In 2010, Crystal Granado took the helm of We Limin Promotions International. She changed its primary focus (which at the time was mainly event coverage and promotions) to include artiste management. She has not regretted this decision, as it was a carefully planned one. After identifying the need for a full service entertainment management company she put her plan into effect.
“What I realized was that many artistes had too much on their plates. They had to focus on their music, book gigs, manage their identity, make links and secure their funding. Doing all of this on their own was taking away from their ability to create as well as their time to do it in. When you’re crunching figures you’re in a different headspace than when you focus primarily on your art… as a writer I know. Also many of them lacked the necessary industry knowledge to really negotiate for themselves so that they would at least earn a decent living from the talents,” the young CEO and Managing Director explained.
With over twelve years experience in the Marketing field under her belt, she has worked with organizations such as Nestle Trinidad, S.M. Jaleel, Digicel, Sidewalk Radio, T&T News Centre and even We Limin Promotions International back in 2003, all of which centred on marketing, advertising, customer and public relations. We Limin Promotions International’s services include artiste management, events management, advertising, marketing, PR/media relations, social media management, celebrity personal assistance, music compilation consultancy, finance consultancy, website design/development, sponsorship acquisition, image management, bookings and all business services an artiste would need/require within the entertainment industry.
Granado admits that managing artistes is no easy business and that it calls for her to take on different roles. “We’re basically looking out for their all round well being because that translates into their ability to perform. The job never stops because it’s a lifestyle and artistes are under constantly in the public scrutiny. In addition to myself, the entire team has a role in ensuring that our artistes present the best of what they have to offer. It’s all about being professional in every aspect of their lives because it takes only one indiscretion to undo a good reputation. And I know good or bad, press is press… but we would rather the good,” said Granado.
Jokingly, she recalled an episode at this year’s Soca Monarch, when a key prop belonging to Sherwin Dubois to be used for his performance went missing. She and her staff had to comb the grounds of the National Stadium in search of it, but unfortunately, would not do so in time. They eventually found the item in the tent of another artiste (whose name we shall not mention).
And that’s basically how it began for Granado and her team at Carnival. They’re usually moving quickly from venue to venue, getting artistes to their shows on time and in one piece with the right wardrobe. Granado’s interest was always pegged to music and marketing with the former coming naturally to her as result of her family’s involvement in many musical projects throughout the years and marketing experience through school – she possesses a BA in Marketing from the University of London. Ultimately it was her entrepreneurial spirit that got the better of her. She resigned from her day job and started using her skills as a freelance writer/publicist.
Granado has never regretted the move – as it would have eventually happened given the career she was pursuing. As she moves forward with the company she is putting in the work necessary to steer it to success with the help of her able team.
