A Trinidad and Tobago self-made entrepreneur is making major inroads, constructing a service he knows is absolutely needed in the creative industry. Known simply as Elmo on the Caribbean music and entertainment scene, the Director/ photographer/ videographer/marketer and talent manager who has recently earned certification in Digital Marketing and Business, is now heading a complete Media Marketing Company. 

After years of developing his skills across multiple media disciplines, Elmo, whose real name is Jaba Akeil Claverie is now the owner of Elmo Studio International – a one stop shop for artistes, entertainment managers and others in the industry, seeking the complete digital media toolkit to brand and market themselves. “My objective is to change the standard, and the way things look in the business here in the Caribbean,” he says. 

The company is registered in the United States and is developing steadily to ensure clients receive a packaged experience when they come knocking. Elmo’s years of behind- the- scenes experience at Synergy TV and 96.1WEFM, as well as creatively developing and executing ad campaigns for Machel Montano’s Machel Monday product for six years, have equipped him with an immense amount of knowledge in professional branding, and media in general. “I have 15-years experience in this field of work, having done photography, graphic design and directing. I started off in promotions and when I realized the cost of graphics and videography was increasing exponentially, I began doing it for myself,” he explained. That bit of initiative would essentially lead to bigger opportunities. “One day a friend asked me if I’d be interested in doing some camera work and I agreed. That’s when I ended up working with Peter C Lewis at WI Sports before moving to Synergy TV,” he said, explaining that that both opportunities led to him getting hands- on experience in Camera Operations, Program Directing, Graphic Design and more. 

Synergy was just the beginning of the journey for Elmo. Greater opportunities would present itself, thanks to fellow creatives, Dori Pro and Lord Edit. “These are my brothers. It wasn’t an easy road but I am grateful for the connections and the people who saw what I could offer in the industry.” Videographer, Lord Edit was the person who offered Elmo the opportunity to get his foot in the door at 96.1WEFM. He would go on to spend 9 years at the company, eventually working on some of the most memorable advertising and media campaigns for Machel Montano’s Machel Monday concert. “The problem that I encountered along the way was the fact that even though I had been doing a lot of the creative work behind the scenes, there was really no recognition for me throughout that time. You can have a lot going on for you but still have nothing,” said Elmo.

Observant of the industry’s climate during and post pandemic, Elmo knew he had to make necessary decisions for the preservation of self, and growth of career. “I went to school and became certified in Business Management and Digital Marketing,” he said, explaining that his travels overseas to New York and his interactions with people in the industry, would lead to bigger ideas for the development of the Caribbean entertainment industry. 

A trip to Guyana, once again commissioned by Lord Edit, led to yet another opportune meeting. “I had been asked to come to Guyana and without asking too many questions, I went. I ended up working on a music video for Omaiah Hall – a Guyanese artiste who is tremendously talented,” said the creative. That chance encounter would lead to him extending himself in a new capacity – that of Manager, first with the goal of ensuring that Hall’s branding and marketing were catered to, professionally and then of course, strategically positioning her to engage broader Caribbean audiences, as she moved to continue to ascent in the industry. “Through strategic creative development, added to her hard work and talent, we made big leaps in the months that followed,” said Elmo. In 2026, Omaiah Hall was nominated for a Caribbean Music Award, for the very first time. “I put everything I thought about in effect – videography, photography, bookings and management. Within 1 year, Omaiah was nominated for a Caribbean Music Award,” said Elmo proudly. Acknowledging Omaiah’s dedication to her craft and her immense talent, he highlighted that adding his creative development skills to what she had already been doing, proved effective.  

As he moves full speed ahead within a space he navigates with a sense of understanding, Elmo is prepared to welcome new clients whose ambition is to position themselves for markets outside of the region. “I have also created a music label inside of the construct of the company, and we have my cousin, Sani – the son of renowned Jamaican artiste, Warrior King on staff, as the in-house producer, so that off season, we convert our services to advertising related services.” 

A multi-talented creative with a strong set of skills in digital media and creative direction, Elmo heads this new marketing agency that’s a necessity at present for Caribbean artistes. “I basically do everything that’s often outsourced by ad agencies,” he shared, noting that in addition, he has worked on several music videos for major artistes like Spice, Bunji Garlin, Sean Paul and Fay Ann Lyons. “Artistes need proper marketing and brand awareness strategies. What I am offering is a method to help our artistes gather the required tools to aid in their international positioning. I’m teaching our people how to maneuver in this industry for international purposes,” he said. 

Elmo assures that his rates will be tailored to suit the needs of individual artistes with an awareness that not all artistes are in the same financial position. “Every client cannot be treated the same because everybody is not at the same level financially. I do have base rates my services but I was forced to learn price adjustment,” he said. 

As he effectively strategizes to engage those who are interested, Elmo says he hopes artistes in the space will come on board to give themselves a better shot in the global creative space.