by Reginald Andrew
This young Saint Lucian artiste’s ultimate goal is to unite people through his music and as a self-described ‘Freedom Fighter’ Sedale displays the ingenuity to market his craft as an exciting product brand.
With a passion for Soca music and an eye for fashion design he is keen on adding that cutting-edge component to business and entertainment.
‘Deeper than Soca’ aka DTS is the latest trademark that identifies Sedale as a dashing Soca artiste and budding fashion designer. The 28-year old artiste and business entrepreneur is out to make inroads into the entertainment scene.
After graduating from St Mary’s College (SMC) in 2003 Sedale Simei moved to the USA where he successfully completed a degree in marketing from Medgar Evers College.
Sedale concedes that he was “actually drawn into the Soca genre after moving from Saint Lucia to the USA” and kicked off his performance in 2007.
“It all clicked for me and lots of things that were happening in my life at the time complemented each other,” says Sedale. He thrived on the showbiz experience in the United States and used it to demonstrate patriotism for his homeland through his music.
His love for Soca intensified after doing some stints as a deejay and he worked closely with producers from the USA. His first release was produced by Sean ‘Mastamind’ Noel, a Trinidadian producer based in the USA who had produced for the likes of Shurwayne Winchester and Bunju Garlin, among other artistes.
“I started off with a budding producer and my first tune was entitled ‘Roll Deep.’ The track was recorded in New York but I would visit the island regularly, particularly during the carnival season,” he explained.
Soon enough Sedale began working with local producers like Darrence Paul, which led to the formation of a Soca group. They worked on some tracks, namely, Ménage a Trois, Mentally Ill, and Love on the Road.
That group evolved to become Deeper than Soca and under the DTS name he released songs with Vincentian Soca star, Skinny Fabulous.
Sedale utilised his marketing skills to get into the Soca arena and infused his designer-brand T-shirts into the mix. He readily admits that, “There was a co-relation between my music and my educational background that helped me pursue my career goal.”
Originally from La Clery where his father, Suitbert Simei was an avid pan player and a calypso and Soca lover, his family later took up residence in the north of the island.
This tinge of music in his veins, which has been there from childhood, was just waiting to be explored as Sedale settled in the USA, fitting into the entertainment crowd and looking to broaden his horizons. He fully appreciates his family support for his efforts as he ventures into unconventional ‘chartered’ territory.
It is a career move that he is very proud of and equally thankful for the support of the many friends that encouraged him to strive on.
But how was the product brand for the fashion design conceptualised? “It actually just happened to fall into place,” said Sedale. “We had a Soca clique and we used to just print T-shirts to wear at our events and people would always inquire about the shirts and what did ‘Deeper than Soca’ signify.”
People became more curious and wanted to know what the outfit is all about and what they represented. “The term ‘Deeper than Soca’ caught people’s interest and they got attracted to us,” he adds. “Eventually people began to query as to where they could purchase these T-shirts.”
Sedale says it soon dawned on them that there was a business opportunity out there and each year they would sell some T-shirts with the DTS logo and add a different design.
“I used my marketing background to further the brand since I felt that sort of initiative was lacking in the Soca industry,” Sedale contends. “And there are lots of persons who are not involved or concerned with the marketing aspect of the craft.”
He adds, “There are avenues to explore in order to market yourself as an artiste, your songs and your brand, and what we try to do at DTS is to think outside the box. This year, in addition to an extended line of apparel we decided to do events and have brand ambassadors come on board. And with ten people promoting the brand we think it has a more substantial impact on the public.”
This year DTS rolled out six designs and added a line of female apparel with swimsuits to the mix. The production of the DTS outfit involves about 20 people and “the product brand aims to satisfy growing market demand.”
His ‘Look Good Fete Hard’ motto resonates perfectly with his target market and this approach has attracted special orders from fans and clients in his homeland, Saint Lucia. Sedale wants the brand to become a household name. His DTS T-shirts are distributed and sold globally but on a small scale for now, with plans for bigger things in the pipeline.
Sedale intends to make the most of this unique opportunity and lays out his rationale for such a venture. “Music has powerful vibes and if people like your music then they can identify with your line of clothing. It always seems like music and clothing go hand in hand and it was definitely something that I wanted to explore.”
It is a trendy fashion that has caught on with celebrities like Sean P Diddy Combs and Jay Z, and young Sedale is eager to cash in on this drift. He sees it as “a new frontier in the Soca industry” and an indication of the potential and scope to be explored in terms of the business aspect of it all.
Sedale says that 2014 has been his best year so far as he gains recognition as a budding Soca artiste. For 2K14 he has released two tracks, Pandemonium produced by local producer, Miguel Joseph of Vibes Production, and Bumper Hunter produced by Leebo and Horseface.
“I have definitely progressed as a Soca artiste because several people have been supportive of my craft and willing to help as well,” says Sedale. “This year has definitely been a testament to that and I have actually helped put a team together to help the brand get to where it wants to be.”
Sedale looks up to Teddyson John as someone who truly inspires him and tops the list among his favourite performers. Teddyson, he says, has also inspired him “as an artiste to put out good music, with passion for the music.”
“He is an artiste who seems to want to take things to another level, he has not conformed to the traditional standards and he is trying to set new standards and I definitely respect that.”
Sedale’s priorities for future growth includes working on further enhancing his music and according to him, “in order to do so, you have to align yourself with the right people, and people who have a similar passion for the music as you, and people who are good at what they do.”
On the fashion-design side Sedale has plans to expand his DTS T-shirt brand into the wider regional market and cities globally.
“My ultimate goal, no matter it is with music or what not, is to unify people. And to unify them so they can have a good time,” reckons Sedale, as sums up his take.
