Power of music

FALMOUTH, Trelawny — Falmouth-based Christoff “Ciyron Sosa” Pickering has big dreams of dominating the entertainment industry. The multi-hyphenate’s credits include producer, studio engineer, artiste and entrepreneur. He has accomplished all this at age 30.

“I got started in the music industry in 2005 but being around Vybz Kartel in the early part of 2008 led me to really stepping up my game. I also started doing studio engineering within that same time period and eventually [went] on to open Real Pagers Records and starting Jamaica Entertainment Magazine,” Pickering explained.

“From a tender age I’ve always loved music, I saw and understood the power that music has and it made me decide this is the path I wanted to be on. Growing up, I’ve always been intrigued by the lifestyle of a producer and artiste. My influences were varied, as you get something from each artiste. But definitely Bob Marley, Tupac Shakur and Biggie Smalls were great influencers,” he added.

Pickering’s view that the talent pool in western Jamaica is greatly untapped which led to a business decision to remain and operate in Trelawny.

“We are seeing more talented, emerging acts coming from the west than any other part of the island right now and we believe they are destined for stardom. [Trelawny] has produced a lot of stars and will continue to produce more stars,” he predicted.

Pickering believes he has the right formula for success: partnership, a mix of local, international, established and emerging acts and operating and adapting to the times.

“We have to operate differently now within this COVID period, we’re approaching the music industry by taking on the social media platforms. Another important aspect is also having all our artistes getting streamed and trending as this provides a very lucrative area for large incomes in the industry, along with digital sales and the right marketing strategy. Plus, it’s very important to look out for young talent. As you can see in these times, most of Jamaica’s superstars are young. There’s a change in the business and the younger generation taking the business very seriously and doing what is required in order to progress,” Pickering pointed out.

“I’m helping to highlight the talent in western Jamaica, by providing a facility in which music can be done professionally. I’ve been successful in assisting over 100 persons across Jamaica in building their career in music. [These have included] artistes, producers, disc jockeys and sound system operators. Real Pagers Records is partnering with Aizen Musiq and Dyce Empire Productions and through this collaboration we are working with local and international artistes,” Pickering added.

Among his list of current projects he includes singles for Teejay, Charley Black, Jah Frass, Fyne Style, Ryme Minista, Sun Beam, and Jhavan.

“Going forward I would want to work with Vybz Kartel, Alkaline, Masicka, Tommy Lee Sparta and many more including international acts such as Eminem and Migos,” he said. “I have big dreams, I do my best to balance being a studio owner, engineer and artiste, but I know I have the passion and we have the capabilities right here to do it.”