Tahir Garcia

Tahir Garcia is a Jamaican creative, marketing strategist, music executive, DJ, and cultural curator — with a creative practice dedicated to the authentic representation and global positioning of Jamaican culture.

While completing his MBA in the Netherlands, Tahir became increasingly aware of how Jamaican culture was being interpreted abroad and began working with artists to help strengthen their global positioning. This work ultimately contributed to his role as co-founder of the label Big Wave More Fire. Alongside his independent work as a music executive and DJ under the moniker G33zy, Tahir is part of Donavan’s Yard, a dancehall-focused collective known for championing the vibrancy and future-facing pulse of Jamaican nightlife and music culture.

His commercial foundation is just as sharp. Through his work at Epsilon — a global marketing and adtech firm within the Publicis Group — Tahir has built serious expertise in marketing strategy, sales, media analysis, and brand planning at scale. At Sweetsop Creative, he brings something that can’t be manufactured: genuine cultural fluency, earned audience insight, and the strategic range to translate Jamaican culture for global platforms without softening its source, its spirit, or its edge. He knows the culture. He knows the market. And he knows how to make sure each one supports the other.