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Issue 13
Dee Blackett
Cultivating a Hobby into a Business
Barry Knight
Managing Talent
Dave Squires
The Perfect Sound
Nikita All the way
Try me!
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from the publisher
G
rowth can either be a result of business done well or it can be a business goal. A well-adjusted entrepreneur sees that his/her business can either be a success or a failure but is ready to pivot if the business needs it. Recognising your talent and using it as a catalyst to grow your business is one of the areas that we will be focusing on in this issue. Talent alone is not enough, persistence is what will ultimately get you to the top. At Dazzle Barbados we continue to attractively highlight entrepreneurs and help expand the horizons of those who aspire to have their own business. We have embarked on other ventures to help us achieve this. One such partnership is with Vision 2 Reality, to stage an event called Divas that Dazzle. In its 3rd year Divas that Dazzle highlights female entrepreneurs and business leaders who share their journeys to a packed audience. It’s free and we hope you can join us this November. We highlight four talented individuals in this issue. We profile Nikita, singer and popular radio personality who believes in female empowerment. We also explore the stories of Barry Knight, the founder of Odyssey Entertainment, Beauty by Dee Blackett and Dave Squires of D.A.P.S sound system rentals. I hope this issue leaves you feeling inspired and ready to start blazing your trail. Until our next issue.
Ryan Wills Managing Editor
Dazzle Magazine Barbados is a new, fresh Barbadian bi-monthly publication that provides much needed exposure to young professionals, entrepreneurs, and established businesses. It covers an array of topics and categories key to starting and running a business. It also offers practical advice on everyday living, tips for a healthy lifestyle and interviews with popular and up-and-coming personalities. Dazzle Magazine Barbados is designed to appeal to a diverse range of readers but is especially targeted at working professionals and business owners between the ages of 2150 years. We provide our advertising clients with value for money by offering them a powerful medium to market their products, offer deals and build their brand. Best of all, we give them the opportunity to be a part of a nationwide and online market place of actively engaged consumers who are ready to buy, all at an affordable price. To advertise in The Dazzle Barbados Magazine, contact our sales agent via telephone 1(246) 234 8140 or email info@ dazzlebarbados.com for more information and terms and conditions.
table of
contents Features
10. Dave Squires - The Perfect Sound 18. Barry Knight - Managing Talent 26. Dee Blackett - Cultivating a Hobby into a Business 34. Nikita - All the Way
411
08. Centro Restaurant at Courtyard by Marriott 14. Hurricane Season: Weathering the Storm for Your Business
Mastering Marketing 30. Guerrilla Marketing
Professional Progress
Publisher 123 Digital Limited Managing Editor Ryan Wills Sales & Marketing Orinje Nation Art Director Aldrin Henry Contributors Saskia Moseley Melinda Belle Marita Greenidge Deirdre Blackett Alana Morgan Rankin Morgan Photography Ryan Wills Charles Phillips
16. Entrepreneurship Burden or Blessing 24. Do Your Employees Like You
Health & Fitness
07. 10 Hydrating Foods 22. The Morning Workout - Resisting the Lure of Your Pillow
Eating In
39. Rasta Pasta
facebook.com/dazzlebarbados
Issue 13
Dee Blackett
Cultivating a Hobby into a Business
Barry Knight
Managing Talent
Gadgets & Gizmos
38. Logitech Multi - Device Wireless Keyboard
Dave Squires
The Perfect Sound
Nikita All the way
Out and About
40. Out and About
42. Days Like This
Try me!
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On The Cover: Nikita
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contact us
34
For more information visit us at www.dazzlebarbados.com or call us at 1(246) 234 8140
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10
18
//Feature
Dave SQUIRES The Perfect Sound pg. 10
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10 Hydrating lemon
90
Foods
%+Water
lettuce
96
%water
coconutwater
99
%water cellery
95
%water lime
90
%+water
starfruit
92
%water
watermelon
96
%water
cucumber
96
%water
grapefruit
90
%
water
tomatoes
94.5
%water
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DAZZLE 7
Centro Restaurant at Courtyard by Marriott
A
s I made my way from the carpark to the lobby at Courtyard by Marriott, I first took note that this six-year-old hotel was very well-maintained. In the well-appointed lobby, amongst the early morning bustle of hotel guests, many of whom were dressed for the office, I was met by the welcoming smiles and greetings of the Courtyard staff which assured me that this hotel prided itself in excellent service to visitors and locals alike. The lobby area was beautifully decorated with well-coordinated art pieces and furniture of high quality strategically placed. Yet, there was a curious contradiction about the room. It was cosy enough to relax with a piece of literature, yet there was an air of professionalism about it. It presented the ideal setting for my visit that day; a casual breakfast meeting with a business partner. My business colleague eventually joined me and we were both greeted by Yaksenia in Centro Restaurant. Her friendliness and understanding simply impressed 8 DAZZLE
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us. She motioned us to the dining area and encouraged us to indulge in their delicious breakfast menu. She explained that we could choose from the daily breakfast buffet, or that there were a number of a la carte options available, including the very popular Bajan Breakfast plate complete with saltfish, bakes and fried plantain. Yaksenia also pointed out a number of lighter options like a very tasty looking yogurt parfait with granola and fruit, but our taste buds were poised for the hearty breakfast buffet!
