Leah Barnett, Creative Producer & Managing Director of Now or Never Entertainment

Style Observer (SO): What’s your zodiac sign?
Leah Barnett (LB): Capricorn

SO: What does a typical day look like for Leah?

LB: I am sure everyone in a non-traditional field would agree with me when I say no day looks the same! I primarily work in pre-production, on set and post-production, so those days look different. A pre-production day is heavily taken over with planning, from treatment to budgets to hiring crew, scouting location, sourcing talent, equipment art department & wardrobe, the list goes on and the days get long. On-set days are of course executing. I’m usually up the earliest to ensure everything is set in place so when crew arrives, they can start executing their roles and everything is ready for the artiste. Post-production, I give a lot of credit to the pressure on my business partner. I am usually wrapping up payments, invoicing, balances and any communication with producers, managers and labels but most of the work is in the editors’ (and photographers’) hands. Any other free day looks like managing our office, the construction, our team, paying bills (yay!), ordering equipment and inventory, negotiations and keeping up our branding/presence online. I also do event and artiste road management through our relationships with artiste management teams.

…with Masicka… (Photo courtesy of Leah Barnett)

SO: Describe Leah in a few words.

LB: I went straight to my work group for this answer as they’d obviously be the best people to describe me!

“The No to our Yes.” (I can explain!)

“You keep everything in order and the biggest protection for the brand.”

Determined. Detail and solution oriented. Logistic queen! Ambitious. Reliable. Resilient and Vibrant.

SO: You have worked alongside some of The Rock’s most celebrated artistes. Is there a secret success formula?

LB: Our teammmmm!!! Honestly, I think the biggest part of our success is knowing how to leave one’s ego at the door. We all have different personalities, methods, and strengths, and somehow they all come together into one big melting pot of talent, creativity and will. My business partner has been doing this for longer than some of our favourite artistes have even been in the industry. That kind of experience, knowledge and perspective is something you can’t teach overnight.

…working with Govana and NoN on the BobbyLane Project…(Photo courtesy of Leah Barnett)

SO: Our artistes are known not to understand or indeed feign indifference to punctuality… True or false? How do you deal with this in your own day-to-day interactions?

LB: It’s important to know your artiste, cultivate your relationships and be realistic. The rumours are true for some, as in any industry but it especially affects us because timing can mean many things. For example: Losing natural light, overtime for crew or talent, location opens to the public and not capturing all the intended scenes. So the more time is always better. But we expect and plan for it accordingly. I will say I can predict the behavioural patterns of 90 per cent of the artistes we work with. Once you have built a relationship with an artiste and you know their boundaries and they yours, the synergy works but we also demand respect for the creative process so once they cross a boundary one too many times then they lack said respect and there’s no good partnership in that. Love what you do, or the valleys will drive you down!

… and Skip Marley. (Photo courtesy of Leah Barnett)

SO: You have indicated a desire to contribute to the growth and global visibility of Jamaican talent. Do please share a few of those steps that would need to be taken.

LB: Right now, I’m working on a producer’s playbook specifically for Jamaica. I’ve been fortunate to have mentors who helped guide me in this space, but I know there are so many people who want to get into the industry and simply don’t have access to the resources or guidance they need. I want to create the resource I wish I had when I was starting out.

I truly believe we have to be more united as an industry and intentional about helping each other. I have a mentor without whom I honestly don’t think I would be where I am today, and I hope this book can become that kind of mentor for someone else.

But I think growth requires buy-in from everyone — producers, engineers, artistes, labels, managers, creatives, and everyone involved in the process. We can’t downplay the work of creatives or criticise the scope of what we do without recognising that everyone has a role in making the creative vision land. That’s something we’re constantly battling — getting people to understand the value of investing in visuals and the impact that that investment can have on an artiste’s career. But we’re determined to keep showing the worth. A great visual can introduce an artiste to a new audience, define an era, elevate a song and ultimately change how people experience the music.

We need more resources, more support, and more education, because the talent is already here. In my experience, Jamaican talent can stand alongside talent anywhere in the world. We’ve always had the ability; we just need to create more pathways for people to access the industry and develop their craft. If we truly want to take Jamaican talent to the world, I believe we first have to come together locally. We have to invest in each other, share knowledge, take risks, and be willing to put ourselves and our work on international stages. That’s how I see my role: creating tools, opening doors, and helping build an industry where the next generation doesn’t have to figure everything out alone.

… Kardinal x Rotimi…BYDC

SO: What, in your opinion, is the future of influencers?

LB: I really lean on my business partner in the creative space, although I’ve worked in agency life for a long time. From what I’m seeing, there’s a growing division between intentional, methodical influencer marketing and more casual content creation. I think we’re going to see that distinction become even clearer. A lot of what we currently define as “influencing” will start to be deconstructed into what it originally was: Comedians, make-up artists, hairstylists, entertainers, and other creatives who simply use the Internet as a platform to share what they do. On the other side, there will be influencers who have built actual brands, with a clear methodology, strategy, and the ability to drive measurable results.

SO: Share with us a few of your career highlights.

LB: • Shooting for Kartel in Miami and being invited into DJ Khaled’s home

• Our project with Zimi Records “Big Bunx Riddim”

• Working on all three Masicka albums

• Govana and NoN collab on the Bobby Lane Project

• Shooting for Skip Marley

• Two standout collabs: Masicka x French Montana and Kardinal x Rotimi

• Being nominated and invited to the Caribbean Music Awards two years.

A few of Leah Barnett’s career highlights include shooting Kartel’s God Is The Greatest official music video in Miami…(Photo courtesy of Leah Barnett)

SO: Changing gears somewhat… How does Leah unwind?

LB: First and foremost my community of people. Then if I’m not on a plane every other month at minimum, I’ll probably go crazy. Travel is definitely one of the biggest ways I reset and recharge. But my daily routines are also really special to me. I find excitement in the mundane, so sometimes things as simple as working out, making a good matcha, watching a great TV show or movie, and having some quiet time to myself. I think there’s something really grounding about finding joy in the little things.

Rare Honey Soother Mixologist: Orane Edwards Ingredients: 2oz Appleton Estate 12-Year-Old Rare Casks Rum 1oz honey syrup 1oz lime juice (Photo: Garfield Robinson)

SO: What’s your go-to wardrobe staple?

LB: All-black! It’s the best for on set production crew. A comfortable Skims/Amazon top and boxer, wind-breaker or wide-leg pants!

SO: Which song is currently playing in your head?

LB: In truth, all unreleased music.

But I like to stay neutral in dancehall/reggae, so recently Friday’s new album
Tension has been on repeat. One of my favourite artistes.

SO: Share with us the title of the last book read.

LB: Liturgy of the Ordinary: Sacred Practices in Everyday Life by Tish Harrison Warren.

This is Barnett’s last book read.

SO: Were you able to host a weekend retreat for creatives, what would the topics be and which five keynote speakers would you immediately reach for?

LB: 1. Anna-Lisa Guthrie: Building confidence and going after opportunities without apology.

2. Ruppi: Navigating the changing creative landscape and staying adaptable

3. Stephen “Di Genius” McGregor: Mastering your craft and the discipline behind sustained success.

4. Rushane “RushCam” Campbell: Turning creativity into a business and building a strong personal brand

5. Tashara Lee Johnson/Carleene Samuels: Understanding your value, ownership, and creating sustainable careers.

SO: Finally, what’s your personal credo?

LB: The one who loves never loses.