IShowspeed, whose real name is Darren Watkins Jr, came to Jamaica in early May 2026 with a bang, and left an indelible mark on the island, which was a part of the online streamer’s 15-day Caribbean tour.

IShowSpeed has been streaming consistently for over six years. He started with people watching him play FIFA, NBA2K, and Fortnite video games.

Before he arrived in Jamaica, many people on Facebook were asking, “Who is IShowSpeed?” By now, these social media users should know that IShowspeed is the world’s top streamer, with 53.9 million subscribers on
YouTube, 47.7 million followers on Instagram, and 51.5 million followers on TikTok as of May 2026.

IShowspeed’s visit to Jamaica was a boost for Brand Jamaica. Many of us waited anxiously, and Jamaica did not disappoint. From politics to music, food, and the raw vibrancy of our Jamaican people, IShowspeed and the world were shown it all. The social media streamer was given a grand tour of Emancipation Park by Former Miss Jamaica Universe Yendi Phillips, greeted by Culture, Entertainment and Sport Minister Olivia “Babsy” Grange, sang his favourite song with dancehall artiste Beenie Man, had a marvellous time dancing with Ding Dong Ravers, and chilled with dancehall megastar Shaggy, among many other entertaining activities.

His visit was undeniably a major boost for tourism, but it has left questions, such as: Is IShowspeed’s target audience our tourism market? Are millennials choosing Jamaica to ‘vacay’? Many people say
Expedia is targeting millennial tourists who are future millionaires.

IShowspeed’s visit is also a valuable lesson for media and communication practitioners, researchers, and academics. His visit highlights the signs of the times — a time when social media not only provides instant access but also a space for unconventional stars to rise.

Let’s roll back the years. Before the Internet, the reception given to IShowSpeed would have been given to only a few, such as royalty and politicians. A video clip from his visit to St Lucia showed students in school uniform screaming and waving as he passed their school, which reminded me of an incident in which — as a student at Alpha Primary School — I was among a group of students standing on South Camp Road waving to passing royalty. The parallel here is evident.

Are megastar social media influencers our modern-day royalty? The days of the gatekeepers to fame are over. IShowspeed and many other social media influencers can use a mobile phone and Internet connection to turn an idea into money and fame. Be careful, though, for some, the impact is immediate; for others, it takes years of dedication to achieve success, while others fall by the wayside.

The Jamaican media and communication industry can learn three quick lessons from this visit. Firstly, live streaming and, by extension, social media provide instant access and real-time action for viewers and readers. Millennials are not into polished media products, they want to see it raw. They want to see it gory. They want to witness every detail. No more editing and keeping the bad stuff away from the public.

The Internet has provided a space for us to see all of it, such as when IShowSpeed was live streaming at Emancipation Park and said, “And for some reason, right now I gotta use the bathroom.” In the past, that section would have been edited out.

It is exciting to see that media consumption is changing, and we are all adapting to the change.

Secondly, social media viewers wants instant feedback. They want to be able to comment immediately, not later. They do not want to be censored; they want their views heard and seen. They want feedback from the presenter now. For those of us who have been around long before the Internet, that’s a scary place. It’s a place of chaos, where anything and everything could happen and will happen. It’s a different time now.

How can the Jamaican media landscape adapt to the ever-changing pace of social media? Media leaders can no longer continue to look at social media as an addition to traditional media. They must recognise social media as the main media product. This will not be easy.

Media business models must change. Media leaders should also consider pumping more resources (the little they have) into training media workers to repurpose their skills for the age of social media and artificial intelligence. It’s time for the media to recognise the change and continue to create strategies to use the platform to reach a new audience. We have to adjust, adapt, and pivot.

Dr Nadine McLeod is a communication strategist and multi-award-winning broadcast journalist. She is also an adjunct senior lecturer at the Caribbean Institute of Media and Communication (Carimac) at The University of the West Indies, Mona campus. Send comments to the Jamaica Observer or nadinemcleod7777@gmail.com.

Nadine McLeod