The current price for the buffet breakfast from Monday to Saturday is $48 and $58 on Sundays. We had a variety of food options to choose from. There were fresh cut fruit, omelettes prepared to order, crispy bacon, fluffy pancakes and more. Yaksenia mentioned that the Chef changes the breakfast menu daily and that she likes to incorporate local foods. That day, there was a sweet potato choka available and soft grilled plantain that did not disappoint. And then there is the coffee! For caffeine lovers like me, the coffee at Centro Restaurant is a must. You can enjoy the earthy and bold flavour of the regular coffee to get your morning boost or try one of the specialty coffees available like the Hazelnut Truffle Latte or the White Chocolate Mocha. Very delicious. It is easy to see why Centro Restaurant at Courtyard by Marriott comes so highly recommended for lunch and breakfast meetings. The staff is exceptionally friendly and professional, the food is tasty and reasonably priced and the music which wafts from the ceiling is ambient and hardly distracting. You have the option of either dining at one of the regular tables in the restaurant, one of the media pods or other specially designed seating areas in the lobby. These
areas are equipped with space to accommodate your laptop, and there are also power outlets if you need to charge a mobile device. Furthermore, effortless access to complimentary Wi-Fi is available to resident hotel guests and other patrons utilising Centro. The atmosphere at Courtyard by Marriott is ideal for meaningful business communication. The meeting with my business partner was highly productive and the overall experience we had at the Courtyard has left us with a positive and lasting impression. Courtyard by Marriott, thank you. We will be back!
ADV E RT I S E WI TH US To advertise in The Dazzle Magazine, contact our sales agent via telephone 246.234.8140 or email info@dazzlebarbados.com for more information.
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Dave SQUIRES The Perfect Sound
By Leigh-Ann Worrell
Dave Squires has surrounded himself with sound.
F
or the past 18 years, the entrepreneur has taken his love for music and expanded it into various products and services in order to create a sustainable livelihood from entertainment in Barbados.
Dave explained on a busy Saturday afternoon that D.A.P.S. (an acronym for Definitely A Perfect Sound) is primarily a sound system rentals company, which also offers deejaying, professional audio services such as sound installations, maintenance and retail. Additionally, D.A.P.S. is the only company in Barbados offering foam machine rentals. However, the Ellerton, St George-based company began as a deejaying enterprise; the skill that allowed Dave’s love for music to explore and grow. “I started deejaying when I was around 14,” the Roebuck Secondary alumnus recalls. “… When I was 16, I won a deejay contest at the then Warehouse. At that time Rupee was a deejay too and was in the same competition. I still have that newspaper clipping up in my office.” Dave has also worked at the now defunct Sam Lord’s Castle as the resident deejay, and for the last 16 years has been playing at Island Inn hotel’s cocktail party on Wednesday evenings. “I realised that most of my friends who were deejays rented equipment like speakers and sound systems and I saw a niche there,” Dave says of diversifying his company. 10 DAZZLE
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He learnt how to set up sound equipment through trial and error and being around people who were established in the field. Dave’s study of electrical installation at the Samuel Jackman Prescod Polytechnic also provided technical know-how which serves him well in this aspect of his career. Through hard work and persistence, Dave has powered the sound of calypso tents, large Kadooment bands, concerts, corporate events and weddings. But the work is often thankless and arduous. “Some days you leave home at 6 or 7 a.m., and you are not getting back home until the next day. [With the sound system] you have to run the equipment, do a sound check – and sometimes people may be late for a sound check – go home, shower and come back to the venue to run the show. Then when everyone is leaving you are still there so you pack up and load. Obviously some jobs will be shorter, but there are times like Crop Over and Christmas when there are various things to do and it gets pretty hectic.” While Dave is reaping the rewards of his long, erratic and often unpredictable hours, he also acknowledges adaptability is key to sustaining a career in entertainment, especially in a small market like Barbados.
“When there were fete houses, people would ask you to work for the door. So if you didn’t have clout or a following you wouldn’t make any money,” he says. “There is still some of that going on but it is less so because a lot of the venues have closed down. But the understanding of how and what [promoters] charged has always been a struggle for the industry because we don’t really have an industry, we have an entity.” For Dave, “an industry involves all the different legs of entertainment. Everyone has a different role to play and there is a union to make sure that [people are taken care of]. In an entity however, you have to be chief cook and bottle washer. Therefore if I am running sound I have to touch base with the clients, invoice them, make sure I am being paid and I have to be there from start to finish.” Despite these challenges, he is still doing his part to build a network of industry professionals that he can rely on. “[With a] network, you can find what you don’t have while cutting down on overheads and business costs. Therefore, if you need staging and [another company] offers that then I can arrange it for you. It makes you a one-stop shop and clients really like that,” Dave adds.
He says of deejaying: “with the introduction of computers and programmes, anyone can become a deejay now. There is no more intrigue and practice in it. Before with records and turntables, you had to practice . . . I used to practice sometimes from the time I get up to the time I go to bed – even when my parents used to complain. When we were playing, we had to buy records, categorise them either by artist or genre or even by the year and you had to know where was what - you had to be organized. Now you only have to press a button.” Because of the relative ease in startup costs, the deejay market was becoming increasingly saturated and some were trying to attract clients with very low rates. “The deejay is just as important as the food and the people who are renting you the chairs. Try having a party without music; what are you having? A lime? You must have the main ingredient. But also you must have respect for yourself to get respect. . . I know what I can give and I base my rates around that.” However, Dave also admits there has always been a struggle between deejays and promoters with how these types of entertainers should be paid.
www.dazzlebarbados.com
DAZZLE 11
//Feature
Nikita
All the way pg. 34
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//Feature
BARRY KNIGHT
‘Managing Talent’ pg. 18
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DAZZLE 13
Hurricane Season: Weathering the Storm for Your Business By Melinda Belle
S
torms have the ability to attack your business’ cash flow, whether they are physical or financial in nature.
