but look at the numbers Beenie Man and Bounty brought to the Verzuz platform. Regardless of how powerful or influential a potential partner is, regardless of who they are or what they offer, ensure that you know your value, your worth, and what you are bringing to the table.

Takeaway 2 When discussing potential collaborations, don’t be too quick to partner with just anyone. There are partnerships that tend to be one-sided or aren’t a good brand fit. Be discerning and ensure that the potential collaboration (regardless of who they are) aligns with those who echo your sentiments or who have similar brand values to yours. Ultimately, collaborations should enhance your brand, not dilute or jeopardize it.

8. Opportunity Favours the Prepared

Billboard announced Beenie Man as the winner but named Bounty Killer, the People’s Champ. See Billboard’s Scorecard and Winner For the Showdown. Billboard stated that ” While Beenie proved the more strategic selector, Bounty Killer’s off-the-cuff adlibs and manic energy — especially when he noticed Rihanna in the IG audience — kept the mood up.” What I want to highlight is the preparation that went into the clash from the set up to the attire to the presentation. But I want to single out Bounty Killer. He is the less popular of the two in terms of hitmaker, recognition and reach. He came with his hits just like Beenie, he has been a formidable rival for years- the ying to Beenie’s yang, however, Bounty was more prepared. In fact, between the friendly banter, he kept reminding Beenie and viewers that “he and Beenie are friends but he is here for the clash.” He came with two dubplates, a huge personality, ad-libs, a pallbearer theme, techno beat and dance to match LOL. Even though Beenie Man achieved way more streams after the Clash, Bounty received a 291% increase. The individual percentage impact on his brand was greater.

Takeaway Even if you are amazing at what you do, even if you could close your eyes and deliver well, there is something brand sexy and successful about preparation. When preparation meets opportunity, the results can be mind-blowing. Preparation is respecting your talent, craft, or brand. It is respecting the process, respecting the job and going all -in. It is paying attention to the smallest of details and leaving no room for error to create an unforgettable brand experience that separates you from everyone else.

Whether you are #TeamBeenie or #TeamBounty, they did us proud. My biggest takeaway is don’t compare yourself to others. Don’t try to be like anyone else. “Today you are You, that is truer than true. There is no one alive who is Youer than You.” – Dr. Seuss.

This evening, Sunday, May 31, 2020, Verzuz TV will feature Gospel giants Kirk Franklin and Fred Hammond. It won’t be a battle, but a celebration, a virtual hug, a little consolation for all the hurt that is being felt and expressed across America and the world as it relates to racism. I will be tuned in to receive the blessings and anointing. The lessons continue.

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Being immunocompromised myself (I have asthma) and having several family members who are also affected in multiple ways by this pandemic which has taken over the entire globe, I’ve been keenly watching the updates on social media. While scrolling through my feeds, I’ve come across a few concerning things that I’d like to share my thoughts on.

1. Frontline staff need our support

The Coronavirus has spread astronomically fast across international borders and parishes putting a strain on our healthcare sector.The nurses, doctors, first responders, utility company employees and government officials who are going to work every day to take care of the infected and make the difficult decisions that keep us safe need all our gratitude and support.

They are working in difficult conditions and risking their lives so that we can all be comfortable and protected. So if you don’t want to stay home and practice social distancing for yourself, you need to do it for them, so this can end as quickly as possible and they can get home to their families, just as you are home with yours.

2. Now is not the time to be barbaric.

Being a carrier of the coronavirus is not a death sentence. And yet we see an increase in discrimination. Threatening people who have been diagnosed with the virus. Attacking someone for coughing or sneezing in public. Denying transportation and service to healthcare workers. Ignoring recommendations and advisories from the government because of party politics. This is unacceptable. These actions help no one, in fact they do more harm than good!

If you find out someone is sick, simply take the necessary precautions to protect yourself from contracting the virus, and help them get in touch with the COVID-19 hotline so they can get the assistance they need. Now is the time to step up and help others, because only by working together and supporting each other will we survive this experience.

3. Spreading misinformation helps no-one

Spreading misinformation about the coronavirus (covid-19) is fear mongering. Disseminating information one thinks is true is one thing, but going out of one’s way to deliberately make up “facts” and even creating graphics using the logos of official sources to spread misinformation – that is unforgivable.

Before you jump to retweet or share a post about the virus, check the source. Ensure that is is coming from one of the international bodies, official government entities or reliable news outlets before spreading it. If you see someone sharing false information, suggest they take it down, or report the post if it is particularly malicious.

4. Stop hoarding toilet paper!

Soap, hand sanitizer, wipes, Lysol, toilet paper! As soon as news of the coronavirus (covid-19) hit, people went out and bought them all up by the dozens. When they do that, it leaves little to nothing for others who actually need it, and if you’re hoarding supplies while others have none, it actually hurts you in the long run.

If you happen to have excess supplies on hand right now that are in short supply, do your part by donating it to children’s home or charities that distribute to those in need. Trust me, no one is going to benefit from the cases of toilet paper sitting in your bathroom cupboard, not even you.

