She reigns on stage as the consummate dancehall entertainer, and Spice also holds the crown as the most followed living Jamaican artiste on Instagram.
The Genie singjay hit two million followers recently on a platform which sees reggae legend Bob Marley with four million.
Speaking to The STAR yesterday, Spice expressed contentment at the feat which she said is evidence of the fruits of her labour in a career spanning more than a decade.
“I think people enjoy my videos, whether it’s gonna be something crazy about my dancers or the excitement that happens within the dancehall space. They also love my live videos cause they know I speak my mind,” Spice said. “Sometimes, I’ll post and say drop your flag from where you following from as my audience is so worldwide, so they use my page as that ‘go-to’ to see what is happening in Jamaica. I think they just love my personality.”
Self-managed, Spice has never hidden her international aspirations, and said the social media platform aids in expanding her brand. She uses it to promote her music, like the single Black Hypocrisy from her 2018 Captured mixtape, which made international headlines with its visual approach to tackling colourism.
“Instagram is the new marketing tool, it is what I use to promote myself as an artiste,” she said. “I would even say Instagram is the engine for my career right now.”
She has also used it to air spats with some of her contemporaries, most recently Love & Hip Hop Atlanta cast member, Akbar V. In the latest episode, the two get into a heated argument after Akbar mocks Spice’s accent, and shades the artiste for coming to ‘her city’. For Spice, it is just another case of an insecure female who feels threatened by her ambitions.
“I think, like most women, she probably thinks I’m coming in Atlanta, in her space, to probably take over. So she feels threatened by probably me and Tokyo Vanity being in Atlanta. I flew there to widen my fan base, so if something is gonna come in my way, I’m gonna feel offended but what I felt most offended about was when she tried to mock my Jamaican accent. When I post (spats like) this, Shaderoom will re-post it and other foreign bloggers will pick it up, so it’s marketing for me.”
Her latest entrepreneurial venture, Faces and Laces, is an online beauty store, which offers custom-coloured wigs, starting from US$250 (J$33,557), all under spice-themed names. Spice says she decided to launch this business after being asked by fans about her own wig collection .
“The reception has been good and I’ve been getting a lot of sales,” she said. “The only criticism I’ve really gotten is the price as some customers may say a wig for US$300 (J$40,268) is a lot based on the exchange rate in Jamaica, which I am not responsible for. The truth is I purchase them in US dollars so I have to sell with that market.”
The make-up line is scheduled to be launched in July, and will feature an eyeshadow palette dubbed Piano and a “mic” make-up brush set.
“I’m also the creative director at Faces and Laces so I try to incorporate my first love (music) with make-up, so you’ll notice that everything will have something to do with music. In my eyeshadow palette, we have a colour called dancehall and another called Jamaica. I want to launch it in Jamaica first and ensure it’s available islandwide.”