We all witnessed the onslaught of Irma and Maria as they swept relentlessly throughout our Caribbean region; leaving behind nothing but destruction and despair. Please remember to do your part in any way you can to support our brothers and sisters as they recover. As a business owner you must be well-equipped to handle the onset of a storm or a hurricane. Here are my suggestions:
Weathering the Physical Storm for Your Business 14 DAZZLE
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Here are some questions to consider when preparing for a hurricane: - Is your business’ and clients’ information backed up on a drive or on a cloud? - Are the contents of your business insured? - Is the building you occupy insured? - Should you and your team be unable to re-enter the premises, would you be able to function as a virtual office?
Careful consideration should also be given to acquiring business interruption insurance. This insurance covers the loss of income a business suffers after a disaster, as well as the closing of a business during the recovery process after a disaster.
Please consider the following: - Enlist the services of a bailiff to collect the outstanding debts due - Set up a savings account separate from your operating account and save money for emergencies - If business is slow, it may be time to consider generating multiple sources of income. - Generally, as a rule, not more than 35% percent of your income should be tied up in debt. Take stock and see where you’re standing financially as a business owner. To be rid of your debt at a quicker rate, consider paying more than the minimum amount due. When your debts are clear you can do more with your money.
I am recommending every company sit down and work out the logistics for preparing effectively for a hurricane.
Ready or not, here they come. Are you storm prepared?
Weathering the Financial Storm for Your Business In some circumstances, companies experience challenges with their cash flow.
Melinda Belle is the Founder and Managing Director of Astrape Finance, the caring, knowledgeable, trustworthy, financial company guiding you to financial stability and prosperity through education, sound planning and advice. melinda@astrapefinance.
It could be the result of the following: - Non-paying clients - Most of the company’s income is tied up in debt - An unexpected expense comes up - Business is slow How do you weather the financial storm for your business?
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DAZZLE 15
Entrepreneurship Burden or Blessing By Saskia Moseley
W
hen entrepreneurship is the topic of discussion, only one side of the coin glitters -the side of self-perseverance, determination, freedom and ultimate success, whereas the darker side- the most untoldstays covered. Entrepreneurship is looked to with such grandeur for various reasons, some of which is led by the fact that it really is a positive endeavour. However, it must be considered that like all journeys, this one will have its ups and downs.
Your Own Boss vs. Accountability As an entrepreneur, you get to make your own decisions for your business. No one is behind your shoulder telling you what to do and everything is at your liberty. However, at the centre of all of 16 DAZZLE
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this freedom is blame. Your decisions alone make or break your business and if something goes wrong, it is exclusively your fault to everyone – even if it isn’t. Your decisions have the ability to stunt or even destroy progress and that will inevitably weigh on you.
Secondly, your schedule will be hectic and your focus will be geared towards how to grow your business. As such, you will have less time for friends and family – a frustrating and sometimes depressing position to be in.
Flexibility vs. Unpredictability What draws persons towards entrepreneurship is the idea of flexibility. No longer must you suffer through the stressful prospects of a 9 to 5 job. However, despite the promise of flexibility, transitioning from an employee to an employer means trading in 8 hours of your time for 24 hours instead. Every minute acts as a window to building your business. Your work schedule also becomes unpredictable. Although there is the idea of freedom to use your time as you like, all of your time must be used with your business in mind.
Success vs. Financial Uncertainty It is also important to understand that starting your business will not guarantee a success story. There is always a margin of failure to consider. At the same time, with hard-work, proper research and good decision-making, success can come knocking on your door. Before it gets to that point however, the growth of your business will be a struggle and there will always be a level of financial uncertainty. Because the returns of your business will fluctuate every month, there can be lower returns. With that considered, as the entrepreneur your pay cheque can suffer because your focus will be ensuring your employees are paid and your business has what it needs.
Connections vs. Loneliness As your empire grows under your management everything will be exciting. You will meet like-minded persons with a plethora of knowledge and skill looking to help you as you are willing to help them. However what they don’t tell you is that despite all the new connections you will be cultivating, the business is plagued by loneliness. Firstly, those connections will be of a professional kind. Most times, they won’t become personal and it will be a matter of developing the relationship in pursuit of developing the business.
