• Women

by harrisi

August 13, 2023

BLACK ENTERPRISE Talks To Jodi Lewis, Head Of Marketing And Operations For UBERSoca

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In this informative Q&A, we will dive into the origins and growth of the UberSoca Cruise and learn about the challenges and triumphs faced by its organizers. 

We will explore how this floating festival has brought together leading soca artists, DJs, and fans from across the globe, providing an unparalleled experience that marries music, culture, and camaraderie amid breathtaking Caribbean backdrops.

BE: What is the history and background of UberSoca Cruise, and how did you all decide to start the company?

Jodi Lewis: UberSoca Cruise was born out of a desire to create a unique and unforgettable experience that combined Caribbean culture, music, and entertainment. In 2000, Nathaniel Turner, its founder and CEO, was on a family cruise and had a few choice words to describe the experience or lack thereof. The cruise lacked any cultural elements and was bland and monotonous. Recognizing the absence of a Caribbean music festival at sea, he decided to change that by launching the first-ever Ubersoca Cruise. Since then, the company has become the largest music festival at sea, with thousands of passengers worldwide attending each year.

In 2015, after securing the cruise ship, Nathaniel connected with Bermudian promoter Daniel Reece and Bermudian marketing professional Jodi Lewis. The team remembers having one of its initial meetings and Lewis asking, “What if the ship doesn’t sell?” Turner looked at Lewis and Reece and replied, “The ship sails no matter what, whether it’s full or if it only has the three of us on it.” To date, UberSoca Cruise has completed seven successful sailings. It has taken out over 20,000 people (many first-time cruisers) to Jamaica, Mexico, Turks & Caicos, Haiti, Puerto Rico, St. Maarten, St. Lucia, and St. Thomas. 

What types of events and experiences does UberSoca Cruise offer, and how are they different than your average cruise?

UberSoca Cruise offers a range of events and experiences that go beyond the typical cruise offerings. In addition to world-class soca music performances from top Caribbean artists, UberSoca Cruise features live concerts, themed parties, pool parties, comedy shows, sports tournaments, cultural experiences, and workshops. Guests can expect to participate in everything from carnival parades, J’ouvert, fitness classes, and mixology workshops to beach parties and masquerade balls. Unlike traditional cruises, UberSoca Cruise also provides an opportunity to connect with like-minded people who share a passion for Caribbean culture and music.

What has changed the most about the company regarding how you put together experiences now compared to when you started in 2016?

As UberSoca Cruise has grown, we have become more intentional about creating experiences that truly embody the spirit of the Caribbean. We work closely with our partners and vendors to ensure that every aspect of the cruise, from the food to the activities, reflects the culture and energy of the Caribbean. Additionally, we have invested in new technologies and production equipment to enhance the overall guest experience and provide the highest quality entertainment.

If you could change anything about the first cruise you launched, what would it be?

Our 2016 sailing was, by far, the most difficult and challenging. With that said, I wouldn’t change a thing. The vibe, connections, and amazing experience we created were second to none, and many of the passengers that took the chance and sailed with us still sail with us today. 

What are some of the biggest obstacles in growing your company?

One of the biggest obstacles in growing our company has been managing the logistics of hosting a large-scale event at sea. We work closely with our partners and vendors to ensure that every aspect of the cruise runs smoothly, from coordinating the music performances to arranging shore excursions. Additionally, we have had to navigate the complexities of operating within the cruise industry, navigating the pandemic, and complying with regulations unique to our business.

How does UberSoca Cruise coordinate with Caribbean governments to ensure local communities and cultural initiatives are part of the cruises’ programming?

At UberSoca Cruise, we believe in supporting the communities we visit and highlighting the rich cultural heritage of the Caribbean. We work closely with local governments and organizations to ensure our programming includes authentic cultural experiences and initiatives that benefit the local communities. For example, we have partnered with US Virgin Islands and other islands to further their cultural initiatives and objectives and support social causes.

Soca is often considered a musical genre that primarily appeals to the Caribbean demographic. Are you currently planning on expanding the themes to reach a broader audience? Also, will there be any cruises outside the Caribbean region?

While soca music is at the heart of UberSoca Cruise, we are always looking for ways to expand our brand and reach a broader audience. We have introduced new themes in recent years, such as the UberAfro Cruise, which will be the World’s First Afrobeats, and Amapiano Festival at Sea, which promises to be an Experience Beyond the Continent. As for future cruises, we are always exploring new destinations and experiences that will appeal to our guests, so stay tuned!

How have leadership’s prior professional and life experiences contributed to Ubersoca’s success?

The leadership team at UberSoca Cruise brings a wealth of professional and life experiences. Although nothing completely prepares you for UberSoca Cruise, our leadership team has backgrounds in law, accounting, risk management, event promotion & planning, and business management. Our collective expertise has been instrumental in shaping the vision and growth of UberSoca Cruise. Additionally, our team is made up of individuals who are deeply connected to Caribbean culture and have a passion for sharing that culture with the world.

