Jamaican-born artiste, manager Kereena Beckford earns MSc in Entertainment Business

Kereena Beckford – a Jamaican-born artiste, manager, entrepreneur and event organizer, best known for managing the career of reggae-dancehall artiste Alkaline – has earned a Master of Science in Entertainment Business.

Jamaican Rickardo W. Shuzzr, of Shuzzr PR, an entertainment promotion company, told Caribbean Life on Monday that Beckford, who is also known for organizing the successful New Rules Festival, “continues to expand her expertise in the entertainment industry with this latest academic accomplishment.”

Shuzzr said Beckford, who has over a decade of experience in the entertainment industry,  graduated from Full Sail University in Winter Park, Fl., having previously earned a Bachelor of Science from the LA Film School in 2023.

“Beckford’s dedication to lifelong learning and professional development is evident,” he said. “Her master’s degree, with a specialty in sports management, equips her with cutting-edge knowledge to further influence the global entertainment and sports sectors.”

Beckford – who founded Xclusive Management and New Era Production and is the driving force behind the New Rules Festival – said she believes in “the power of education—not only the practical aspects of entertainment but also the theoretical understanding that drives the industry forward.

“Reggae and dancehall music thrive in a global industry, and, to compete at that level, you need to understand the science behind the business,” she said. “I aim to keep pushing boundaries and taking the industry to new heights.”

Full Sail University, a prestigious institution founded in 1979, has been recognized as an “Apple Distinguished School” from 2022 to 2025 and named one of Billboard Magazine’s “Top Music Business Schools” in 2022 and 2023.

“This reinforces the credibility and innovation of the institution from which Beckford earned her degree,” Shuzzr said.

Beckford was also recently inducted into the 2024-2025 Recording Academy GRAMMY U mentorship program. GRAMMY U provides opportunities for emerging music industry professionals and creatives through events, networking opportunities and more.

Shuzzr said that, under Beckford’s management, “Alkaline has achieved historic chart success, with multiple albums reaching top spots on the Billboard Reggae Chart.

“Beckford’s signature event, New Rules Festival, continues to evolve into one of the most talked-about events in the entertainment industry, setting a new standard for event production and fan engagement,” he said.

“These latest accomplishment highlights Kereena Beckford’s commitment to professional excellence,” Shuzzr added. “It underscores her role as one of the leading forces shaping the future of reggae, dancehall and the broader entertainment business on a global scale.

“Beckford continues to break new ground through her leadership and vision,” he continued.