Computer scientist makes ‘calculated’ music move - Uses start-up approach to launch career

In a inspired experiment that has carried on for the past three years, computer scientist Mannin Marsh applied start-up principles to navigate his entrance into the music business.

Now, he's done with the trial phase - ready to execute what he has learnt as his 'rude bwoy' alter ego, Ma'neen.

Considering those principles, Marsh knew he should have identified a target audience, introduced a unique value proposition, and scaled it.

In other words, "I have to find out if people care, what the music should sound like. I should find an audience willing to pay, then scaling that to make money in three months - then six months to make profit or change the product," he told THE STAR.

Debut single

Marsh's first six months started three weeks ago with the release of his debut single, Nanny Bag Pt. 2, produced by JLL.

It is the portrait of Ma'neen (not Marsh) - a young man, who has found sense of self after a bit of soul searching.

To get that story, you'll have to wait for the release of Nanny Bag Pt. 1 - his origin story, that centres on his first encounter with cannabis.

Marsh himself admits to presenting like a geeky, nerdy guy - but Ma'neen is a freeze-frame from the 90's - the caricature of a real 'rude bwoy'.

"That's my favourite time period - and it exists in my music and how I style myself and my merchandise. Ma'neen is just a 90s rude bwoy, trying to figure out life with a skewed sense of morality," he said.

" No, I'm not a gyalist. Just end up in gyalist scenarios - quite too often," Ma'neen narrates, before the first verse kicks in.

"Ma'neen is established and comfortable with himself. Then he's thrown into a scenario where he has to leverage his relationship with an ex-girlfriend, to stop her boyfriend - who is a policeman - harassing him for his weed," Marsh explained.

According to Marsh, storytelling is his secret sauce - and he doesn't shy away from basing his tales on true life.

Marsh's journey to the mic is similar to many other Jamaican artistes, beginning in the church.

"Like any typical Jamaican, I've been around music on the gospel side. I wasn't necessarily the best singer, I didn't understand how my voice worked. So I started writing rap," Marsh said.

Determined to perform like his friends - many musicians and singers themselves, he nurtured the skills he had.

Now, he's putting those skills to the test - to distract from his professional life in technology.

"I don't get to express my creativity a lot, so when I write songs, I can create an alter ego for myself," he said.

In addition to launching his own music career, Marsh hopes his start-up approach to the business could help other aspiring creatives.