In today’s world, much unfolds one social media post, reel, and story at a time — and Caribbean or Trinidad-style carnivals are no exception. From bejewelled costumes with extravagant feathered backpacks and creative makeup to the intricate details of traditional mas, the festival offers up a visual feast perfect for online content.
Yet, for a dedicated group of carnival lovers, capturing the festival’s essence is much more: it’s a passion, love, and mission to share the richness of Caribbean culture with the world. These creators aim to provide authentic insights, information, and a deeper context behind the dazzling display.
For Global Carnivalist, the journey began in 2014 with a simple blog documenting her carnival experiences. As a first-generation American born to Trinidadian parents — avid carnival enthusiasts themselves — she initially focused on North American carnivals. However, it was her review of Trinidad Carnival that truly resonated with audiences. Today, she has amassed over 32,000 followers on Instagram and over 9,000 on TikTok.
“I am always keeping in mind that I am giving people information that is valuable to them,” she says. “The more valuable information I put out to the consumer that they can use, the better.”
Known affectionately as Globey, her platform serves a diaspora audience eager for guidance on the various carnivals across the Caribbean. With a background in communications, she gives tips from curated fete lists to planning guides and must-see tourist spots, becoming a go-to source for all things carnival.
Everyting Sim Simma, another notable name in the carnival content scene, stumbled upon this niche by accident. Initially, she focused on food content under her brand Sim Simma Eats the World. But after attending the West Indian Day Parade in Brooklyn and posting a review, she was bombarded with inquiries from curious followers. This unexpected interest led her to pivot toward carnival content.
From curating outfits for fetes to selecting the perfect shoes for days on the road, every detail counts
While completing her Master’s degree in Latin American & African studies at New York University, she wrote her thesis on Caribbean carnival being rooted in resistance. Her platform, now dedicated to showcasing authentic carnival experiences, has garnered over 14,000 Instagram followers and 12,000 on TikTok.
“I am not a heavy carnival chaser, but I aim to showcase authenticity and let others tell their own stories through my platform,” said the St Kitts & Nevis-born creator.
Chavy, an Antiguan content creator, embraced carnival in his 20s after growing up in a religious environment that did not encourage participation in the festival. His first taste in St Kitts sparked a love for the freedom it offered. Documenting his personal journey — from costume selection to exploring the culture of carnival destinations — Chavy now shares his experiences with over 14,000 followers on Instagram and 3,000 on TikTok.
For Bahamianista, carnival came into her life later as well. Raised in The Bahamas, she knew Junaknoo but didn’t experience Trinidad-style carnival until she moved to the United States for college. Her first Brooklyn carnival left her hooked, and soon after, she began volunteering at the Sesame Flyers mas camp to immerse herself in the culture.
Today, she shares her carnival guides, makeup and costume reveals with over 27,000 Instagram followers and a whopping 134,000 on TikTok. “I think I have been informational from the get-go,” she says. “My dad was a VJ in The Bahamas, so I grew up learning how to speak and present information. That training translated into how I create content today.”
The business of carnival content
Carnival is more than just a celebration — it’s big business. For many islands, the festival attracts tourists during shoulder months when visitor numbers are typically lower, providing a financial boost to local economies. Recognising the potential of social media marketing, mas bands, fete promoters, and tourism boards have turned to influencers and content creators to extend their reach.
Bahamianista recalls her first partnership with a band in St Lucia that wanted a comprehensive review of their carnival experience. “They covered everything but the flight, and that partnership really opened doors for the collaborations I have today,” she shared.
As a full-time occupational therapist, she manages to attend four to five carnivals a year, many of which are sponsored trips. “A lot of it is either contracted or by invitation from a tourist board or band. I try to do at least one carnival alone to keep it authentic for myself,” she added, noting that Brazil and Curaçao are on her bucket list.
“You see the trends if you are paying attention,” she said, noting a decline in interest in particular carnivals due to the increasing expenses
Global Carnivalist began securing partnerships two years into her blogging journey. By 2019, she was attending up to 10 carnivals annually. Although she books many trips independently, she also pitches to tourism boards to gain a broader understanding of each destination.
She sees her role akin to that of a customer service representative. “We provide that link between the band and consumer. I have to do research on everything, look at back data, check the spellings, etc. People come to me with about 40 questions,” she explained.
For Everyting Sim Simma, partnerships have naturally evolved, including being part of press trips for Grenada’s Spice Mas. “It was wonderful because Jab Jab, which is rooted in resistance, aligns with my research. Some other carnivals I attend just happen naturally, like St Kitts Sugar Mas or Nevis’ Culturama, which are home events for me,” she said.
Chavy, who recently took a break to deal with his mental health, was invited to his first Crop Over in Barbados by a carnival concierge company. “She had a fascination with how I show my experiences authentically,” he explains. “I didn’t know carnival content creation was a thing at the time. I was just grateful to work with somebody in that space. I loved it and thought this could be something. I just considered myself someone who had a fascination with carnival and showcasing it.”
A year in the life of carnival creators
For serious carnivalists, preparation begins months in advance. From curating outfits for fetes to selecting the perfect shoes for days on the road, every detail counts. Fitness is also key to enduring hours of dancing and parading.
“I go to the gym five days a week for my health. I don’t play with my body,” said Globey. “For carnival, though, I work out to get my stamina up and to ensure my legs are prepared — because I play mas in six-inch heels.” She uses Pinterest to plan her looks and decides on hairstyles based on the destination’s weather.
Bahamianista immerses herself in the culture to ensure her content resonates. “I kind of obsess about it. I work out to prepare my stamina, I try to listen and learn the new music, to be in the know because when you press publish you want to connect to the locals so the content does well,” she explained.
As creators, if we don’t take the time to sit and explain, they think Carnival is just a feathers and beads affair”
However, with the desire to showcase Caribbean carnival’s beauty comes a sense of responsibility. Many creators are mindful of not reducing it to mere aesthetics for social media.
“I feel guilty sometimes,” said Bahamianista. “I wonder if my content is helping or hurting. Businesses want the content and marketing, so the challenge is how do I help someone innovating the culture without making it too sensational? … As creators, if we don’t take the time to sit and explain, they think it is just a feathers and beads affair.”
Chavy is intentional about not oversexualising his content. “The experience of carnival is the good, bad and ugly, and the ability to showcase that [creatively] in its authentic form is a rare thing. One of my pet peeves is how oversexualised Carnival has become. It is something I try my hardest not to add to, and that comes down to small things like the choice of music I use, the kind of editing style …
“I don’t focus on people wining so much,” he says. “Soca music is such a breathtaking experience, and to absorb yourself in the beauty of the song only for it to come down to how somebody’s waistline moves is a disservice.”
The future of carnival content creation
As social media continues to evolve, so do the strategies of carnival content creators. Platforms like TikTok are now leading the charge, requiring constant adaptation. Analytics play a critical role in helping creators like Globey identify trends and adjust their content strategies.
“You see the trends if you are paying attention,” she said, noting a decline in interest in particular carnivals due to the increasing expenses. “People want value where they could get more for their money, so giving them information on where they can go, where they can eat, experiences they can have beyond the carnival helps,” she said.
With a solutions-oriented approach, Bahamianista aims to offer alternatives for budget-conscious carnival-goers, while Everyting Sim Simma plans to delve deeper into the cultural and historical aspects of carnival.
With their passion and dedication, these carnival content creators are ensuring that the essence of the celebration is captured authentically for audiences worldwide.