VP x Okayplayer: Making Jamaica a Top 10 Audience

Role: Head of Production and Special Projects

Timeline: 2025

Headline result: Jamaica became the 6th largest market for Okayplayer and the 9th for OkayAfrica.

The challenge Gain credibility and cultural currency in the Jamaican and Caribbean markets, an audience we hadn't focused on, even though Caribbean culture overlaps closely with our audience's values.

What I did Using strategies from my years at BET, I booked more Caribbean talent and featured them alongside mainstream acts. I also made content explaining Caribbean culture to help our wider audience connect with it. For Caribbean American Heritage Month 2025, I released only Caribbean guests on our "Diggin" series.

I led communications and strategy with VP Records' marketing team, mapping budgets and rollouts for both brands' roles in their campaigns. I also locked in a media partnership with Little Caribbean.

Campaign moments

• Shaggy: an album signing at the Little Caribbean shop in his old Flatbush neighborhood.

• Buju Banton: a performance on a Big Bus Tours bus riding through midtown from Times Square.

Both moments produced dozens of viral videos, reposts, and multi-outlet press coverage, boosted album sales, and strengthened our presence in the Caribbean community.

Results

• VP Records and Greensleeves became strategic partners.

• We worked on album rollouts for Shaggy and Buju Banton.

• OkayShop launched a microsite selling VP and Greensleeves vinyl.

• Artists we brought in include Machel Montano, Beenie Man, Sister Nancy, Ding Dong, and Govana.