If there was one word or phrase to describe the UberSoca experience, what would it be? 

If there were one word or phrase to describe the UberSoca experience, it would be “An Experience Beyond the Music.” While soca music is a big part of what we do, UberSoca Cruise is about much more than just music. It’s about connecting with like-minded people, immersing yourself in Caribbean culture, and creating memories that will last a lifetime.

RELATED CONTENT: A Black-Owned, Organic Tea Line Inspired By Caribbean Roots

In this Q&A, we will delve into Deutsch LA’s Ayn Howze’s EVP, Head of Advocacy and Communications background, explore her 20 years of career highlights, and discuss her valuable insights into how to navigate the world of communications and advocacy as a Black woman.

Dean Watkins: Did you want to enter the marketing/ PR space when you were young? 

Ayn Howze: I actually wanted to be a television news anchor! The next Katie Couric or Pat Harvey in my hometown of Los Angeles. I have a broadcast journalism degree from USC and I have always been interested in writing, storytelling and news. I decided a career in broadcasting wasn’t for me if it required moving to a smaller market to kick-off my career. The diversity and culture in Los Angeles is unmatched and I knew that I didn’t want to relocate. I started taking PR classes and interning at various firms and it allowed me to use the same skills I learned in J-school and apply them to promoting brands, products, executives, etc. I had a leg up because I’d learned what reporters look for, what made a story newsworthy. It helped a ton. 

Do you see a big difference in the challenges that a young person starting in the field faces today vs. the ones you met at the start of your professional career? 

One of the biggest challenges today is the lack of diversity. Black public relations professionals make up a little over 10% of all PR specialists. Given that we over-index on spending and we’re leaders in shaping culture, that’s a huge disparity. Essentially, the people who are curating how we view and shape the world don’t look like us. To take it a step further, those who are in the field typically feel unsupported. In 2021, Digiday published a piece about Black women feeling isolated and held to a different standard than their counterparts. There has been some progress over the past decade. Organizations like BPRS (Black Public Relations Society), ADCOLOR and ColorComm have emerged that provide resources and mentorship to their members, companies have launched multicultural arms, there’s been a push to recruit diverse voices, but more work still has to be done. There needs to be a more concerted effort to cultivate and retain diverse talented marketing pros. 

The other challenge is the current state of the media. Recently, there have been a number of layoffs. This means less writers to tell stories. This forces practitioners to tell the most compelling stories, because there simply aren’t enough resources to cover off on all of the stories that are being pitched. This has always been our job, but earned media is going to be harder to secure than it was in the past. 

What are the core skills/and characteristics that you developed before entering the workforce that has contributed to your success the most in your career? 

I went to public school in Inglewood with Black and Brown kids until high school. I was accepted into a private, independent high school that was primarily white and wealthy. Talk about a culture shock. I wanted to leave immediately. My mother told me to give it a chance. It was probably the hardest thing I’d ever done, but I stayed all four years, made lifelong friends and pushed myself to not quit. And you know what? It changed my life and taught me to persevere

when things got uncomfortable. To not shrink for others, to embrace the process, and to trust God because He never gives you anything that you cannot handle. 

For newcomers entering this industry, I think it helps to have an idea of the type of work that will make you most excited when the weekend starts to wind down. For me, I knew early on that I enjoyed work that was centered around people, community, and empowerment. This came from the love of my city and desire to create equitable spaces for the next generation. My recommendation is to strive to find that intersection where your passion and career can collide utilizing the core skills you’ve already gained in pursuit of your passion. 

Working in Marketing as a Black Woman: 

PR/Advertising is notorious for having a high turnover rate broadly and an even higher one amongst African Americans; what has been your north star as you have navigated what can be a complex industry? 

This is an extremely fast-paced industry, which at times, can be high stress, demanding and thankless. Not to mention the unconscious bias we experience or just blatant discrimination, which leaves many emotionally and physically depleted. It’s no surprise that Black women are the fastest group of entrepreneurs in the US, which is directly linked to creating a more equitable work environment. I’ll say I am a high achiever, not an overachiever. There’s a difference. So when I’m underestimated or constantly second-guessed, I make it my mission to prove you wrong. Now, I may get some bumps and bruises in the process, even shed some tears, but I’m never going to let you win. My parents, grandparents, great-grandparents, the list goes on…sacrificed too much for me to give up. 

Have you faced any unique challenges that have presented themselves due to the intersection of your race and gender? If so, how did you manage them? 

