Cassandra Campbell, TikTok’s Brand Manager for Beauty and Personal Care, is championing the Island Music Conference (IMC) as an indispensable event for creatives and industry stakeholders seeking to master monetization strategies and forge powerful professional connections. In an exclusive statement to the Jamaica Observer, Campbell emphasized the conference’s unique value proposition, describing it as an intimate environment where industry leaders converge for transformative dialogue.
Campbell, drawing from her extensive background at major tech platforms including Meta, Instagram, and Facebook, highlighted the unpredictable nature of viral success. ‘You just never know what’s gonna be the thing that sends you viral,’ she remarked, positioning IMC as a breeding ground for the ideas that catalyze such breakthrough moments. Beyond the serious business discussions, she also touted the unparalleled access to top-tier artists, exclusive concerts, and immersive activities that define the IMC experience.
Scheduled for February 25-28, 2026, at the Courtleigh Auditorium in New Kingston, the conference will feature Campbell on a pivotal panel titled ‘Streaming Math: How To Actually Make Money On DSPs’ on February 26th. She will be joined by a roster of digital music heavyweights, including Tuma Basa (YouTube), Tanya Lawson (AudioMack), Yomi Desalu (Apple Music), and Victor Conradsson (Believe), with moderation by JR Watkins.
The event’s significance is further amplified by a keynote address from Dr. Moses Michael Levi Barrow, the renowned artist and statesman known as Shyne. His presentation, ‘From Stage To State’, is slated for Thursday afternoon.
Aligned with its 2026 theme, ‘Music Is the Unifying Force’, IMC extends its impact through a strategic partnership with Jamaica’s Ministry of Culture, Gender, Entertainment, and Sport. This collaboration will manifest in the fifth edition of the Jamaica Creative Expo on February 25th. Under the sub-theme ‘Careers in Music, Media, Publishing’, the expo is engineered to provide high school seniors, tertiary students, and at-risk youth with a comprehensive, industry-led immersion into viable creative careers.
Portfolio Minister Olivia Grange articulated the expo’s mission as a critical intervention to position Jamaica’s creative sectors as ‘viable, scalable, and globally competitive career pathways.’ This initiative is particularly focused on bridging opportunity gaps for students from vulnerable communities, offering them direct engagement with international professionals and practical education on intellectual property, publishing rights, and financial literacy.
Complementing this, IMC’s Global Radio & International Media Zone, hosted by an array of international DJs and tastemakers, will demystify the global journey of Jamaican music, offering insights into professionalism, cultural representation, and international market demands. The conference boasts an impressive lineup of additional speakers, including figures from BET UK, Cherry Tree Music Group, and Geojam Studios, ensuring a rich tapestry of perspectives on artistry, business, and technology.