Creative Corner with Caeshia St Paul from Trojan Records

Caeshia St Paul is the Marketing Manager at BMG-owned label Trojan Records and she has over 10 years’ experience in the music industry.

At Trojan, Caeshia looks after the world’s most iconic Jamaican music record label, producing and executing initiatives which aim to grow the brand whilst honour and celebrate the music, through serving both traditional and new potential fans.

Her remit is truly 360 and includes product management of luxury boxsets and releases from legendary reggae acts, digital strategy, partnerships, artist liaison, events and marketing strategy.

Caeshia began her career at Global Radio (formally, Global) as a Marketing Intern, after graduating university with a degree in this field. This soon led to a full time position as a Junior Product Manager, where she worked in the Enterprise team on all brand extension products including books and music albums.

Having worked on successful album campaigns for brands such as Heart, Choice, Capital Xtra, Radio X and Smooth, Caeshia was also at the forefront of driving business on the Classic FM label where she managed product ranges, each selling over 1 million physical units, led on the brands digital release strategy and product managed (end-to-end) numerous top selling front-line albums, many of which reached #1 on the classical chart. An additional key achievement includes securing a #3 album on the official pop chart.

In 2014, Caeshia was named on the Radio Academy 30 under 30 list and was the best performing classical product manager in 2016, based on sales.

I'M LOVING

I have recently worked with a Jamaican artist based out of Australia called Robin Clare. I love her illustration and animation style.

The video that Robin made for us was for a Trojan Records Jamaican Independence day special which re-imagined scenes of what the street parties would have looked like in Jamaica when independence happened in 1962 - a really beautiful piece!

There's also a Ghanaian photographer who takes the most striking pictures called Obibini Kobby. I've not worked with Obibini before, but wow his work is so amazing and represents black and African culture in the most beautiful way.

FAVOURITE VIDEO

I might be being biased here, but this was a project that I partly worked on alongside my amazing colleagues at BMG / World Circuit. Wassulu Don is an epic track from Oumou Sangaré's latest album entitled Timbuktu, and is all about taking pride in your home town and culture!

This video was directed by Justyna Obasi and managed by a predominantly female team plus an all female cast. Oumou is an avid female rights activist, and the video was released just in time for International Women's Day. The perfect depiction of #blackgirlmagic in my opinion.

BEST ARTWORK

It's About Time (Chic) by Nile Rogers.

RECENT CAMPAIGN

We have recently released a collection called King Scratch - a beautiful multi-format boxset which celebrates the life of the world's greatest reggae producer - Lee 'Scratch' Perry.

There's over 110 tracks on the boxset across four LPs and four CDs. The box also includes a 50-page book and poster. The product truly pays homage to a legend that we lost last summer and is a one of a kind in that it's a true anthology of the great producer's work.

COLLABORATION

Wray and Nephew and Wretch 32 - Jamaica 60.

RECENT VIDEO

This was released more than a year ago but i really loved Jorja Smith's Bussdown video. It's one of these vids that just grabs you right from the beginning!

LOGO LOVE

Wu-Tang Clan!