A Trinidad and Tobago selfmade entrepreneur is making major inroads, constructing a service he knows is absolutely needed in the creative industry.
Known simply as Elmo on the Caribbean music and entertainment scene, the director/ photographer/ videographer/marketer and talent manager, who has recently earned certification in digital marketing and business, is now heading a complete media marketing company.
After years of developing his skills across multiple media disciplines, Elmo, whose real name is Jaba Akeil Claverie, is now the owner of Elmo Studio International – a onestop shop for artistes, entertainment managers and others in the industry seeking the complete digital media toolkit to brand and market themselves.
“My objective is to change the standard, and the way things look in the business here in the Caribbean,” he said.
The company is registered in the United States and is developing steadily, offering clients a packaged experience when they come knocking.
Branding
Elmo’s years of behind the- scenes experience at Synergy TV and 96.1WEFM, as well as creatively developing and executing ad campaigns for Machel Montano’s Machel Monday product for six years, have equipped him with an immense amount of knowledge in professional branding, and media in general.
“I have 15 years experience in this field of work, having done photography, graphic design and directing. I started off in promotions and when I realised the cost of graphics and videography was increasing exponentially, I began doing it for myself,” he explained.
That bit of initiative led to bigger opportunities.
“One day a friend asked me if I’d be interested in doing some camera work and I agreed. That’s when I ended up working with Peter C. Lewis at WI Sports before moving to Synergy TV,” he said, explaining that both opportunities led to him getting hands-on experience in camera operations, programme directing, graphic design and more.
Greater opportunities
Synergy was just the beginning of the journey for Elmo. Greater opportunities would present themselves, thanks to fellow creatives Dori Pro and Lord Edit.
“These are my brothers. It wasn’t an easy road but I am grateful for the connections and the people who saw what I could offer in the industry.”
Videographer Lord Edit was the person who offered Elmo the opportunity to get his foot in the door at 96.1WEFM. He went on to spend nine years at the company, eventually working on some of the most memorable advertising and media campaigns for Machel Montano’s Machel Monday concert. “The problem that I encountered along the way was the fact that even though I had been doing a lot of the creative work behind the scenes, there was really no recognition for me throughout that time. You can have a lot going on for you but still have nothing,” said Elmo.
Observant of the industry’s climate during and post-pandemic, Elmo knew he had to make necessary decisions for the preservation of self and growth of career.
“I went to school and became certified in business management and digital marketing,” he said, explaining that his travels overseas to New York and his interactions with people in the industry would lead to bigger ideas for the development of the Caribbean entertainment industry.
A trip to Guyana, once again commissioned by Lord Edit, led to yet another opportune meeting.
“I had been asked to come to Guyana and, without asking too many questions, I went. I ended up working on a music video for Omaiah Hall – a Guyanese artiste who is tremendously talented,” said the creative.
That chance encounter would lead to him extending himself in a new capacity – that of manager – first with the goal of ensuring that Hall’s branding and marketing were catered to professionally and then, of course, strategically positioning her to engage broader Caribbean audiences, as she moved to continue to rise in the industry.
“Through strategic creative development, added to her hard work and talent, we made big leaps in the months that followed,” Elmo said.
Ambition
This year, Omaiah Hall was nominated for a Caribbean Music Award, for the very first time.
As he moves full speed ahead within a space he navigates with a sense of understanding, Elmo is prepared to welcome new clients whose ambition is to position themselves for markets outside of the region.
“I have also created a music label inside of the construct of the company, and we have my cousin, Sani – the son of renowned Jamaican artiste Warrior King – on staff, as the in-house producer, so that off season, we convert our services to advertising related services.”
A multi-talented creative with a strong set of skills in digital media and creative direction, Elmo heads this new marketing agency that he believes is a necessity at present for Caribbean artistes.
“I basically do everything that’s often outsourced by ad agencies,” he said, adding that he has also worked on several music videos for major artistes such as Spice, Bunji Garlin, Sean Paul and Fay Ann Lyons.
“Artistes need proper marketing and brand awareness strategies. What I am offering is a method to help our artistes gather the required tools to aid in their international positioning. I’m teaching our people how to manoeuvre in this industry for international purposes,” Elmo said. (PR) ‘