Even though being an entrepreneur can be a burden at times, feeling constantly stressed is not a part of the job. When the journey becomes only a draining experience, take a break! Spend time with your loved ones with a vacation or take the time to speak with a therapist. At the end of it all, if your business is only considered a burden to you, then it will only suffer.
www.dazzlebarbados.com
DAZZLE 17
BARRY KNIGHT
‘Managing Talent’ By N. L. Bowen
B
arry Knight, the founder of Odyssey Entertainment, has a profound love and passion for music. These desires were influential in his decision to establish a career in the entertainment business; not as a musician, but in the less sought-after field of Entertainment Music Management. Odyssey Entertainment was established 13 years ago. What started as a hobby with a group of friends, morphed into a full-fledged career that has proven quite rewarding. Barry’s career evolved from managing musical clients over the years to creating opportunities from ‘busking’, that is, playing for tips, which turned into a lucrative business venture. His client singer-songwriter Alexander Mills opened for Babyface during the final Barbados Jazz festival in 2010. His current single “Just Be Friends” has received continuous airplay on Barbadian radio stations and has gained both regional and worldwide exposure. Barry made the decision to quit full-time work in his family’s business to pursue a career in a sector perceived as providing only seasonal benefits. This truly indicates his free-spirited nature yet go-getter attitude. With overseas promotions in Cannes, San Diego, New York, Los Angeles, London and Australia, his company is set to make major strides internationally. Furthermore, he has plans in motion to be in the publishing aspect of entertainment. Barry’s mission is to effectively manage and guide upcoming artists through Odyssey Entertainment, and with a dedication to his business, he is set to create future stars, both behind the scenes and onstage.
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When was your company established and what does your job entail?
List the challenges faced while working in this field.
Odyssey Entertainment was created in 2004. As the Entertainment Manager, I manage and develop artists, producers and songwriters. I create avenues, techniques and programmes for artists (e.g. media training, ear training) that would enhance their craft and careers. I also market musicians by finding unique ways to get their music heard.
In the beginning with my 1st band, I had a lot on my plate - dealing with different personalities, scheduling and securing gigs. I was trying to find a balance to get things done, but I loved it and that was what kept me going. Also, it was difficult in the beginning to find a mentor. I was later introduced to Peter Headley who is a Music Business Consultant, by Miles Robertson in 2008 (the Musical Director (MD) of Adele, Alicia Keys, Zayn and rapper Fabulous to name a few). He is now my business partner and co-manager to Alexander Mills. With his guidance, he set the path for me to understand what I wanted to do. I love what I do, so it doesn’t feel like work. I don’t see anything as a failure. Instead, I see them as learning points and I learn from mistakes.
Why was the name Entertainment chosen?
Odyssey
It was not my first choice. When I went to register my original name at the Corporate Affairs and Intellectual Property Office, it was already taken. So I googled lots of names and the name Odyssey came up. I wanted a fun name with a global feel and one that was not a cliché. I also wanted a name that signified where I wanted to go and what I wanted to achieve.
What motivated you to be in this aspect of the entertainment sector? I always loved music and the creative process. Barbados has a lot of good talent and many youths who want to enter the entertainment field as singers, but they are ‘still lost’. They lack the proper direction, work ethic and knowledge to fulfil their goals. I first got into the field of entertainment management when I was asked to manage a group called Infinity - a quartet group. I then decided to form my own group called Acoustic Soul. It included one of the members of Infinity, and one of our first major gigs was at the Miss Barbados Universe Pageant which was produced by the late Andy Niles at the time. After that group, a young guitarist approached me to manage a band. It was different for me ... coming from a group with harmonies and a backing track to a band with musicians. But it was a bigger stepping stone for me at the time.
fun facts Although he loves music, Barry admits that he is not the best singer. He likes to travel and if the need arises, lists Los Angeles as the place he would relocate to.
Do you think that businesses in the entertainment sector are supported enough by government entities? There’s ‘red tape’ from government ... a lot of ‘back and forth’. When I started in 2004 I was hearing about the Cultural Industries Development Act; it is still in its implementation stages! However, I don’t wait for financial assistance. When I was preparing to take my clients to The American Society of Composers, Authors and Publishers (ASCAP) Conference we set out to raise additional funds by performing for tips at local malls. Eventually we reached our goal and the trip was a successful one.
Since travelling overseas is part of the business, is it as glamorous as it appears? It is still work. You get to network, but you still have to watch how you speak because of your different accent. Travelling also gives artists a chance to grow.
What advice would you give to those who want to work in the entertainment sector as an artist or manager? - You have to possess a passion for it. Don’t only see the career from the money-making perspective - Do a lot of networking - Don’t see anything as a failure. Learn from mistakes - In artist development, know that clients should always come first.
He likes to party and was a loyal Kadooment band member of Baje International. He also was a regular at Trinidad Carnival.
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DAZZLE 19
Better Light, Better Productivity
20 DAZZLE www.dazzlebarbados.com Barracks Hill No.1, Vauxhall, Christ Church, Barbados
Tel: 246-271-7515
/LedIlluminationsInc
//Feature
Dee
BLACKETT Cultivating a hobby into a business pg. 26
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DAZZLE 21
The Morning Workout Resisting the Lure of Your Pillow By Marita Greenidge
S
ome people like to grab a cup of coffee, others perhaps tea; some go right for the news. I like to grab a healthy dose of exercise. I call it my morning medicine. But why exercise in the morning? No one wants to get up any earlier! Ugh! Yet, many people, much like myself, make that choice; we do it because there are several benefits to the early workout. Here are a few reasons that might help you resist the lure of your pillow.
You are More Likely to Fit Your Workout into Your Day Let’s face it life happens and the best laid plans often go awry. When you do your workout first thing in the morning you are less likely to skip it. As you move through the day many obstacles can sneak up on 22 DAZZLE
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you – you may become tired, an unexpected meeting may pop up, an urgent deadline rears its ugly head. Exercising in the morning means your workout is out of the way before the ails of the day can impact your plans.
