Despite a snowstorm raging thousands of miles away in New York, the fourth staging of Island Music Conference opened on Wednesday to a packed Courtleigh Auditorium in New Kingston — proof that neither weather nor distance could cool the momentum of an industry in motion.

Riveting discussion on the art of influencer entrepreneurship pulled panellists across borders and time zones. Though brutal winter conditions grounded at least one contributor — entrepreneur and influencer Blaise French — dancehall artiste Spice and DJ, actor, and entertainer Noah Powa defied the odds, boarding a red-eye flight and landing in Jamaica just in time to step into the dialogue.

Artiste-turned-content creator Wayne Marshall, who guided the conversation, tasked panellists with unpacking the distinguishing factors that transform influence into ownership, followers into customers, and reach into sustainable revenue — pressing the idea that true success in the digital age lies not just in attention, but in control and longevity.

Dubbing Spice the blueprint of influencer entrepreneurship, Marshall called on her to look at the delicate push and pull between talent and personality in today’s digital culture.

Spice suggested that, while talent remains important, it often takes a back seat in the influencer economy, noting that it takes a “loveable” personality to convert public support into spending power.

“Social media has changed a lot of things right now,” she said. “You can have talented people in music who just spit lyrics and we know dem ‘bad’, but somebody else will have a wicked personality that makes you fall in love, laugh and feel like dem real — and people buy into that. A whole heap of people have huge followings not because dem talented, but because dem entertaining.”

British producer, presenter, and music curator Becca Dudley agreed. However, she cautioned that without consistency, influence rarely translates into tangible returns.

“Social media platforms are programmed in favour of people who post consistently — that’s who the algorithms reward,” she said. “Consistency is what gets you noticed, while talent and personality are the extra sprinkles on top that push you a little further than everyone else.”

Panellists turned their attention to common missteps within the influencer economy. Central to the conversation was the caution that unchecked visibility without strategy can dilute value rather than build it.

Podcaster Jaii Frais argued that influence carries far greater weight when creators invest in building their own brands rather than aligning too closely with corporate conglomerates. While partnerships can offer short-term gains, he suggested they often come at the expense of long-term ownership and autonomy.

“Influencers care about corporate too much,” he said. “Listen, do what Spice did and find a product. Corporate will use you — and that’s fine because dem a pay yuh — but once they’re done, they’re done. Build your own fan base. If you create a product, you have 100 per cent ownership and full control.”

Another critical issue was raised by Noah Powa, who addressed the dangers of poor online engagement and emotional reactions in an era of constant scrutiny.

He cautioned that an inability to ignore negative commentary can undermine even the most carefully built brand.

“The biggest mistake influencers make is focusing on negative comments,” he said. “We’re human, and we have emotions, but you have to learn when to ignore certain things. Before you react, call a friend and talk it out. Sometimes you forget you’re the star and the person commenting ; and, in this cancel culture we’re in, one wrong reaction can cost you everything.”

His remarks reinforced the session’s recurring message: Influence demands maturity, and that reaction — when poorly managed — can be just as damaging as it is powerful.

The conversation at the Island Music Conference laid bare the evolving realities of modern entrepreneurship, challenging creatives to rethink how they engage with visibility, branding, and power. By emphasising ownership over endorsement, personality over performance, and discipline over impulse, panellists offered a blueprint for navigating the influencer economy with purpose.

Panellists (from left) podcaster Jaii Frais, dancehall artiste Spice, DJ Noah Powa, music curator Becca Dudley, and host content creator Wayne Marshall onstage for the discussion of Mastering the Art of Influencer Entrepreneurship at Day 1 of the 2026 Island Music Conference on Wednesday at Courtleigh Auditorium. (Photo: Joseph Wellington)