In today’s world, so much happens one social media post, reel, or story at a time. Caribbean and Trinidad style carnivals are no exception. From bejeweled costumes with extravagant feathered backpacks and creative make-up to the intricate details of traditional masses, the festival offers a visual feast perfect for online content I will.
But for a group of dedicated Carnival enthusiasts, capturing the essence of the festival is about much more than that, it’s also a passion, love and mission to share the richness of Caribbean culture with the world. These creators aim to provide authentic insights, information, and deeper context behind their dazzling displays.
For Global Carnivalist, the journey started in 2014 with a simple blog documenting their carnival experiences. As a first-generation American born to Trinidadian parents who were avid carnival enthusiasts, she initially focused on North American carnivals. But it was her review of Trinidad’s Carnival that really resonated with the audience. Currently, she has over 32,000 followers on Instagram and over 9,000 followers on TikTok.
“We always keep in mind that we are providing information that is of value to people,” she says. “The more valuable information we provide consumers with, the better informed they will be.”
Her platform, affectionately known as “Globey”, serves a diaspora audience seeking guidance on the various carnivals across the Caribbean. With a background in communications, she is your go-to source for all things Carnival, offering tips from curated festival lists to planning guides and must-see attractions.
Everyting Sim Simma, another prominent name in the carnival content scene, stumbled into this niche by accident. Initially, she focused on food content under her brand ‘Sim Simma Eats the World’. However, after attending the West Indian Day Parade in Brooklyn and posting a review, he was flooded with inquiries from curious followers. This unexpected interest led her to pivot to carnival content.
From choosing your festive outfit to choosing the perfect shoes for a few days out, every detail matters
While earning her master’s degree in Latin American and African Studies at New York University, she wrote a thesis on Caribbean Carnival Rooted in Resistance. Today, her platform, dedicated to showcasing authentic carnival experiences, has over 14,000 followers on Instagram and 12,000 followers on TikTok.
“I’m not an avid carnival follower, but I aim to be authentic and encourage others to tell their stories through my platform.” Born in St. Kitts and Nevis said the creator.
Chaby, a content creator from Antigua, embraced Carnival in his 20s after growing up in a religious environment that didn’t encourage festival participation. He got his first taste of St. Kitts and sparked a love for the freedom it offered. Documenting her personal journey, from choosing her costume to exploring the culture of Carnival destinations, Chubby currently shares her experiences with more than 14,000 followers on Instagram and 3,000 on TikTok.
For Bahamanistas, Carnival also came later in life. Growing up in the Bahamas, she knew about Junaqunu, but didn’t experience Trinidad-style carnival until she moved to the United States for college. She was hooked at her first Brooklyn Carnival, and soon after began volunteering at Sesame Flyers Mass Camp, immersing herself in the culture.
Now, she’s sharing carnival guides, makeup, and costume reveals to more than 27,000 followers on Instagram and a whopping 134,000 on TikTok. “I think I was informed from the beginning,” she says. “My father was a VJ in the Bahamas, so I grew up learning how to speak and convey information. This training has informed the way I create content today.”
carnival content business
Carnival is more than just a celebration; it’s big business. On many islands, the festival attracts tourists during the shoulder months, when visitor numbers are usually low, providing an economic stimulus to the local economy. Recognizing the potential of social media marketing, mass bands, festival promoters, and tourism boards are turning to influencers and content creators to expand their influence.
Bahamanista recalls its first partnership with a band from Saint Lucia who wanted to comprehensively review the Carnival experience. “They covered everything but the flight, and that partnership really opened the door for today’s collaboration,” she said.
As a full-time occupational therapist, she attends four to five carnivals a year, many of which are sponsored trips. “A lot of it is by contract or by invitation from tourist boards or bands. I try to do at least one carnival by myself to keep it authentic for me,” she adds. , said Brazil and Curaçao are on his bucket list.
“If you pay attention, you can see trends,” she said, noting that interest in certain carnivals has declined due to increased spending.
Global Carnivalist started securing partnerships in my second year of blogging. By 2019, she was attending up to 10 carnivals a year. She books many of her trips independently, but also pitches to tourism boards to gain a broader understanding of each destination.
She sees her role as similar to a customer service representative. “We provide that connection between the band and the consumer. You have to research everything, you have to look at historical data, you have to check spelling. People have about 40 questions. Come to me,” she explained.
At Everyting Sim Simma, the partnership has evolved naturally, including participating in a press trip for Spice Mas in Grenada. “Jab-Jab, which is rooted in resistance, was great because it was in line with my research. Some of the carnivals I attend, like Sugarmas in St. Kitts and Kulturama in Nevis, are naturally occurring; It’s a home event for me,” she said.
Chubby, who recently took time off to deal with his mental health, was invited by Carnival’s concierge company to his first Cropover in Barbados. “She was interested in how I could express my experiences authentically,” he explains. “I didn’t know that carnival content creation was all the rage at the time. I was just grateful to be working with someone in that space. I loved it and thought maybe this could be something.” I thought of myself as someone who was fascinated by carnival and wanted to show it off.”
1 year of carnival creator
For serious carnivalists, preparations begin months in advance. From choosing your festival outfit to choosing the perfect shoes for a multi-day outing, every detail matters. Fitness is also the key to enduring hours of dancing and parades.
“I go to the gym five days a week for my health. I don’t play with my body,” Groby said. “But for Carnival, I train to build up my stamina and get my legs ready, because I play trout in six-inch heels.” She uses Pinterest to style her looks. Plan and decide on your hairstyle based on your destination’s weather.
Bahamanistas immerse themselves in the culture to ensure their content resonates. “I’m obsessed with it. I want to train to build up my stamina, listen to and learn new music, and connect with local people to make sure my content does well when I press publish, so I get information.” “I try to get to know them,” she explained.
If we, as creators, don’t take the time to sit down and explain it to them, they will think of Carnival as just a feather and bead affair. ”
But the desire to share the beauty of Caribbean Carnival also comes with a sense of responsibility. Many creators are careful not to reduce it to mere social media aesthetics.
“Sometimes I feel guilty,” Bahamanista said. “I wonder if my content will help or hurt. Companies want content and marketing. The challenge is how can we support cultural innovation without being too sensational?” …If we, as creators, don’t take the time to sit down and explain it to them, they’re going to think it’s just a matter of feathers and beads.”
Chavy is intentional about not overly sexualizing its content. “The Carnival experience is the good, the bad, the ugly and the ability to showcase it. [creatively] The real thing is rare. One of my complaints is that Carnival is overly sexualized. That’s something I try my best not to add to, and it comes down to little things like the choice of music used, the type of editing style…
“I don’t focus too much on people winning,” he says. “Soca music is a breathtaking experience, and it would be a shame to soak in the beauty of the song only to end up focusing on the movement of someone’s waistline.”
The future of carnival content production
As social media continues to evolve, so do the strategies of Carnival content creators. Today, platforms like TikTok are leading the way, requiring constant adaptation. Analytics plays a key role in helping creators like Globey identify trends and adjust their content strategies.
“If you’re paying attention, you can see trends,” she said, noting that interest in certain carnivals has declined due to increased spending. “People are looking for more value for their money, so it helps to provide information about where they can go, where they can eat, what they can do outside of Carnival,” she said.
With its solutions-oriented approach, Bahamanista aims to offer budget-conscious Carnival goers an alternative, while Every Sim Simma plans to delve deeper into the cultural and historical aspects of Carnival.
With their passion and dedication, these Carnival content creators ensure that the essence of the celebration is truly conveyed to audiences around the world.