Improved Focus and Mental Acuity There is countless research out there showing that exercise helps with mental alertness and sharpness. A high intensity workout has been shown to give the same boost as a cup of coffee! Suddenly you could be a rockstar (not literally)!
More Energy Who doesn’t want to feel more energised throughout the day! An early workout helps you feel more awake and full of life giving you that boost you need to conquer the day.
Greater Consistency | Reach Those Fitness Goals!
You’ll Feel Great and be in a Better Mood! Working out in the morning can get your day started on a really positive note. When you exercise, the body releases endorphins creating a feeling of euphoria and general well-being. Imagine walking into the office (or your workspace) feeling happy and ready to take on the day. That’s an amazing feeling! It also helps you manage difficult personalities and situations with a more tempered approach.
To get results from any fitness regime you need to be consistent. Given morning workouts are less likely to be railroaded by an unexpected day you are more likely to foster consistency with your fitness programme. This helps you stay on track with reaching your fitness goals. There you have it! Kiss that pillow goodbye! I hope I’ve given you a few strong reasons to at least attempt a morning regimen. Good luck! Marita Greenidge runs the Health & Nutrition Division at Stansfeld Scott & Co. Ltd. She is an ACSM Certified Personal Trainer and a health & fitness enthusiast. She has a keen interest in fitness walking and writes a weekly blog at www.mfitfitnesswalking.com.
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DAZZLE 23
Do Your Employees Like You? By Saskia Moseley
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our employees arrive to work. When they notice you, they make eye contact for a moment and their greetings are just as brief. “How’s the morning going?” You ask. “Fine,” they muster and that’s that. Later on, you decide to hop out your office for a coffee. As you close your door, you hear an uproar of laughter from your employees sharing their weekend stories. When they see you however, those grins turn into clenched jaws and they move to their desks in silence. In a state of self-reflection, you walk off for your coffee with the thought gnawing at you; “Do my employees even like me?” Chances are, if they’re showing any of these signs, they probably don’t and here’s why;
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You’re Disrespectful A lot of business owners don’t realise when they’re being disrespectful to their employees because they’re not told so. But who can be blamed? The security of having a job often outweighs a confrontation with a mean boss who will probably fire the employee in question. If you’re shouting, speaking to them inappropriately or being passive-aggressive (or aggressive in general), your employees are probably looking for another job while you’re in your office.
You Over-Manage Employees
Competent
There’s one thing to guide your employees and another to be stalking their every move. People like to know that they are trust-worthy enough to be considered competent. If you find that you are always on your employees’ backs about their work, rest-assured that your distrust is blindingly clear.
You Don’t Act Like They Have a Life You have to be compassionate enough to understand that your employees have responsibilities outside of the workplace. Always asking them to work overtime or giving them excess work is actually counterintuitive since a stressed out employee underperforms. The simple solution is to give them some flexibility.
You Don’t Give Credit (Where It’s Due) When your employees do a good job, tell them! That way they know that their efforts are appreciated. When your employees propose an idea to you and you like it, give them credit! There is nothing more disrespectful than claiming someone else’s idea as your own. If you do this, consider yourself disliked.
You Don’t Keep Up With Your Employees’ Work As an employer you have to be willing to communicate with your employees about their work progress. If you don’t, then who will be there to guide them? You’d also get insight into what they might need to do their job better. However, if you try to give your employees’ guidance but have no in-depth understanding of their work, they will easily detect your ignorance and find it hard to respect you.
Even if you don’t do what’s indicated in this list, take some time to reflect on who you are as a boss. There is always room to improve as a person.
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DAZZLE 25
Dee
BLACKETT
Cultivating a hobby into a business By Saskia Moseley
W
ith a degree in English Literature, Dee Blackett’s passion for the subject resonated whenever she could write. However, that passion dwindled as she realised after only two weeks of teaching it, the profession was not for her. There, the multitalented creative came to understand her true calling in her passions for makeup. Once certified as a makeup artist, Dee took the final step and opened her company in 2011 - Beauty by Dee Blackett. Today, she decided to give advice to anyone who wanted to begin the journey of cultivating their hobbies into a business.
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Was it expensive starting Beauty by Dee Blackett? If you want to have a solid kit, it is expensive but you’re just starting so be practical. When you are moving into a house, it’s not going to look like somebody else’s who’s owned it for 10 years. Buy your products strategically and keep adding.
What are some of the greatest accomplishment you have achieved for your business? In 2015, I self-published my book called ‘The Caribbean Woman’s Cosmetic Culture’. It’s a collection of interviews about the perception of the heavily madeup woman and how it’s changed. Definitely though, I’m proud we’re creating this authentic community through the Pure Beauty Tour.
How did the Pure Beauty Tour come about? My clients were always like “Dee, can you help us shop for makeup?” so I thought of doing a personal shopping service but then I thought to make it a big event. At different stores, my team guides you through what you need to buy for your complexion and skin type. We have a coach, gift bags at the end and lunch is included at a nice restaurant.
fun facts The first time I wore lipstick, I was 3. I had this bright red lipstick on pouting. I’m very goofy. When sponsors ask me what I think of a certain product, and I love it, I dance around the office. I love hosting wine and cheese evenings and I like mixing drinks. I’m a mixologist in my head.
