Syntyche ‘Syn’ Dawkins can be described using only two words: passionate and proud. The American-born producer, program director, promoter and all-around Jane of all trades, was raised in a Jamaican and Bajan household. It was in the home where Syn developed a pride and passion for her culture, which would eventually order her career steps.
A self-proclaimed culture pusher, Syn enthusiastically shares Caribbean trends, music and art with anyone who is willing to learn more about it. Syn’s parents emigrated to America from the Caribbean to give her an opportunity to realize the American dream; however, they continued to teach her the importance of her culture and ensured that her roots were not lost. It was her West Indian upbringing and values that helped mold Syn into the businesswoman she is today.
Syn initially sought the American dream in a traditional corporate environment; however, it was there that many of her colleagues constantly affirmed what Syn already knew about herself: She was simply too creative for a 9 to 5.
In 2000, Syn took a leap of faith and landed a job as the executive assistant to Robert Livingston, CEO of Big Yard Music. She climbed the ladder at Big Yard Music, which was home to the reggae heavyweight and Grammy award-winner Shaggy, and began working in their marketing and promotions department. Syn continued on her path in marketing and promotions with RPM, a entertainment management company whose client roster included DJ Enuff and Kelis. In 2001, Syn started a Caribbean entertainment website, yardieyanks.com, which combines her love for Caribbean culture, fashion and music.
In keeping with her passion for Caribbean culture and music, Syn found a home in radio with Irie Jam Media. Although she’s worked with some of the biggest names in the reggae, pop and hip-hop industries, Syn considers Irie Jam Media to be her big break. Irie Jam Media CEO and Syn’s mentor-turned-husband, Bobby Clarke, taught her everything about radio production and gave her the opportunity to exercise the independence and creativity that she craved so much. In addition to producing her own radio show for Irie Jam, Syn produces every special event for Irie Jam Media—including the signature Irie Fashion Rave.
With an ear for music, eye for fashion and bold personal style, Syn saw a unique opportunity to promote music and fashion with her innovative event. Held annually in New York, Irie Fashion Rave promotes Caribbean reggae artists and fashion designers. Through Irie Fashion Rave, Syn continues to bridge the gap between Caribbean fashion and mainstream fashion.
Syn has worked with Shabba Ranks, Sean Paul, Damian “Jr. Gong” Marley, Beenie Man, Elephant Man, singer/actor Tyrese and Grammy award-winning artist Babyface.
A true creator, Syn continues to produce events that inspire—through fashion and music, in particular—the nourishment and promotion of Caribbean culture.
Syn’s ultimate goal: Infiltrate pop culture with Caribbean culture.
Mikelah
Mikelah is a Caribbean Culture expert, curating the bridge between the Caribbean and its diaspora. A CUNY Baruch College graduate with a BBA in Marketing. With previous experience with Caribbean lifestyle brands such as VP Records, Tempo TV and JAMROCK Magazine. Currently serving as a digital marketing maven by day, while continuing to collaborate with Caribbean brands.
Follow Me:
Leave a Reply