Tobagonian Soca Artist Num Num (Adrain Issac) may have started off as a comical entry into the Tobago Carnival Soca Titans competition but ended up being the true giant. From the moment people heard his seemingly comical rendition, it took a life of its own. Often we forget that music is about emotion as much as technical artistry, and this song in this social media era became a viral meme amongst the Tobagonian public.
Intuitively the coordinators of the event ensured that the newcomers attended a music camp where they artist refined their performance and learned tips of the trade which only added to Num Num’s arsenal, by the time a polished Num Num hit the stage his song was a popular fan favourite, and he rode off into the sunset with $75,000 dollars as the first prize winner.
While it could be argued that it had other more conventional and technically competent artist, the power of viral marketing and the people’s voice cannot be denied, he began to pull away from his competitors before the competition began.
Check out the performance and interview brought by Tobago Updates
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