ITC brings Caribbean music to the world stage at WOMEX 2024

A milestone celebration of global music diversity

WOMEX – the Worldwide Music Expo – brought together over 2,850 music professionals from 45 countries, including 290 performing artists, to celebrate diversity and cultural exchange. As one of the world’s foremost music expos, WOMEX offers a unique platform for musicians, producers, and entrepreneurs to connect, showcase talent, and explore new markets.

Caribbean artists shining bright

The Caribbean businesses, working with the International Trade Centre (ITC), brought vibrant sounds from island-inspired fusion genres, sharing the region's rich musical heritage. With ITC’s support, these artists participated in live showcases, networked with music distributors, festival organizers, and collaborators, and explored opportunities in the UK and EU markets.

‘WOMEX 2024 was an amazing experience. It brought many together with not just the love for music but the business acumen to capitalize on it,’ said Joshua Meeks, Jamaican music artist and CEO of Tessellated LLC. ‘I was able to open the door with several individuals and companies plus strengthen previous relationships that had only been digital prior. No doubt the experience will have a positive impact on my business in the near future.’

Projected results: Deals and partnerships

Lí-Lí Octave, singer and songwriter from Dominica

Photo by ITC

Early feedback from the event indicates a positive trajectory for business growth. Several Caribbean businesses have reported significant interest from various labels and festival organizers, which could lead to:

• Caribbean artists, such as Tessellated, exploring opportunities to reach new European markets through direct partnerships with booking agencies and cultural institutions interested in UK-based music acts and UK and EU touring. The potential of these leads was valued at £40,000.
• Masterroom Studio Ltd, from St. Vincent and the Grenadines, established discussions with Caribbean agencies interested in writing camps and distribution partnerships with Caribbean artists. Further discussions on catalogue representation for artists, exploring a deal reached at the previous WOMEX edition, could place their catalogue in English entertainment systems for various airlines, notably British Airways.
• Expected sales of £10,000 are linked to a partnership focused on the AfroCaribah initiative, combining Afro-Caribbean and British music styles. Visitor engagement involved questions about production and collaboration possibilities, with a strong interest in booking Dominica artist Lí-Lí Octave for UK and European performances.

ITC's vision for Caribbean creators on the global stage

Through the United Kingdom Trade Partnerships (UKTP) Programme, ITC is committed to elevating Caribbean voices in global markets and unlocking doors for growth and cultural exchange. This year’s participation at WOMEX has reinforced the Caribbean’s presence on the world stage, positioning it as a hub for musical innovation and partnership.

Securing valuable contacts, with combined projected transactions exceeding £142,500 and seven prospective partnerships in artist bookings, distribution, and cultural exchange initiatives.

About United Kingdom Trade Partnerships Programme (UKTP)

UKTP is implemented by the International Trade Centre (ITC), and funded by the Foreign, Commonwealth and Development Office of the United Kingdom of Great Britain and Northern Ireland. UKTP aims to increase trade from developing countries to the United Kingdom and the European Union by maximizing the benefits of UK and EU Economic Partnership Agreements and the UK's Developing Countries Trading Scheme.

UKTP implements various trade promotion and capacity building activities around the world at different stages of the value chain. UKTP works in partnership with government agencies, private sector organisations, public sector institutions, small and medium-sized enterprises and other local stakeholders.