On the entertainment circuit, Kereena Beckford is most known as Alkaline’s sister and manager, but truth is, the dancehall enthusiast is so much more than that.

A firm believer in Brand Jamaica’s potential, particularly the country’s ability to infiltrate the international realm through music, Beckford is convinced that learning the intricacies of the business of entertainment is the key to transforming the sector.

With that in mind, the artiste manager took it upon herself to pursue a master’s degree in entertainment business. Having recently graduated with honours and being bestowed the privilege of being her cohort’s valedictorian, Beckford now hopes to use her degree to further the development of the music industry.

“A master of science in entertainment business equips professionals with specialised skills to navigate the unique business demands of the entertainment industry. This degree combines core business fundamentals, like finance, strategic planning, and entrepreneurship, with targeted training in entertainment law, contract negotiation, and intellectual property,” she shared. “It also covers critical areas like marketing and branding, focusing on audience engagement and digital media strategies, and teaches production and event management, preparing individuals like me to handle the logistics, budgeting, and execution of events like concerts and festivals.”

Beckford, who already holds a bachelor of science from the LA Film School, told the
Jamaica Observer that as a woman in a largely male-dominated industry, she sees higher education as a means of creating a competitive edge.

Managing a high-profile artiste involves much more than making deals or coordinating schedules; it requires a deep understanding of business strategy, industry trends, legal intricacies, and brand development,” she explained. “By pursuing advanced education, I’ve been able to gain critical insights and specialised skills that enhance my ability to protect and grow his career, while also opening doors to new opportunities and avenues for innovation.”

Beckford shared that, while Jamaica has established itself as a powerhouse on the regional and international entertainment landscapes, the country has immense potential to do even more. Her efforts thus far have put her in line to being inducted in the 2024-2025 Recording Academy GRAMMY U Mentorship Program.

“As a mentor, I have the opportunity to share my experiences and insights, guiding young professionals as they navigate their careers. This aligns perfectly with my passion for empowering others and fostering a more inclusive and supportive industry environment,” she said. “I want to show the world the value and potential of our music and culture, as well as helping to develop pathways for emerging Jamaican talents to thrive beyond local borders.”

“Making a global impact allows me to pave the way for more Jamaicans to access resources, networks, and collaborations that can further develop our music industry, create jobs, and contribute to our cultural and economic growth on a larger scale,” she continued.

The artiste manager told the Observer that she hopes her educational exploits will inspire other women to ingress the music industry in meaningful ways.

“My studies were never just about personal success but about opening doors for others and proving that with dedication and resilience, we can break through limitations… As a woman in a male-dominated industry like entertainment I often feel the pressure to work twice as hard to gain the same level of recognition and respect. There’s an unspoken expectation that women have to prove themselves more consistently to be seen as credible, especially in high-stakes roles like artiste management,” she said. “I’ve encountered situations where my ideas or decisions were questioned in ways I don’t think they would have been if I were male. However, rather than letting it discourage me, I use it as motivation to keep pushing forward, honing my skills, and delivering exceptional results. Over time, I’ve built a reputation based on my work ethic, expertise, and the success of the artistes I manage.”