By Romeich Major, CEO of Romeich Entertainment

Entertainment is a business, and like any business, it evolves constantly. What excited people five years ago might not even spark a reaction today. As trends shift and audiences grow more discerning, our strategies have to keep pace, whether in how we market, what we produce, or where we show up. That’s why staying relevant means staying curious, adaptable, and hands-on. That’s been my approach from day one, and it’s what has kept Romeich Entertainment in the conversation and on the frontline. 

No two days ever look the same for me. One moment I’m planning a stage show; the next, I’m in a branding meeting or finalising a surprise release with one of my artistes. It’s a fast-paced, high-energy space, but that’s exactly what drives creativity and growth. Jamaica’s entertainment scene has matured into something much more layered than stage shows and dancehall sessions. Today, it’s about content creation, digital influence, brand partnerships, and curating full experiences. We’re not just selling a vibe anymore, we’re curating a lifestyle. 

Jamaican audiences, especially the younger crowd, are bold, curious, and quick to move on if they’re not feeling the energy. That means as artistes, producers, and entrepreneurs, we have to anticipate their wants, sometimes before they even know what they want. Talent alone won’t cut it; the real question is, how are you packaging the experience? Are you connecting with people in a way that feels fresh, memorable, and still rooted in who we are? 

Even with all the shifts, one thing stays constant: relationships. Whether it’s a brand and its audience, a promoter and patron, or an artiste and their fans, everything rests on trust. People need to know that when they invest their time and money with you, you’re going to deliver. And when something unexpected comes up—and it always does—you have to move quickly, fix it, and keep things going. That’s how you stay credible in an industry that moves fast and doesn’t wait on anyone. 

In my own experience, juggling a million moving parts is normal. When everything’s calling for attention, I go for the quick wins first. Handle what you can fast, and build momentum. That mindset has helped me not just pull off shows, but also manage artistes, partner with brands, and lead product activations. The key is to keep sight of the big picture while making sure every detail gets done right. 

Of course, budget plays a role. In a perfect world, every idea gets full execution. But in reality, you have to be strategic. Focus your resources where you’ll get the most impact. Give your biggest opportunities the strongest push, then expand from there. 

Right now, we’re seeing a real blend of culture and commerce in entertainment. And when brands truly understand the lifestyle, not just their logo, it shows. That’s why I’m excited about what Red Stripe is doing with Rum Stripe, their new ready-to-drink innovation. It’s more than just a product. It’s a reflection of where the culture is heading. It says they understand today’s patrons, creators, and the rhythm of modern Jamaican link-ups. 

People are drinking differently now. They want bold flavours, convenience, and something that matches the mood, whether it’s a beach lime, a rooftop party, or a quick link before the night kicks off. Rum Stripe nails that. It’s D&G White Overproof rum, made light and flavoured, so it’s ready to drink; no mixing necessary. And in a world where everything’s being shared and captured instantly, your product has to fit the moment, or it gets left behind.

What Red Stripe has done with Rum Stripe is smart. It speaks to now: less fuss, more flavour, pure enjoyment. When a heritage brand can evolve like that, it shows that Jamaica’s entertainment industry isn’t playing catch-up; it shows that we’re setting trends.

So here’s the real message: whether you’re an artiste, a promoter, or a brand, the rule is the same. Stay current, or get left behind. The game isn’t about clinging to what worked yesterday. It’s about observing, adapting, and innovating. That’s how you build influence, earn loyalty, and keep pushing the culture forward.