Caribbean Export OUTLOOK 3rd Edition

61 Our Competitive Advantage

T he Caribbean region is ripe with musical diversity and talent. For decades, its artistes have been churning out global hits in reggae, dancehall, calypso and soca, while crossing over into the contemporary rhythm and blues, jazz and hip-hop genres with relative ease. As with any phenomenon, the style of music has changed to reflect the metamorphosis that the world has gone through, and in the Caribbean it has been no different. Global events have historically had a significant impact on shaping the sound of music, but another dimension that has gone unrecognized, up until the last few years, is the power of the deejay (DJ). DJs have long led the way in introducing new sounds in electronic music. Some are so successful in their art that they develop followings that could easily rival some of the world’s biggest pop stars. Lately, DJs have helped to catapult the changing sound of music into the mainstream. No longer a countercultural phenomenon, DJ-ing has become big business with industry recognition. In the Caribbean, there is no shortage of talent in this area. Names like DJ Crown Prince from Antigua and Barbuda, Trinidad’s DJ Private Ryan and Black Chiney from Jamaica, are known for their creative remixes and ability to push the conventional boundaries. Beyond this, Caribbean DJs are the ideal cultural ambassadors to serve on the front lines of the region’s mission of transporting its music to the world. When thinking about ambassadors, one DJ that comes to mind is DJ Puffy, the 2016 Red Bull Thre3style World DJ Champion. Born Andre Curtis Parris, the Barbadian turntablist started DJ-ing as a hobby during his teens, but it is evident that music is a part of his DNA. “My mom is a musician. Before I was born, she travelled the world singing in her band, winning many tourism awards in Barbados. When I got older she always took me to rehearsals because she never really believed in getting a babysitter. I suppose it was only right I had something to do with music in the future.” What started as a passionate adolescent pastime, eventually turned into a rewarding world-class career; one that has led to Puffy performing at parties attended by A-listers such as Rihanna and Amber Rose, and sharing the stage with Hed Kandi and Rick Ross among others. Puffy’s raw talent has propelled him into the global spotlight, but his success has not overshadowed his Caribbean influence. In fact, many will argue that staying true to his culture and background as an artist is what makes his sound so unique. Other influences include the likes of Ryan Leslie, Swizz Beatz, Machel Montano, Funkmaster Flex, Scratch Master, Private Ryan, DJ Crown Prince, Hypasounds, Peter Coppin, and DJ Jazzy Jeff. “I’m influenced by everything around me. What defines