Decota Letman: The Visionary Bridging Borders for Afro-Caribbean Creatives
Growing up in a vibrant migrant community in the U.S., Decota Letman learned early on about the unspoken connections between people across the African and Caribbean diasporas. Her neighborhood thrived on shared experiences—the cadence of Creole mixing with Patois, the scent of Caribbean food wafting from nearby kitchens, and the universal rhythm of reggae music uniting everyone. It was this shared yet diverse cultural tapestry that inspired Decota to establish Roots Global Agency in 2020—a creative powerhouse dedicated to preserving Afro-culture and uplifting Black creatives.
A Mission Rooted in Liberation
Roots Global Agency exists to spotlight and amplify the artistry of African and Caribbean creatives across the diaspora. Its mission is as bold as it is clear: to engage with the diversity of Black identities through equitable, non-exploitative practices. “Our approach engages the diverse identities within our diaspora in a non-capitalist and non-oppressive manner,” Decota says. “Ultimately we’re fostering spaces for creation, connectivity, and liberation.”
This approach has earned Roots Global Agency a reputation for authenticity. Their projects include working with global stars like Stonebwoy and Moliy, hosting a groundbreaking creative residency in Ghana, and producing culturally rich PR campaigns for events like BRIC Celebrate Brooklyn.
What sets the agency apart is its on-the-ground approach. Decota and her team – which includes Trinidadian Naya Samuel, who is the Creative Director, and Ghanaian Erica Arthur, who is the Project Manager – rely on firsthand experiences and deep cultural knowledge to craft campaigns that resonate. The agency doesn’t just market Afro-culture; they live it.
“Our first-generation lens and deep understanding of Afro-culture and the dynamics at play enables us to connect authentically with the countries and communities we operate in,” Decota says. “By leveraging our cultural insights and firsthand experiences, we methodically and creatively level the playing field, providing services that are both informed and impactful.”
Caribbean Roots, Global Vision
For Decota, her Jamaican heritage is the lifeblood of her work. As the daughter of Jamaican migrants, she grew up in a household steeped in reggae music, proverbs, and stories passed down through generations. “Saturday mornings were for cleaning and learning,” she reminisces. “We’d wake up to the melodies of Garnet Silk, Dennis Brown, and Bob Marley. The music wasn’t just entertainment—it was a lesson in resilience, consciousness, and pride.”
This foundation shaped Decota’s worldview and instilled a deep curiosity about the shared histories and cultures of the diaspora. A pivotal moment came in elementary school when nyabinghi drummers visited her class. “They taught us chants, the power of the drums, and sacred dances.”
This sense of connection continues to drive her work. “There’s a grace, an elegance, a richness that our people carry in their spirit that cannot be replicated only engrained. We’re born with it and when you see it, you know it. I saw it in my loved ones, I saw it in my peers and I was curious. I wanted to peel back the layers and chase the sun. The same sun we all shared through music, culture, and our very essence.”
Overcoming Challenges, Building Bridges
Like many Black women entrepreneurs in America, Decota has faced challenges. Early in her journey, she found herself overexplaining the value of her work to potential clients who underestimated her capabilities. “I realized I didn’t need to convince anyone. I stopped over-explaining and focused on the clients and partners who sought us. It allowed our team to work in ease, with confidence, and not out of mere pressure.”
This clarity has allowed Decota to lead with confidence, resulting in a body of work that is as fulfilling as it is impactful.
Looking Ahead
Roots Global Agency is poised for continued growth, with initiatives like PROVISIONS, a five-day creative workshop in Ghana from December 30 to January 4. This immersive experience will bring participants into lesser-known spaces for artist-led workshops and engaging panels with cultural trailblazers. It’s the latest step in Decota’s mission to deepen connections across the diaspora and celebrate its boundless creativity.
At its core, Decota’s work is about more than just business—it’s about community. “Global interest in Afro-culture has shifted trends, bringing economic benefits to Africa but also risks of neocolonialism. Enhancing brand awareness within the diaspora requires addressing cultural gaps, overcoming systemic barriers, and fostering a respectful, equitable brand language,” she says.
“It’s an honor to bring this vision to life, one that was planted in me before I knew.”
Connect with Roots Global Agency
To learn more about Roots Global Agency or to explore mission-aligned collaborations, visit rootsglobalagency.comor follow them on Instagram at @rootsglobalagency.
You can also follow Decota’s personal journey on Instagram: @_decota_.
