Alright – so today we’ve got the honor of introducing you to Geanetta Shaw. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Geanetta, thanks for joining us today. How did you come up with the idea for your business?

The idea for Genie Sweetness came straight outta the sound system culture, the studios, and the real-life hustle of Caribbean creatives trying to make their mark. I’ve been putting in the work since I was a teen, planning events, promoting artists, and living the music. As everything moved online, I started noticing a real gap—there were so many talented people in Reggae and Dancehall who had the skills and the music, but they didn’t know how to navigate the digital world. That’s when I knew I had something valuable to offer on a wider scale. Genie Sweetness became my way of blending cultural knowledge with digital strategy. I had already been building buzz online before it was trendy—running interactive shows, pushing mixtapes, helping artists reach international fans. What made this feel like more than just a hustle was knowing I could empower people to control their own narrative. The industry was changing, and I wanted to make sure our voices didn’t get lost in the sauce. This wasn’t just about marketing—it was about legacy, visibility, and making sure we had a seat at the global table. That’s what made it exciting and worth it.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

For those who might be hearing about me for the first time—my name is Geanetta Shaw, professionally known as Genie Sweetness, and I’m a digital marketing strategist, project manager, and proud Caribbean creative with deep roots in the Reggae and Dancehall industry. I’ve been in entertainment since I was a teenager, starting off in street team promotions, event planning and artist promotion for Hip Hop. I eventually went back to my Caribbean culture, where I’ve spent over years building, promoting, and amplifying the culture.

I’m the founder of Genie Sweetness, a trusted brand that empowers artists, labels, and entertainment entrepreneurs to navigate the business of music. I offer services like digital strategy, social media coaching, campaign planning, artist development, and project management—always with a personal touch and integrity. Whether it’s supporting a release rollout, building an online brand, or guiding an artist through distribution and media opportunities, I work closely with my clients to elevate their mindset and visibility; making sure their work is positioned to thrive.

I’ve had the honor of working with Grammy-winning artists like Gramps and Peter Morgan of Morgan Heritage, several sound systems, and powerhouse producers like Bulby York and Lenky Marsden. Whether it’s getting a song Billboard-charted, creating a viral campaign, or walking an artist through the ins and outs of metadata, my goal is always the same: **empowerment through strategy and culture.**

What sets me apart is my lived experience and the trust I’ve earned in the community. I’ve *been* in the dance, *been* in the studio, and I’ve also been in the digital rooms where decisions are made. I understand the creative side *and* the business side. I help artists build legacies. I’m also proud to say I was one of the first in the space to use interactive online platforms to showcase sound systems and unsigned talent—way before livestreaming became the norm. I’ve always believed in creating access and opportunities, especially for voices that don’t always get the spotlight.

What I’m most proud of is seeing my clients succeed on their own terms—whether that’s a chart placement, a successful campaign, or just feeling confident about their direction. I also love teaching—through my masterclasses, I break down the parts of the business that often feel overwhelming or confusing for artists and creatives, and I make it plain.

If there’s one thing I want people to know about me and my brand, it’s that everything I do is rooted in love for the culture. I’m here to amplify Caribbean voices, make the digital world feel a little less intimidating, and help creatives turn passion into power moves. Genie Sweetness is a movement, a connector, and a trusted source for creative guidance in an industry that doesn’t always make room for us. But we’re here, and we’re not going anywhere.

Can you share a story from your journey that illustrates your resilience?

One story that truly illustrates my resilience happened during a very special project—working with a well-known Dancehall artist who was making a full transition into Gospel music. This wasn’t just a change in sound—it was a complete shift in identity, values, and direction. The artist had previously been signed to a label in their Dancehall era, but they were stepping into the Gospel world as an independent, building their own label from the ground up. It was a bold move that required a total reset of their brand, audience, and approach to business.

At the same time, I was balancing life as a single mom—juggling parenting, work, and the emotional weight of making sure this rollout was handled with care and excellence. There were sleepless nights and real challenges behind the scenes, but I never let that shake my commitment. I believed deeply in the message the artist was sharing and knew my role was to help bring it to the world with strategy, purpose, and heart.

I managed every aspect of the rollout—from digital distribution and branding to press outreach and long-term marketing. I became not just a strategist, but a partner in the vision. We built everything from scratch. And despite all the odds, the album charted on Billboard’s Reggae Chart.

That moment was powerful—not just because of the placement, but because it represented transformation, faith, and the strength of independent artistry when supported by the right team. It reminded me that resilience isn’t just about weathering storms—it’s about showing up for others, trusting the process, and creating space for people to be seen in their fullest truth.

That’s the kind of work I do through Genie Sweetness. I help creatives step into their power, even when the path is uncertain. I bring clarity, structure, and intention to every project—because I know what it means to build from the ground up, and I’m here to make sure they don’t have to do it alone.

We’d love to hear about how you keep in touch with clients.

For me, keeping in touch with clients and fostering brand loyalty isn’t just a business practice—it’s a part of my personality. I genuinely care about the people I work with, and I make it a priority to build real relationships, not just transactional ones. Whether it’s a quick check-in via WhatsApp, a voice note to celebrate a win, or a call to walk them through their next move, I stay accessible and present.

Now, I’ll be real—I’m very firm and direct. I don’t sugarcoat. I hold my clients accountable because I want the best for them and from them. During the process, some of them joke that they can’t stand me—because I’ll push them out of their comfort zone, challenge the way they’ve been doing things, and keep the bar high. But when they start to see the results? That’s when the “I get it now” moment hits. And that’s when the real loyalty is built—because they know I wasn’t just being tough for no reason. I was guiding them toward growth.

What keeps clients coming back is the combination of structure, honesty, and heart. I’m invested in their long-term success, not just the project at hand. Even after a campaign ends, I’m still checking in, sharing opportunities, and rooting for them behind the scenes. Loyalty grows when people feel seen, supported, and challenged to rise—and that’s exactly what I bring to the table. I’m not here to make them comfortable. I’m here to make them ready.

Contact Info:

• Website: https://www.geniesweetness.com
• Instagram: https://www.instagram.com/GenieSweetness
• Facebook: https://www.facebook.com/GenieSweetness
• Linkedin: https://www.linkedin.com/in/geniesweetness/
• Twitter: https://twitter.com/GenieSweetness
• Youtube: https://www.youtube.com/@GenieSweetness