5. School may be cancelled, but learning isn’t

Kids staying home from school doesn’t mean they must stop learning! Many teachers are going above and beyond by filming lessons for their students and sending them to parents via email or WhatsApp groups, along with practice material and homework.

Even if your child’s school isn’t doing that, you still have an opportunity to keep kids learning over the isolation period. TVJ is now airing lessons daily in the mornings, while small educational companies like EduFocal are giving away free access to their online resources and PEP practice material for kids in Grades 4-6.

Don’t forget, learning isn’t just about Math and English, so feel free to divert from the standard school curriculum and allow your kids to explore other things they may be interested in. You’d be surprised just how much they learn from doing mini-experiments and projects that don’t involve books.

6. What do we tell the kids?

Explaining the coronavirus to your kids isn’t an easy job, especially if you’re concerned about the impact it will have on your family. But just remember, if you’re panicking, your kids will panic, so try to keep as calm as possible while having the conversation with your child.

UNICEF recently invited me, Marlon “Musique” Campbell, and Emprezz Golding to do a PSA to help you communicate about the virus with your kids and let them know what they should be doing to prevent getting it. Here’s the full video.

7. Is this the remote work revolution?

Many employers, especially those in Jamaica, have been reluctant to explore the possibilities of having employees work from home. The coronavirus has forced their hands. While it may be a scramble at first to find the right tools to support remote working staff, eventually we will get the hang of things.

Besides, no one knows exactly how long this social distancing/self-isolation period will last, so working from home could go on for a long time. And once the pandemic has passed, remote work might not be so scary for employers to implement. In fact, it might become the new normal.

8. People are being affected way beyond being sick

COVID-19 is having a massive economic impact, that will be affecting us for years to come. Stock markets are tanking. Hotels and restaurants are closing and laying off workers. Events have all been cancelled or postponed. And small businesses in creative industries will be hit especially hard when their customers have less flexible income to spend.

Even if you believe that the virus is not impacting you now, as our employers’ revenues decrease, our favourite businesses close down and our friends and families lose their jobs, it will eventually affect us all.

9. The patriots have stepped up

Despite the losses that most businesses will suffer during this time due to the coronavirus (covid-19), there are still a few out there who are doing their part to help our country through the pandemic.

Toyota Jamaica (one of my favs) has donated two buses to the Ministry of Health to help transport hospital staff who are being denied public transportation. J. Wray and Nephew donated 100,000 litres of pure alcohol to hospitals for sanitization. NCB Jamaica has offered fee waivers and loans to both individuals and business customers who need support during this time. Other small companies are doing what they can to make sure they don’t have to lay off staff.

There are more, I’m sure, and I want to thank each of them for doing their part to give back to the community that supports them.

10. People weren’t washing their hands before?

Personal hygiene may be…personal, but there are some things that are universal, and I really thought washing your hands after using the restroom was one of them. Imagine my surprise when I see people coming out of the woodwork saying they don’t. They go around and touch the items in their household that their kids touch, they cook, they invite guests over, they go out and shake hands. I hope that, if nothing else, this experience shows just how important hand washing is and that they make a lifelong practice of it.

We’re stronger together

The ripple effect of this virus will be felt far and wide globally for a long time, and it will never end unless we ALL do our part to stop it from spreading. Right now, we need to look beyond ourselves and our own desires and support each other, because that is the only way for us to move forward.

If you believe you may have contracted the virus, the Ministry of Health is urging you to stay at home (do not go to the hospital) and call the COVID-19 Hotline at 888-ONE-LOVE (663-8653).

To keep updated on the latest information and updates on COVID-19, I recommend these resources:

• Ministry of Health and Wellness – Twitter, Facebook, Instagram, Website
• Prime Minister, Hon. Andrew Holness – Twitter, Facebook, Instagram
• Minister of Health and Wellness, Dr. Christopher Tufton – Twitter, Facebook, Instagram
• Ministry of Education, Youth and Information (for parents and guardians) – Facebook, Instagram
• Center for Disease Control – Website
• World Health Organization – Website

Offline, you can watch and/or listen to the news from TVJ, CVM, RJR, Nationwide and other reputable news sources.

The post A Few Thoughts on COVID-19 (Coronavirus) appeared first on Terri-Karelle.

“DON’T USE social media to impress people, use it to impact people.”
– Dave Willis

Social media has the power to inspire

“Posting with Purpose” is the strategy used by The Flair’s 2020 “Distinguished Social Media Personality of the Year” winner, Dr Terri-Karelle Reid. She has managed to cultivate on online community comprised of 200,000 followers on Instagram, in excess of 30,000 followers on Twitter, and 30,000 followers on LinkedIn. She is known for impacting and positively influencing her members in almost all areas of their lives.

Posting With Purpose

The Flair Magazine selected 16 of the most prominent, positive and purposeful women across social media in Jamaica. The diversity ranged from technology and business to entertainment, marketing and politics. Each time these women post, they are intentional about educating, informing and uplifting their communities.