What’s coming up for the business? It hit us that we needed to do a lifestyle subscription bag. It’s called the Pure Beauty Bag. We launched our first official summer edition bag on July 1st. We had a nice pink moscato, Maybelline makeup products, coupons for nail services, and other things. The next one is our Holiday bag and we’re looking forward to it.
What do you believe is your role in the community? It’s about the average woman who might think, “I shouldn’t be wearing red lipstick.” It’s about making
that woman feel happy and comfortable and teaching what’s best for her while finding that sisterhood. That’s definitely my role.
How do you keep up with the latest trends in the industry? I go to the Makeup Show in New York to meet professionals and learn new techniques. I made contacts there and I’ve always kept up with them. The founder of the Powder Group, artists who have a lot of weight in the global industry contacted me and was like “This Pure Beauty Tour is awesome. We want to be sponsors.” So for people who think Barbados is small - This is worldwide. You have no idea how far you can go once you focus.
How do you think business will be affected by the declining economy in Barbados? My advice is to have a deposit system. Somebody might book you and then cancel last minute so you have to safeguard your business. What is also important is business ethics. Being polite and professional really gives you a push.
How do you see the makeup industry developing in Barbados? Right now it is very saturated so you have to focus on yourself. Focus on creating a niche. You can’t do 250,000 faces, so why are you worrying about how many artists there are? Be creative.
How impactful is social media on this business? You have to be in touch with what’s going on and your followers. You also have to brand yourself. Some people like to have a persona and some people are authentic. But definitely self-branding is very important.
What’s the day to day life like? It’s scary. I would suggest having another job until your business gets to a certain level. Even now I have a part-time job. I have a friend who is an entrepreneur too. I always tell her when there’s seemingly nothing to do, this is the time where you plan. The hustle doesn’t stop. People make the makeup artist life look glamourous- it isn’t. I’m used to hauling stuff - makeup, chairs, tables, bags - it’s long hours.
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How do you find the balance between your personal life and your business? If you don’t take care of yourself, it can eat you alive. It got to a point where I would just work and not eat. You have to learn how to unplug and say no. It can be rough but you have to make a considerable effort.
Any other advice you would like to share to other entrepreneurs? It’s important to do a business plan and to budget. Don’t look at things from an aspect of “this person is offering this so I’ll offer that.” You need to have tunnel vision to think about what you want to do and once you find that rhythm, ideas and opportunities start coming.
Where do you see yourself in the next 5 years? I want my Pure Beauty Bag running as one of the biggest lifestyle bags in the region. I want to be the go-to for makeup education and support entrepreneurs in the beauty industry. What I’m most focused on is helping women to come into their own makeup lives and just have a community of beauty lovers.
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//Feature
Nikita
All the way pg. 34
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Guerrilla Marketing By Saskia Moseley
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hen we hear the term ‘guerrilla’ the first thing that comes to mind is savage warfare. So then how can the two words ‘guerrilla’ and ‘marketing’ possibly come together to create anything good for your business? Although the word has been borrowed from the concept of civilian warfare, the only element of the meaning that was kept is the unconventional way of yielding results. Are you a small business looking for an advertising strategy that isn’t costly, yet will have customers entering your business in droves? Restassured that you have found your solution…that is, if you can pull it off. First coined in 1984 by Jay Conrad Levinson in his book titled ‘Guerrilla Advertising’ Guerrilla marketing is an advertising technique that is low-cost and unconventional yet yields incredible results. The idea is to surprise the customer to the point where they are so impressed, they not only check out the product advertised, but they tell their friends and family therefore generating a buzz. Most strategies
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of this kind employ reforming the environment the customer is accustomed to so that it incorporates the business’ brand. Of course, in creating a memorable moment that is both far-fetched and impressive, one must undergo careful planning while using a boundless imagination. Barbados isn’t new to this style of advertising. The rum shops you can find on almost every corner have been doing it for years. Their exteriors are painted with illustrations of liquor brands and Bajans having a good time to the tune of dominoes slamming. This is the ultimate form of guerrilla marketing. Except there’s one thing. Every rum shop has been doing it for years! It’s to the point that rum shops are expected to follow this trend of advertising. As outlined previously, the first rule of guerrilla marketing is to surprise the customer! There is no shock value in the expected. It will certainly be a brain teaser trying to figure out the perfect guerrilla marketing strategy. Luckily, multiple companies have successfully undergone such strategies. Here’s a few that impressed us!
The concept was as unique as it was mind-boggling. The Nikon Corporation, best known for their cameras, left passer-by’s feeling admired as paparazzi seemingly snapped them as they walked by. Of course, this brought immediate attention to the advertisement. This concept was fascinating. Found at a mall, persons who walk over the advertisement are perceived as fleas and ticks to persons on higher levels looking down. The Frontline Company took advantage of the
environment, understanding that there is a constant flow of persons walking in that area. It also sends the clear message of what their brand incorporates; a company that specialises in getting rid of your pets’ pest problems. Most important of all, it is captivating as it is impressive. Believe you can think of something just as amazing for your business? We dare you.