While I can’t say any of my challenges have been especially unique, unfortunately there are a number of shared challenges among Black Women. There’s a recent study, “Women in the Workplace,” by Lean In, which explains that women of color are still dramatically underrepresented in corporate America. This is especially true in senior leadership: only 1 in 4 C-suite leaders is a woman, and only 1 in 20 is a woman of color. The study also finds that many women are switching jobs for better opportunities or leaving the workforce altogether. There are 12 million U.S. businesses owned by women, and Black women run more than a third of those. I believe Black women are taking control of their own destiny as a means for survival, but also for the sake of their own sanity. For me, I’ve found solace in knowing that things are slowly changing and that I am a part of that change. My desire to be an example to others, and a demonstration of grace and strength is how I strive to live my life.

How can young Black women entering this space now work on developing what they need to succeed in marketing/ PR? What advice would you give them? 

This business is about relationships. Build them. Every role I’ve ever had, I’ve made friends that I can still call on to this day – to either help make an intro to someone or give me advice on how to navigate a problem. I’ll add that these are two-way, authentic relationships where I do the same for them. Opportunists can be sniffed out a mile away. It’s also important to have internal allies…much like the saying: ‘Surround yourself with people who will speak your name in a room full of opportunities.’ This is key – to have those championing for you and your ideas when you’re not around. Lastly, sincerity and kindness go a long way in this business because it’s small, so you don’t ever want to burn any bridges. 

Agency work in the Multicultural space : 

Multicultural marketing has been used as an “umbrella term” to describe non-white marketing; however, marketing to different cultures within that umbrella can be vastly different; how does Deutsch LA ensure that it’s not treating the cohort like a monolith? 

We lean on data, insights and culture to create custom campaigns for all of our clients and that includes those with a multicultural focus. For instance, many Taco Bell fans from the South Asian community love the food because it’s easily adapted for vegetarian diets and there’s a fondness for the flavors and spices. We thought it would be great to tap into this community to celebrate 

Raksha Bandhan, a ceremony within the culture that honors the bond between sisters and brothers. We reached out to a South Asian jewelry designer to create a sauce packet Rakhi bracelet for siblings to exchange. This is a great example of the importance of having people from diverse backgrounds in the room who understand the culture and very specific cultural nuances. 

How does your agency ensure its messaging is culturally sensitive and appropriate for different audiences? 

We have some of the most talented people at Deutsch LA that are truly tapped into culture. We have layers of creative reviews and approvals to ensure our stories are both relevant and wholly inclusive. Additionally, we developed a robust casting process guidebook that provides our teams with inclusive casting principles and language, and explores stereotypes and racist tropes found in media. We’re also proud that this guide has been adopted by many of our client partners because it means we’re in alignment. We recognize that it’s our responsibility alone to highlight authentic stories. It is through this intentionality that we can help our clients’ business thrive. 

How does your agency collaborate with diverse communities and cultural experts to ensure the authenticity and accuracy of your agency’s marketing efforts?

We’re lucky to have a talented strategy team who work at Deutsch LA to help ensure that authenticity is at the center of our marketing efforts. For example, earlier this year, Taco Bell held the first-ever legal wedding both in the metaverse and in real-life with an Indian couple. Our team worked alongside them to ensure that elements of a traditional Indian wedding including custom attire, a sacred ceremony structure, a traditional entrance and more were included in the virtual ceremony. While we have a high-level of cultural competency in-house, we don’t shy away from engaging key thought leaders in their respective areas when we need it. The goal is to create the best work for our clients and we’ll lean into the correct partner to make that happen. 

What are some successful multicultural marketing campaigns that your agency has executed in the past that you are most proud of? 

These days, I think it’s important to focus on culture holistically, particularly when you’re not targeting a specific ethnic group. For us as marketers, our focus is generally on lifestyle and cultural habits. As a mom of two, our recent campaign for Walmart+ was a fun one that really resonated with me. The spot features a diverse crew with Janelle James, Cardi B, Jenny Slate and Stephanie Beatriz, who all share their “mom hacks” for making motherhood a little bit easier. While each of them tackle motherhood differently, the spot highlights the shared experiences that mothers have regardless of cultural background. 

Beyond what we’ve done for our clients, there are also two community initiatives that we’ ve developed that are really special: Blackness in Full Bloom and Dorsey Green Sauce. 

Blackness in Full Bloom is our free, four-week brand building program. Developveraging out-of-the-box thinking and diverse marketing skill sets from Deutsch LA advertising and media professionals. 

Last year, we partnered with Dorsey High School to help launch Dorsey Green Sauce, an avocado-based hot sauce created by students. This class project turned into a new business initiative that allows students to learn the fundamentals of marketing and advertising, and serves as a unique social enterprise designed to empower students through entrepreneurship. We continue to help lead product design development and marketing ed in Feb. 2020, Blackness in Full Bloom supports small, Black owned businesses by leconsulting on a pro bono basis, and agency professionals mentor students throughout the creative process.