We were lucky to catch up with Kereena Beckford recently and have shared our conversation below.

Hi Kereena, thanks for joining us today. Your ability to build a team is often a key determinant of your success as a business owner and so we’d love to get a conversation going with successful entrepreneurs like yourself around what your recruiting process was like -especially early on. How did you build your team?

When I first started as an artist manager, consultant, and entrepreneur, it was just me handling everything—from negotiations and branding to logistics and marketing. In the early days, I wore multiple hats, learning through trial and error while building relationships in the industry. As my workload grew, I knew I needed a team, but finding the right people wasn’t just about skills; it was about trust, passion, and understanding the culture of dancehall and reggae music. My first hires were individuals I had either worked with before or met through industry connections, people who had a genuine love for the business and were eager to learn. The interview process was informal at times, more like conversations to gauge their dedication and adaptability rather than rigid Q&A sessions. Training was hands-on—shadowing me at events, sitting in on meetings, and learning the intricacies of artist management in real-time. If I were starting today, I would have structured things more efficiently from the beginning—perhaps bringing in help sooner and delegating faster to scale the business more strategically.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m Kereena Beckford, an artist manager, consultant, and entrepreneur with over a decade of experience in the entertainment industry. My journey began with a deep love for music, particularly reggae and dancehall, and a strong desire to help artists build sustainable, long-term careers. I started by managing Alkaline who is my brother, one of the most prominent dancehall artists, and through that experience, I learned the ins and outs of branding, marketing, touring, and business negotiations. Over the years, I expanded my expertise to consulting, working with both emerging and established artists to navigate the industry, structure their business affairs, and maximize their revenue streams.

I provide a range of services, including artist management, strategic brand partnerships, consultant either music industry or event planning , and music distribution via my media company, xclusive management LLc. Whether it’s building a brand from the ground up, securing sponsorships, executing large-scale events like the New Rules Music Festival, my focus is always on innovation, strategy, and impact.

What sets me apart is my ability to merge creativity with business acumen. I understand both the artistic and operational sides of the entertainment industry, allowing me to develop customized strategy for my artist or brand I work with. I pride myself on being forward-thinking and solution-oriented, always seeking new opportunities for my client in an evolving market.

One of my proudest achievements is helping my artist turn their talent into sustainable brand. Seeing an artist go from struggling for recognition to selling out shows and securing major deals is incredibly rewarding. I’ve also had the honor of producing an album named Top Prize that have received industry recognition, which recently earned a second spot on the Reggae Billboard chart.

For anyone looking to work with me—whether artists, brands, or companies—I want them to know that I prioritize authenticity, professionalism, and long-term success. My goal is to continue breaking barriers in the entertainment space, helping creatives take ownership of their careers, and expanding my reach into new markets.

What do you think helped you build your reputation within your market?

Building my reputation in the entertainment industry came down to a combination of strategic vision, consistency, and genuine dedication to my craft. From the beginning, I focused on delivering results—whether it was elevating an artist’s brand, securing high-impact deals, or executing successful events like the New Rules Music Festival. My work with Alkaline played a significant role in establishing my credibility, as managing a high-profile artist required me to navigate the complexities of the music business while ensuring sustained growth. By understanding both the creative and business aspects of the industry, I positioned myself as someone who could bridge the gap between artistry and commerce. Networking also played a crucial role—I built strong relationships with key industry players, from record labels to media outlets, ensuring that my clients and projects received the visibility and opportunities they deserved.

Another key factor in my reputation was my ability to adapt and innovate. The entertainment landscape is constantly evolving, and I’ve always been proactive in embracing new trends, whether it’s digital marketing, merchandising through Alkaline Store , or music distribution via Xclusive Management LLc. I also made it a priority to maintain professionalism, integrity, and reliability—qualities that have helped me earn the trust of artists, brands, and business partners. Being results-driven and solution-oriented meant that my client saw tangible progress in his career, leading to word-of-mouth recommendations and continued growth. Ultimately, my success is built on the foundation of hard work, strategic thinking, and a commitment to elevating the people and projects I work with.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

During my time at Full Sail University, where I earned my Master’s in Entertainment Business with a Sports elective, I was exposed to a range of business strategies, leadership principles, and industry insights that shaped my approach as an entrepreneur and artist manager. One of the most impactful books I studied was “The Lean Startup” by Eric Ries, which emphasized the importance of agility, innovation, and data-driven decision-making—principles I’ve applied in managing artists and running businesses like New Era Productions and Xclusive Management. Another influential read was “Good to Great” by Jim Collins, which taught me about the importance of building a strong organizational culture, surrounding myself with the right people, and maintaining a clear long-term vision. Additionally, books like “All You Need to Know About the Music Business” by Donald S. Passman provided me with invaluable industry knowledge on contracts, publishing, and revenue streams, helping me navigate the business side of music more effectively.

Beyond books, documentaries and interviews with successful entrepreneurs and industry leaders also played a key role in shaping my philosophy. MasterClass sessions with figures like Sara Blakely (Spanx) and Bob Iger (Disney) taught me valuable lessons on branding, risk-taking, and strategic decision-making. I also gained insights from platforms like Harvard Business Review, TED Talks, and interviews with moguls such as Dame Dash and Troy Carter, who shared real-world experiences about building businesses in the entertainment industry. Essays and case studies from Full Sail’s curriculum, particularly those analyzing brand partnerships, digital content strategies, and sports marketing, helped me understand the intersection of entertainment, business, and audience engagement. All of these resources collectively shaped my entrepreneurial mindset, allowing me to adapt, innovate, and create sustainable business models in an ever-evolving industry.

Contact Info:

• Instagram: https://www.instagram.com/kereberrynewera/
• Facebook: https://www.facebook.com/kereena.beckford/
• Linkedin: https://www.linkedin.com/in/kereenabeckford/
• Youtube: https://www.youtube.com/@kereberry1208