Inside Clubcerts

Since its Drake-themed debut at Usain Bolt’s Tracks & Records last October, Clubcerts has become a monthly hotspot for music fans seeking immersive, audience-led experiences.

At the helm of the promotion is marketing professional and TikTok creator Jovanni ‘Prizal’ Walker, who, through his experience in marketing and understanding of audiences, helps shape Clubcerts into an immersive, fan-focused experience.

So far, the event has showcased themes inspired by rap and R&B artistes such as Chris Brown, The Weeknd, and, most recently, PartyNextDoor.

Supported by Smirnoff since its second staging in November, Walker has approached Clubcerts not as a standard event, but as an experience centred on a single artiste.

The idea, he explained, came through an associate in Trinidad, and he believed it could translate locally by drawing out genuine fans of the featured artiste.

In an entertainment space he describes as “crowded”, Walker believes his perspective lies in being intentional rather than excessive.

“I don’t think it’s always about doing the biggest thing,” he said, adding, “It’s more about understanding why people show up and creating something they can genuinely connect to. That means designing experiences that feel familiar, yet elevated.”

Although the entertainment space is often seen as cut throat, Walked said his experience has challenged many of those assumptions. He explained that many promoters communicate with each other, understand their respective audiences, and, where possible, avoid unnecessary overlap.

“It’s not as divided as people think,” he shared. “When you’re on the outside looking in, it may seem that way, but based on my experience so far, it’s the opposite.”

He also gave some of the advice he’s received along the way, including the notion that losses are almost a rite of passage for promoters.

“The veteran promoters always tell me you’re not really a big promoter until you lose a lot of money,” he said with a laugh. “I don’t plan on losing money, though.”

The next Clubcerts staging is set for Valentine’s Day.

entertainment@gleanerjm.com