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Posing for Pictures: Do’s and Don’ts By Deirdre Blackett
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picture is worth a thousand words. However, for some of us a bad photo can pretty much feel like our lives are ruined. We have curated some tips that will ensure you are photo-ready at all times. Especially at this time of the year where events are plentiful and so are photo opportunities. DO find your light. Bad lighting can spoil any photo. Face the direction of the light whether artificial or sunlight. If you can avoid direct sunlight and stand in an area where the light is bouncing off of a surface that is even better because the light is softer and more flattering. For example, standing in a doorway facing the sunlight as opposed to in the sun. Another upside is you can look directly into the camera more
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comfortably without having to squint. My favourite time to shoot photos is what photographers dub “the golden hour”; the time just before sunset where the light is warmer and creates softer shadows. DON’T hold your camera or phone right in front of you if you are taking a selfie. This angle is the least flattering. Instead, hold your device a little higher, angle it down and look up. The result is a slimmer oncamera appearance, no double chins and your outfit fits in the shot. DO perfect your posture. This goes for both having your photo taken and selfies alike. Slouching and overarching your back do not make for a good photo. Stand straight with relaxed shoulders, put a hand on
your waist and experiment with how you position your feet. Try to create angles with your body so the photo does not appear one dimensional. For you ladies, a bonus tip is to wear heels; they elongate your legs and automatically help with your posture. DO know your good side. It is not a myth - we all have one! Look at previous photos or take some test selfies; I guarantee you will notice which side of your face looks the most attractive. Just between us, mine is my right side. Knowledge is power and this is a big one so once you determine your best side and angles, work them! DON’T overthink it. Loosen up, have fun and let your personality show. That is what it is all about, right? You want your character to shine through. Smile, laugh, try to exude confidence and the camera will capture that. Deirdre Blackett is the owner and lead artist of Beauty by Dee Blackett and author of The Caribbean Woman’s
Cosmetic Culture. She also focuses heavily on makeup education, product testing and is an avid beauty blogger.
ADV E RT I S E WI TH US To advertise in The Dazzle Magazine, contact our sales agent via telephone 246.234.8140 or email info@dazzlebarbados.com for more information.
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Nikita
All the way By Saskia Moseley
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o most, the tantalising uniqueness of Nikita begins with the sound of her voice that drives the hips into a swirling frenzy and creates a heat that makes the body drip of sweat. However, the beautiful sensation graced our ears, not with her borderless musical talents, but with the phenomenal story of an artist. As she continues her family’s life-long tradition of serenading the ears of thousands, Nikita has proven to us that dreams, no matter how profound, are nothing more than a challenge waiting to be accepted.
How did this all start? My first stage performance was at my pre-school graduation. Then I sang through church and NIFCA, danced with Dancin’ Africa, Pinelands Creative Workshop and Ellerslie Folk Chorale. I always knew I wanted to be a performer. I have to sing, I have to dance and that started my pursuit in being the next big thing
When did that big opportunity come for you? I studied Tourism and Travel at BCC and I got a really good job at Scotiabank around 2007. I would sing at all the staff parties and my colleagues immediately knew that was my dream. My team was like, “We genuinely feel that you belong on stage” and for them to recognise that was a huge eye opener for me. I then went in the office and was like “Guys, I love you. I can see a future here but it’s not my dream. I can’t quit on music because it has never quit on me. Every time I open my mouth I have this amazing ability to sing and that is a blessing.” 34 DAZZLE
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You see these amazing performances at the Grammy’s and other Award shows and little me from Barbados [wondered] “How can I do that?” I couldn’t see it happening until Rihanna got signed. Then it was like; ‘Woah! I could be next!’ which started a long, journey of auditions and showcases. Of course the industry is different now. What happened to Rihanna will never happen again. You can get signed from Barbados but how it happened will never happen again.
What genres do you identify with? I wanted to sing like Whitney Houston and Mariah Carey. After a while, I became the ‘Ballad Queen’. Any time you needed a ballad sung- call Nikita. Then I did a Pop RnB track called ‘Rising’ that people liked. [But] when you think about it, it’s like an artist from Texas trying to be a Soca singer. I was in Barbados trying to break out as this RnB Pop Queen. In retrospect I can see why it would’ve been so hard.
How is your brand defined? I wanted people to see that there’s no real separation between Nikita the artist and Nikita the person. After I perform, people would say “I had no idea you were this cool, I thought you were super stuck up.” And I’m like nope not all, I am super normal!” I could be your sister, friend, neighbor and someone you can relate to. Every day I put out something inspiring especially when it comes to my women because we don’t get enough of it. It’s only after meeting my fans and more importantly the love I received for just being myself allowed me to hone in on what was special and unique about NIKITA! It wasn’t my image or even my voice, it was simply ME! The orange hair came as a mistake that I claimed and I just thank God I was brave enough to roll with it. It’s easy for me because nobody really does orange and so it was easy to stand out. I’ll forever be your orange haired songbird!! THANKS SALT!!!! “wink”
What’s the business of singing? It’s the transition of an aspiring artist to the professional world of singing and the full industry of Music. “The business”, I learnt on the journey. You have to ask yourself, “What do you want?” Once you’ve identified it, write it down and timeline them. Don’t be afraid to ask and don’t be afraid to hear no. When your talent is recognised, people will take the courage to invest. I would encourage anyone to study the business especially when it comes to understanding what your rights are and what is owed to you. “Do Your Research!” There are also so many opportunities in this world of social media. You could capitalise on so much more apart from using your voice. Sure it feels risky, but if you continue to play it safe and not be open to taking risks, you can’t grow. And if you don’t grow you die…artistically, mentally, metaphorically, emotionally, and spiritually.
fun facts I love any beach on the south. I have to be in the water- it’s therapeutic. I have a laugh to die for… or more like a cackle. When you live in a family like mine, you better have the loudest laugh. I love food. I am a food idiot. Breadfruit. Roast, fried, mashed, creamed. I had breadfruit soup the other day with chocolate, it was so good.