One mustn’t take a massive and captive audience for granted. Amassing and cultivating a community that trusts her comes with the responsibility. Posting with purpose and using the influential platform to make a positive change has allowed her to impact many lives. She is unapologetic about using her platforms and wide reach to to motivate, inspire, teach and and showcase her community members’ small businesses. Terri-Karelle encourages the support of local artisans, creatives and entrepreneurs and believes wholeheartedly in the power of “buying Jamaica, building Jamaica.”

A large social media platform comes with responsibility

Over the years, Reid has broached uncomfortable social issues like sexual and domestic abuse. Topics like injustices against children and women are not off bounds. Terri-Karelle believes that is important to use her voice to amplify the voices of others who are considered vulnerable.

Affectionately called “My Jamaican Girl,” she represented the country as Miss Jamaica World in 2005 showcasing authenticity and passion. Terri-Karelle then became the host of the most popular television show in Jamaica, ‘Digicel Rising Stars’.

Since then she has grown along with her community. Readily built a brand known for its authenticity, credibility and empathy.

Terri-Karelle has used her online presence to build a credible personal brand. She has become one of the most sought-after media personalities and event hosts locally and internationally. The aspect of her life that she cherishes the most, is inspiring all those who cross her path.

Check out the full article on Flair’s website!

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The session, hosted by Ingrid Riley, featured panelists including myself, Erica Simmons, Heneka Watkis-Porter and Stacey Hines. An all-women panel that represented a range of experiences in the tech space. More than one hundred women from various backgrounds, including high school and university students, freelancers and entrepreneurs, executives and digital professionals were in attendance.

Future Trends in Technology

Technology is rapidly changing, therefore being in this space means knowing what the upcoming trends are. Women also need to ensure that they are positioning themselves and enhance skills in order to capitalize on it.

Erica, the Executive Director of Centre for Digital Innovation & Advanced Manufacturing at the Caribbean Maritime University, knows a lot about tech trends. She encouraged the audience to start positioning themselves in the cybersecurity, artificial intelligence (AI) and robotics spaces, as these are the areas that will be receiving the most attention within the next few years.

Cybersecurity in particular will be of significant importance to everyone, no matter where you are in the world. We’ve seen how devastating hacking and security breaches can be for individuals and businesses, so skills, tools and advice will be in high demand as people become more security conscious.

Expanding The Women in Tech Narrative

Another big topic of the night was about broadening the narrative about what is possible in tech and in the digital economy for women. The image we conjure up when we think about working in tech is the one we’ve seen in movies – some lone wolf in a dark room with a screen full of code. It is so much more than that!

Stacey, who started out in computer science and programmer, quickly realized that wasn’t her passion. She then transitioned to become a brand strategist, who now uses technology to accomplish many other things that don’t directly involve coding.

Heneka, who coaches entrepreneurs and business leaders, uses her podcast, Entrepreneurial You, to build value for brand and promote her business. I’m not a “techie” in the true sense of the word either, however my use of social media has become a huge driving force for my brand. Neither of these involving coding or special technical skills, and they cost little-to-nothing to execute!

Those are just a few examples of the way people are using technology to build businesses today. The fact is, technology is all around us and it’s not going away any time soon, so even if your skills aren’t directly related to technology, you can still (and absolutely should) find a way to make technology a part of your professional pursuits. Women shouldn’t be intimidated by tech but embrace it.

Knowing Your Worth

What started out as a conversation centred around women in tech itself transitioned into a much deeper conversation about valuing yourself as a woman in a male-dominated field, knowing the worth of your work and charging accordingly. Many weren’t worried about the technical aspects of their business. It was really about them wondering if they can truly achieve the success they’ve dreamed of as women in that space.

One of the biggest struggles for me on my professional journey wasn’t the transition from what I wanted to pursue versus what I ended up pursuing, it was knowing my worth and placing my value on that worth. When you are young and inexperienced and coming into yourself as a professional (especially in industries that you aren’t qualified for on paper), it is extremely difficult acknowledging, owning and monetizing your worth when you don’t even know what that is!

However, if you are excellent at what you do, you create tremendous value wherever you go. You take pride in putting energy, effort and time into your work. You invest in your professional development, you should never feel guilty about placing great value on your worth!

Many of us don’t do it because we are afraid that people won’t pay what we charge. Guess what? They absolutely will. And they will value your services a lot more because of it. If someone can’t afford you, it’s not about you. You do not have to lower your rates for them. It’s not impolite or rude to decline working with someone who can’t afford you. In fact, it’s the most respectful thing you can do…for yourself!

Here’s a clip from the event with my response.

Despite being a tech event, it really came down to women owning and claiming their power and stop asking for permission and seeking validation to be in these spaces.

So my biggest takeaway to any woman in any field, tech or otherwise, is this: Know your worth, own it, claim it and be unapologetic about it!

Check out Ingrid Riley’s blog (http://www.siliconcaribe.com/2020/03/06/event-review-disrupt-her-the-future-of-women-in-digital/)

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