One day during the summer, I went into a Jamaican food spot to politely ask if I could leave a stack of flyers for my friend’s party. Caribbean party flyers are usually always hella interesting to peep. They’re fascinating snapshots into male centered flights of fantasy, and gives a look at what will presumably sell an event to the masses (read: cisgendered hetero men). The average event flyer is full colored, about 6″ x 4 ” on average, bordered or highlighted by images of female bodies in various levels of sexy (or scant undress).
When was the last time you saw, er, Tyson Beckford or a bevy of half-dressed men advertising a party? Exactly. Even though, on average, the soca & other Caribbean parties I go to, seem to be predominated by women — usually. Men are there for sure, but young women frequently run the route. And while not all women care about whether men are on a flyer or not, some of them just might appreciate it. Meanwhile, said flyer images will be plucked from just about anywhere — so you end up with a picture of Stacey Dash advertising a soca party in Florida. Or a random photoshopped still of Vivica Fox with a vacant stare looking back at you.
Which is fine; women on flyers don’t deter women from parties and they shouldn’t, but it all points to gendered notions of event marketing and what’s acceptable and the norm, especially in West Indian themed events. And because it’s only fellas I know who seem to have connects who do flyers (always another fella) and the party promotion circuit seems to be overwhelming male around here — advertisement reflects this. The agouti look-back, the stereotypically pretty women armed with unrelenting come-hither eyes. In fact, the only men I ever see on Caribbean party flyers are ubiquitous dancing crews, local-famous types celebrating a birthday bash or some other seminal event, performers that are male or sound systems that are always all male. You’ll see a whole flyer teeming with men then.
“Wow. It’s Stacey Dash! Is that really her body?” I asked my friend, the party-thrower. I’ve only known Stacey Dash from “Clueless” (as if) in her box-braids and fabulous knee-highs and I have not really been keeping myself up to speed with her current manifestations. On this flyer, she looked over her shoulder back at you, bronze skin glowing, ass-cheeks like full breadfruits beneath an ivory colored bikini swimsuit, beckoning you to come the shorts pants and summer dresses party. And as it turns out, the event went well. Perhaps Stacey had a lot to do with it.
At every Caribbean restaurant and small grocery in the area, posters and flyers can be seen lining some of the windows and layered thick on the appropriate counters. All use the bodies of black and brown women to entice the masses to come rockaway and bruck out to reggae, dancehall, soca, chutney and calypso. And they really completely turn a blind eye to any notion of pandering to the tastes of straight women who might be looking for beefcake. The formula I’ve heard before is that fellas go parties for ladies — ladies will either come regardless, or not — so marketing to the men is key to get them to come.
Women in the West (especially in North America) are already inundated with a media market that is saturated with the female form to sell and push products or ideas. So, it’s not too surprising that other parts of the English speaking world follow the same models. The same or similar models of masculinity get disseminated far and wide too, which is why no straight man wants to see shirtless males advertising an event that he might be thinking of going to — even if it’s not on there for him, per se. Men on a flyer would disrupt the straight male, fantasizing gaze — and West Indian men, on average, wouldn’t like that. Women (straight or otherwise) are expected to filter through or past the images and extract info about the event but the images are not there to titillate them. Even though, conceivably, some lesbian or bi lady might be watching a flyer and thinking, “Waaays, Stacey Dash have more forms than a secondary school. Bram sounding nice — I up in dat!”
But really, male centered event promoters aren’t thinking about them in the slightest. Even though, clearly, the extent to which any Caribbean party is considered successful is based on whether both men and women show up and show out at your party. A ‘stones party’ is one of the worst things you can have — as a straight man promoter. Yet party advertising finds it all too easy to erase women attendees from the equation, with their primary focus on tantalizing and luring the men with visual bait, like carrots on a stick, hoping or knowing that women will invariably follow suit.