Tell us about South Central Team’s involvement in your work. Richard Haynes was the first person to approach me about doing Soca about ten years ago. I was watching from the side-lines trying to see how I could insert myself into the Soca industry because to me Soca isn’t just about the genre, it is the lifestyle. You have to live and breathe Soca to really give a genuine performance. He then introduced me to some prominent people in the industry and then a move to Trinidad happened thanks to my sister-friend Leah Marville and Machel Montano of course and that started the journey of Soca. South Central started as my booking agent but now a full management team. Correction! This team is like family, they have my back and I have theirs. You need that level of support in this industry!
Do entertainers need a team? You need people that are just as hungry as you are but you should be the hungriest out of them all because no one wants this dream as much as you. You have
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to hustle and grow and build a strong backbone to handle anything.
Tell us about your journey as a broadcaster. Now that one I did not see that coming. I was doing an interview for Baje International three years ago. Richard wanted me to fill in for him and I was like, “Okay, I’ll push the event.” Shortly after, Richard told me it was actually turned into an audition because The Boss was listening and liked the tone of my voice and wondered if I was interested in being a part of the Slam 101 team. I was like, “What are the odds?” I immediately screamed “YES!” That “yes” trumped every “No” I received on my journey and open doors of opportunity were finally surfacing. At Slam101FM, We party together, we drink together, we talk junk together but we hustle and grind hard!
What has been the toughest part of your journey? Hmmn! They’ve been many tough moments but none like this year, with the controversy surrounding the song ‘Same Way’. When you release a song after spending 6-8 months strategizing and conceptualising videos and you’re putting all your effort into it to being your “big” song for the season; well, you know the story and it was tough. Those feelings of excitement and everyone loving it was clouded by everything that was going on and to pull through all of that was a true test of character. [I was] almost forced to forget Nikita the person. Of course the tears came but when I saw the love and support and fans old and new fighting for me on social media, I knew I had to come back strong. It wasn’t easy but I had to show them I appreciated all of it! I didn’t know I had that level of support. I felt the love, and at the end of the day that is all it is!
What tips would you leave with our readers? It starts with “What do you want?” You have to know what you want out of it and what’s important to you! I take this business so seriously. I respect it enough to do my research and I expect everyone else to do the same. If you don’t go to sleep and wake up with music on your mind then it’s not for you. Open a book, learn an instrument or attend a writing camp, just do what you have to do, to know what you have to do! You can’t, if you don’t know! Be so prepared that any time an opportunity presents itself, you’re in a position to deliver!!
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What’s next for Nikita? I want to be a bit more involved in charities especially the ones empowering women and our youth or I may even start one on my own. There’s always merchandising but I’m never one to do the expected. I have some ideas though and everyone will know in due course. Of course the music will continue. I’m already talking to writers and producers- genres I wanna tackle from reggae to pop.
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Mobile Device Cradle An integrated phone and tablet stand securely holds a variety of devices from smartphones to iPad Pro at the perfect angle to read and type. (Holds most phones and tablets up to 10.5 mm/0.4 inches thick.)
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ingredients • • • •
2 cups Penne Pasta 2 cups grated cheese 1 ½ - 2 cups coconut milk 2 bell peppers (1 green and 1 red) • 1 tsp hot Jamaican jerk seasoning • 1 garlic clove minced • ½ chopped onion
• 1 tbsp olive oil • a bit of ground pepper and salt Sauce • ¼ cup olive oil • 2 large garlic cloves • 1 can diced tomatoes • 1 (8 oz) can tomato sauce
• salt and black pepper • ¼ cup heavy cream • ½ cup freshly grated Parmesan cheese • 2 tbsp parsley • 6 basil leaves chopped • a pinch of sugar
method Boil penne pasta until cooked but still firm then drain. Next, sautee minced garlic with chopped onions and bell peppers in olive oil or butter in sauce pan over medium heat. Add jerk seasoning, then coconut milk (paying close attention to prevent from burning), add a bit of salt and ground pepper to taste. Add in parma rosa sauce and slowly stir in cheese until completely melted. Add penne pasta and thoroughly mix and combine until it has thickened. Serve by itself, grilled chicken strips, grilled shrimp, or your choice of meat.
Sauce In a large heavy saucepan, heat olive oil, then add the garlic cloves. Toss and cook on medium heat for a few minutes. Do not let garlic brown. Add the tomatoes, basil, salt and pepper. Cover and cook tomatoes about 10 min. Uncover and stir in parmesan cheese and then the cream slowly, then add sugar. Simmer the sauce a bit for the cream to become incorporated. Add water or warm milk, if needed, to bring the sauce to desired consistency.
Recipe by: Caribbean Vegan by: Taymer Mason Photo by : Matthew Benson www.dazzlebarbados.com DAZZLE 39
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