Award-winning Dominican artiste, songwriter and lead singer of Signal Band, Sheldon “Shelly” Alfred has successfully concluded his first official promotional visit to Grenada, using the opportunity to build relationships with the island’s media, immerse himself in its vibrant culture and strengthen his growing presence in the Caribbean music industry ahead of his return for Spice Mas 2026.
At the centre of the tour (from June 26th to 30th) was the promotion of his single “I Deserve This,” a collaboration with Xpert Productions on the Ride Out Riddim- a project featuring Grenadian acts Mystyk, Slatta, Terra D Governor, and Tris. Throughout his media tour, Shelly shared the inspiration behind the song and his broader artistic philosophy.
“I’ve been curious about Grenada. I love the culture, I love the music,” Shelly said. “Although I’ve toured the Caribbean with Signal Band, I had never experienced Grenada. This collaboration was the perfect opportunity to visit the island, connect with the people and understand the culture firsthand.”
During the tour, Shelly appeared on the popular morning television programme “G’Morning Grenada” on Grenada Broadcasting Network with host Gordon “Innocent” Joseph. He engaged with top media personalities on WEE 93.9FM, Power 95.1FM, MIX 96.9FM, Star 101.1FM and Boss104.1FM.
Across each interview, Shelly spoke candidly about what inspires his music, his decision to pursue music professionally, and the importance of writing lyrics that are both entertaining and meaningful.
“I Deserve This” celebrates a familiar Caribbean reality.
“As Caribbean people, we work extremely hard, but when it’s finally time to enjoy ourselves, we often question whether we deserve it or can afford it,” Shelly explained. “This song is simply encouraging people to go ahead and treat themselves. You work hard for it—you deserve it.”
His bold approach to the promotion of his work resonated with interviewers, particularly Cherise “Reciie” Bishop host of “Midday Drive” on MIX FM.
“Shelly stepped into Grenada and moved like he belonged here. Humble, grounded, and easy to connect with, his energy matched ours.” Bishop remarked.
Michael Hutchinson, who interviewed Shelly on WEE FM’s “The Beat” called Shelly “inspiring, purpose-driven, humble, and level-headed.”
“I genuinely enjoy his music, it is catchy, meaningful, and exceptionally well-composed,” he added.
Beyond the interviews, Shelly embraced the authentic Grenadian experience curated for him by Juwanna “MsJouvert” Ellis. He sampled the island’s famed oil down and other local delicacies, visited neighbourhood rum shops, enjoyed a Sunday boat party, a village Jab launch and signature events by artists Lil Kerry and Bubbah473.
For Shelly, the visit marks the beginning of a larger mission.
“Grenada is the start of my deep immersion into Caribbean culture,” he said. “My goal is to spread Bouyon throughout the region and once we dominate here then it’s world domination.”
He hopes his journey will encourage fellow Dominican and Caribbean artistes to think beyond geographical boundaries.
“I want artists from Dominica and across the region to know that we can break down walls. We can reach anywhere in the world if we’re intentional about our craft.”
Already he has started a cultural exchange of sorts as Dominican fans have expressed interest in visiting Grenada after tuning in to his interviews.
A three-peat National Junior Calypso Monarch, Shelly has made a name for himself as the lead singer of Signal Band- a group of youthful, innovative musicians putting their unique and modern spin on Bouyon, the indigenous sound of Dominica. The band has released a catalogue of celebrated albums including Signature, Controversy and The Electric Room, along with hit singles such as “On My Way (Side Life)” (2024), “I’ll Be There for You,” (2024) “Bye to de Old Me,” (2025) and “Where Did You Come From?” (2026). The Bouyon Road March-winning anthem “RAGS” (2025)– a collaboration between Shelly, Dominica’s Trilla-G and Skinny Fabulous has topped the million-view mark and signals the growth of Bouyon music in the Caribbean space.
Shelly and Signal Band have performed at premier regional events including the CARIFESTA XIV in Trinidad, World Creole Music Festival, Jazz ‘n Creole in Dominica, Saint Lucia Jazz & Arts Festival, St. Kitts Music Festival, Caribbean Flag Fest in St. Maarten, One Nation Caribbean Music Fest in Antigua and Karukera One Love Fest in Guadeloupe (and Paris).
Outside of music, Shelly holds a Master’s degree in Architecture from the Harvard Graduate School of Design. He expects to return to Grenada in August for Spice Mas 2026, where he will continue promoting “I Deserve This” while further strengthening ties with Grenadian audiences.
By Ayeola George, OnTarget Communications
