Lesson in Relevance: Jamaican Music DJ vs. Korean Food Festival
Today, on broadway + 32nd in New York City, there was a bazaar sponsored by the St. Francis of Assissi, specifically the Korean parish. They were doing a fundraiser for North Korean refugees and the homeless people around the tri-state area.
Everything was great. The weather was great, the sales were great, people were having fun, and it seemed like everything was going the way it was planned.
Then the Jamaican reggae music DJs showed up out of nowhere, setting up shop at the entrance of the festival.
First of all, I wasn’t involved with the even planning of this bazaar so I am not sure if I am jumping the gun, but it seemed like these guys just set up shop in front of this Korean bazaar (i.e. taking advantage of the foot traffic) w/o any sort of prior business arrangement. To close down a NYC block for any sort of commercial activity, you need MONTHS AND MONTHS of planning and collaboration with the gov’t of NYC. Maybe I could be wrong… maybe the NYC gov’t decided to do a good will and hire the Jamaican DJs for this KOREAN event.
Second thing I noticed was that these guys were COMPETING for the crowd’s attention. The louder the festival got, the louder the Jamaicans got.
After a while, these Jamaican guys started SCREAMING. Good lord.
Now here’s my take on this…
Who the f*ck invited these guys? It’s just plain rude. Korean Catholics (not korean american catholics) - a big chunk of them speak hardly any English. Even if they did, I guarantee they never even HEARD of this reggae genre, let alone invite them to a Korean food/cultural event.
I’m no business guru, but these guys need a lesson in RELEVANCE. They set up shop in front of this Korean cultural festivity to promote their crap. Uh.. hello? Wrong demographics. You are NOT relevant for this crowd. The type of people that seek Korean food do NOT overlap with the crowd that seek reggae music. If these “entrepreneurs” thought this was an opportunity, … umm.. waste of time!
If you are an entrepreneur, next time, do some research on your target demographics.

Recent Comments