Meet Cheraine Marshall | Music Executive and Founder of Tastemaker

We had the good fortune of connecting with Cheraine Marshall and we’ve shared our conversation below.

Hi Cheraine, what led you to pursuing a creative path professionally?
My journey into the music industry is deeply rooted in my familial heritage and profound love for the culture of Jamaica. My late grandmother, Leanora ‘Mama Lee’ Powell, was renowned for hosting legendary street dances in downtown Kingston, earning accolades, and forming lifelong relationships with musicians and entertainment luminaries, including Dancehall Queen Carlene and Reggae Royalty Big Youth.

Growing up in Kingston, a city renowned for its lively nightlife, I was immersed in the music and entertainment scene from an early age. By age 16, I had become a regular on the club scene. Frequenting popular nightclubs like Club Privilege and Top Floor at Quad. A lot of people love parties, but I truly felt alive anytime I went to a dance or club. After a while, I just started referring to everyone by name—the promoters, DJs, security, bathroom attendants. We were cool, and I loved our relationship. It was this intimate connection to the entertainment industry and its surrounding culture that fueled my passion to pursue an artistic career.

Let’s talk shop? Tell us more about your career, what can you share with our community?
My first official foray into the music and entertainment industry began when I assumed the role of Social Media Manager for recording artiste Jovi Rockwell while pursuing my studies in Marketing at the University of the West Indies. I fondly recall my time with Jovi as one of the most enriching experiences. Someone had referred me to a brand she was working closely with at the time and she wanted to focus on being consistent on Social Media. The role not only left me with invaluable insights into the inner workings of the music business but also served as a springboard for my subsequent ventures.

Driven by my initial love and passion for events, I shifted my focus to Event Marketing and Project Management for several household names: Dubwise Sound, Frenchmen, Power Circle and the internationally acclaimed sound system, Chromatic Live. From spearheading impactful marketing campaigns for events like Pan Di Plaza, We Jammin, Str8Vybz, and The Chromatic Live Concert, I found myself being instrumental in shaping influence within the entertainment landscape for these event groups.

I enjoyed especially pushing boundaries when it came to marketing events for Chromatic Live. It’s funny because I remember Creep Chromatic coming to my high school to play at our fair when he also had to DJ at the Major Lazer concert that same night. That was around 2016 I believe and I’ve been following the sound’s journey since then. My admiration for Chromatic was rooted in a profound appreciation for their transformative impact on the industry. There was just something about them. They weren’t just playing music; they were influencing a whole generation—creating new ways for DJs to entertain beyond the confines of a standard set at an event. I began working with them as their Event Marketer in 2018 and later joined the sound as a part of their management team in 2022. Someone entrusting you with their career is a privilege. They trust that you’ll advocate for them and create opportunities to propel their career forward. Being around talented people is one thing, but talented people who are passionate and serious about what they do is a different kind of gift that keeps on giving, big up di chromes!

In 2022, I embarked on her most ambitious venture yet: the founding of Tastemaker, a groundbreaking music marketing and entertainment agency. With Tastemaker, I sought to revolutionize the way brands and artists interacted with their audiences, offering a comprehensive suite of services designed to elevate their presence in the ever-evolving landscape of entertainment. Some of the projects I’ve collaborated on featured a few international acts like Zuri Marley, Shayizi, 9INE, D’Yani and more.

One of my standout projects to date was producing the October’sVeryOwn (OVO) Jamaica Drop Campaign, featuring Creep Chromatic—a testament to my ability to bridge the gap between local talent and global brands seamlessly. OVO and Creep go way back, we’re looking at an almost 10-year relationship so they tapped him to do it and he tapped a mutual photographer in our circle and he brought me in to produce it. I had no idea the campaign would blow up like that, I was just really excited to work with people I respect and genuinely have love for.

I try my best to continue to carve out spaces for brands to thrive through strategic collaborations with musical innovators worldwide and I’m grateful for my latest nomination for the Caribbean POSH ICON Woman Awards for my contributions to Music and Entertainment.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
My friends are always visiting!

Uptown Mondays is always a must – I love a good street dance and it’s uptown Mondays is a staple in Kingston Jamaica.

Susie’s Bakery – Susie’s is my favorite 24hr spot and my go-to after a late night on the town. They also have a great breakfast menu!

Dubwise Cafe – For a chill vibe, Dubwise is the best option. They have great options and live music on some nights.

Weddy Weddy Wednesdays – Another dance I know! But they’re some of the best forms of entertainment the island has to offer. Weddy is held every Wednesday at Stone Love Headquarters.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Carleene Samuels – Producer, she’s been integral in my journey. My support system that are my colleagues and close friends: Music Publicist Abigail Rowe, Editorial and Entertainment Photographer Kaylah Dawkins, DJ and Producer Creep Chromatic and Food and Wine Consultant Pia Haynes.

Instagram: https://www.instagram.com/tastemak3r/

Linkedin: https://www.linkedin.com/in/cheraine-marshall-959426165/

Image Credits
FIRST PHOTO Octobery’sVeryOwn (OVO) Jamaica Drop Campaign featuring Creep Chromatic, Produced by Cheraine Marshall, Shot by Prod by Nick SECOND PHOTO (Left) Stylist and Designer Troy Oraine, (Center) D’Yani, (Right) Cheraine Marshall on set of SLEEK Magazine Editorial shoot THIRD PHOTO Cheraine Marshall backstage at the Chris Brown Concert with Chromatic Live FOURTH PHOTO (Right) Recording Artiste, D’Yani on set of his AMBIENCE Music Video Shoot produced by Cheraine Marshall (Left) FIFTH PHOTO (Left) Rebecca Dudley, MTV UK Host and Presented on the set for REPJA Campaign Shoot Produced by Cheraine Marshall (Right)