Decota Letman | Roots Global Agency
| decota@rootspr.agency |
| What’s the name of your business, nonprofit or project? |
| Roots Global Agency |
| What city and country is your business, nonprofit or project located in? |
| New York City |
| Link to Your Website (if applicable) |
| https://rootsglobalagency.com/ |
| Links to Your Social Media Pages (if applicable) |
| https://www.instagram.com/rootsglobalagency/ |
| Describe your business, nonprofit or project, and the products and/or services you offer? |
| Roots Global Agency stands as a premier boutique creative agency, distinguished by our expertise in public relations, creative direction and residencies, experiential marketing, and events. With our headquarters rooted in the vibrant pulse of New York City, we extend our services across North America, West Africa, and the Caribbean. Our diverse roster includes a dynamic array of artists, musicians, executives, brands, entrepreneurs, and creatives, all united in their pursuit of excellence and innovation. |
| Are you Caribbean or African, or of Caribbean or African descent? If you are, please tell us details. |
| Yes, I am a Caribbean woman born to Jamaican parents and raised in the states. My family is from Saint Elizabeth, Jamaica. We are maroons. |
| Do you think your Caribbean or African upbringing/heritage has impacted your work? If so, please explain how. |
| My Caribbean upbringing has impacted and set the tone not only in my work but in life. It defines my morals, values, the way I see the world, my belief systems, and my soft yet fierce attitude. Though I grew up in the states, I live through the lens of an island woman who was raised by her maternal grandmother in the tropical hills of Jamaica. The teachings were sacred. The teachings were timeless. The teachings were ancestral. It shows up in my mannerism, cleanliness, mindfulness, and heart posture. I knew from an early age my work would be mission driven, global, and connected to my roots. I particularly live a fine line of being “too americanized” or “too cultured” and fellow first generation kids can often relate. This from early on made me want to bridge the gap as I remember getting teased for saying “com-for-table” pronouncing each syllable so clearly and proudly instead of letting it roll off my tongue in a proper english manner. My Bronx neighborhood was flooded with peers just like me from all over the Caribbean, Africa, and Latin America. I grew up listening to conscious reggae and lovers rock from Barrington Levy, Dennis Brown, Cocoa Tea, and Peter Tosh to of course Bob Marley but my absolute favorite was Garnet Silk. He was the one that made me fall in love with Africa and it was the first song that made me feel euphoric. “Hello Mama Africa, How are you? I’m feeling fine and I hope you’re fine too…I’m singing these words to let you know how much I care and I won’t let go. Even though we’re oceans away you’re with me day by day. Memories of you keep flashing through my mind.” I embraced the Rasta culture and dreamed of the motherland before I could actually contextualize the depths of the words I sang. I knew one day I would do work in Africa as it has always felt destined. Today I strive to be a part of new wave of reggae revivalists who use music, arts and culture to educate, unite, and transcend the diaspora. |
| How does your work positively impact culture + community? |
| Roots Global Agency preserves and highlights Afro-culture while uplifting the work of Black creatives across the diaspora, including Africa, the Caribbean, and the US, in fields such as music, art, education, and fashion. We focus on education and social impact in the regions we serve, creating opportunities for mutual aid, education, and connectivity. Our approach engages with the diverse identities within our diaspora in a non-capitalist and non-oppressive manner, fostering spaces for creation, connectivity, and liberation. |
| How should potential customers and persons interested in networking & partnerships contact you? |
| decota@rootspr.agency |
| What message of hope or inspiration would you like to share with other women in our community who are also pursuing their dreams? |
| It feels good to know we aren’t doing this alone. That there are enough seats at the table because we’re the ones building the table and what’s built in love can’t be broken. |
