Event Consultant Janelle Abraham on CAM deals: “We are no longer confined to the region”

Event consultant and video director Janelle Abraham on the Caribbean Music Awards (“The Dispora is expanding in every corner”), her strategy, authenticity, and vision for the future

Caribbean Music Awards event consultant Janelle Abraham

With the third annual Caribbean Music Awards wrapping up in glittering fashion, the celebration left audiences craving more after a star-studded night at Brooklyn’s King’s Theatre on August 28.

Event Consultant Producer Janelle Abraham reflected on the evening’s success, highlighting her role in securing major partnerships and sharing insights from her inspiring journey in the entertainment industry. Having brought in major brands such as JetBlue, Trace TV, and HOT 97 to cover the event, she excitedly expressed, “My role is about strategy and vision. I’m responsible for making sure the Caribbean Music Awards doesn’t just happen, but that it leaves a global impact. That means sitting at the table with networks and brands, negotiating partnerships, and aligning everything so the culture is represented at the highest level. It’s about turning creative ideas into tangible opportunities that elevate the show and the artists.”

She further explained the alignment behind these deals: “For example, JetBlue connects the Caribbean to the world physically, so it made sense for them to be part of connecting the culture globally. With TraceTV Africa and HOT 97, the synergy was about music and diaspora influence. It’s about showing them that investing in Caribbean culture isn’t just sponsorship - it’s long-term cultural capital.”

Janelle Abraham, "The diaspora is expanding in every corner."

Expanding on what this approach looks like in practice, Abraham added, “My approach is rooted in alignment. I study the brand’s mission and audience, then position the Caribbean Music Awards as the bridge that helps them reach new markets in an authentic way.”

Janelle Abraham spoke passionately about the significance of the evening, noting how it went beyond entertainment. “It was powerful, not just a celebration, but a unification. Seeing icons like Busta Rhymes and DJ Khaled share a stage with leading Caribbean acts shows that hip hop and Caribbean music have always been connected. That night symbolized the crossover influence, and it sent a message that our culture belongs on the world’s biggest platforms.”

Reflecting on the broader impact, she emphasized how the event underscored the global reach of the genre. “It shows that Caribbean music is no longer confined to the region", she echoed. “These partnerships prove that our sound, our culture, and our artists are influencing audiences worldwide. The diaspora is expanding in every corner - from New York to Lagos, and these brands recognize that the Caribbean voice has power in the global conversation.”

"My role is about strategy and vision. I’m responsible for making sure the Caribbean Music Awards doesn’t just happen, but that it leaves a global impact. That means sitting at the table with networks and brands, negotiating partnerships, and aligning everything so the culture is represented at the highest level"

Abraham isn’t only wearing the hat of an event consultant — she’s also an accomplished music video director, with credits on over 85 projects for icons such as Method Man, Wyclef Jean, Flavour, and Raekwon. “My philosophy is authenticity. Every artist has a unique story, and my job is to capture that visually in a way that feels true to them but also connects with the audience. Whether I’m working with a hip hop legend or an African superstar, I always aim to bridge worlds and make visuals that stand the test of time,” she shared.

With her multiple roles as an entrepreneur, Abraham has learned to balance creativity and business. “For me, the two are inseparable,” she said. “Creativity opens doors, but business keeps them open. I’ve learned to honor my artistic vision while also thinking strategically about partnerships, platforms, and distribution. Balancing both sides allows me to elevate the art while making sure it reaches the right audiences globally.”

While her career has spanned many fields, Abraham has gained diverse experiences along the way. “One of my most memorable experiences was shooting behind the scenes for the NDO Champ vs. Roy Jones Jr. fight in Chicago. It was my first time working in a meta studio environment, and it opened my eyes to how technology is reshaping storytelling. To be around legends in both sports and media, while experimenting with future-facing tools, was unforgettable,” Abraham recalled.

"Creativity opens doors, but business keeps them open. I’ve learned to honor my artistic vision while also thinking strategically about partnerships, platforms, and distribution. Balancing both sides allows me to elevate the art while making sure it reaches the right audiences globally"

Looking ahead, Abraham is full of ambition to continue making an impact. “I want to continue building bridges,” she declared. “For the Caribbean, that means creating platforms that honor our heritage while expanding our influence worldwide. Globally, I want my work to stand as proof that culture is our greatest export — and when we connect Africa, the Caribbean, and hip hop, we’re not just making music, we’re shaping the future of entertainment.”