Music sponsored by
Frederick Morton of Tempo
July 24, 2007

TEMPO
Frederick Morton Jr.

By: kaya.lah
From Our Jul -Aug 2007 Issue

Tempo has established itself as the new portal into Caribbean culture since its launch in 2005. Through the medium of television, Tempo is putting forth not just quality entertainment, but also social activism with the social initiative called ‘One Love. The first gear to turn was HIV/AIDS Awareness; which illustrates the importance of education, testing, and prevention. This message is being taken to another level with the premiering the Tempo’s new program called ‘Choices.’ The next gear that has started to turn in the ‘One Love ’ initiative is called ‘Badness Out of Style.’ CORE discusses with the voice of Tempo; Senior Vice President and General Manager Frederick A. Morton Jr. the purpose and goal of this new campaign and other parts of the ‘One Love’ initiative. ‘Badness Out of Style’ was the theme behind the huge event in Rock City, St. Thomas called ‘Rock De Tempo’ on June 9 2007, pictures of attendees are shown on the next page.

CORE: Obviously violence is a global epidemic, and its prevalence in the Caribbean is an important issue; what was is spark to the ‘Badness Out of Style’ campaign?

FM: The rise of violence is affecting all our various industries and our very way of life. That gift of focus came to me at our first anniversary event in Trinidad, when we had a terrific event but it was marred by some fist-fights in and around the venue. I took it as a gift from God, saying that I needed to focus on this issue. Folks at the end of the day just wanting a better life, no one really wants to be a ‘bad-man,’ so our message is that disagreements can be resolved in nonviolent ways.

CORE: As your concentration for this message moves up the chain of the Caribbean from Trinidad and Tobago, how do intend to market ‘Badness Out of Style’ island by island?

FM: I want to keep the focus on using the immediate artists and cultural icons from each island. Artists are terrific when they subscribe to the message, so far every artist understands what I am trying to do and wants to be involved. Every island has its own particular problem, so we refine the campaign as we go from place to place. There are also common threads that we still have to deal with as well, such as lack of opportunity and even more important, lack of inspiration.

CORE: The scope of the ‘One Love’ initiative is far reaching just on the issues you have mentioned, but there are two other aspects. Can you elaborate?

FM: These are all major issues, and we want to make sure we each one their due attention. We have touched on the other two, which are the ‘Creative Arts Education’ and ‘Disaster Relief’ campaigns, but we have not gotten into them too deep. I believe in music education in the schools very strongly. We are in nature a musical people and I believe it a necessary component of education. There have been many studies showing the relationship of music education and academic achievement. I truly believe that every student in the Caribbean should learn the steel pan as basic requirement. It is the only acoustic instrument to be developed in the last century and in our own region; we should really appreciate the fact. This is why we profiled the Rising Stars Steel Orchestra; it is a functioning example of both the ‘Badness Out of Style’ and ‘Creative Arts Education’ campaigns. The Rising Stars takes at-risk kids and provides them with musical education of their own cultural relevance and focuses on providing discipline and motivational messages.

The ‘Disaster Relief’ campaign, of course for our region is mostly concerned with hurricane preparedness and relief. We intend to assist in getting service messages out there once the hurricane hits and create a missionary where we actually raise funds to help in the relief effort in the affected areas. All the efforts we hope to be in conjunction with the local governments.

CORE: In that same frame of mind, are there any plans for the syndication of Tempo making it more island specific?

FM: All of that will come, though we have accomplished a significant amount, we are only a year and a half old. We like to say ‘Tempo Forever,’ and in that forever alot will happen. Yes, I think syndication is a natural evolution of the channel where we are able to focus on each particular island as well as from a diaspora point of view. It is one step at a time, we have to build a foundation for longevity and make strategic decisions to insure Tempo is around to see the impact we want to accomplish. To try to do everything at once you spread yourself to thin.

CORE: Is there any messages you want to send to your hometown before we are finished?

FM: You done know, it’s strictly VI massive. Tempo is of the VI because I was born in the VI. Born and raised on Hill Street, Christiansted, St. Croix and the Virgin Islands obviously has a special place in my heart. The love and support that I get from home is extraordinary, and it’s through that love that I am able to do what I am doing. So I am very, very thankful U.S.V.I., for everything.

I am a 'Son of the Soil'

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