Grenadian trailblazer for ‘Schure’

From left, John Legend, Yvette Noel-Schure and Chrisy Teigen.

A Hollywood spotlight will focus on Grenadian Yvette Noel-Schure on June 19 when she receives Caribbean Heritage Organization’s Trailblazer Award.

Named to receive the prestigious award, the music industry specialist is among six distinguished honorees to be cited for excellence and superlative contribution in as many areas of career fields.

That she will be celebrated in Caribbean-American Heritage Month and Black Music Month honors the Birch Grove-born native who is named for persevering and dedicated duty in the music industry.

Her journey from Grenada, led her to City University of New York’s City College where she graduated with a Bachelor of Arts degree in journalism.

After that, she quickly honed her skills as a reporter working for Gannett News Service where she was tasked with covering a wide variety of stories.

That foray ended when she was tagged in 1985 for an editor’s position at the popular teen Black Beat Magazine.

In her position, the editor-in-chief was responsible for delivering the latest entertainment news breaking with young stars.

Akin to the TMZ of this era, Black Beat and Noel-Schure was able to keep teenagers informed on virtually every aspect of their adolescence. Often her reports also introduced new talent signed to major record label deals.

It was there that she bonded with and nurtured relationships with the likes of LL Cool J, Will Smith, Whitney Houston, New Kids on the Block, Boyz II Men, New Edition, Tupac Shakur, Patti LaBelle and other Black entertainment talents.

Her insightful production displays, unique style of writing, diversity in reporting and alluring personality did not go unnoticed and eight years later she made a major leap from objective journalism to personally declaring approval of specific products as a publicist.

Named director of media at Columbia Records, Noel-Schure was handed her very first project.

“I remember taking a deep breath and …praying,” Noel-Schure said.

Her first task was to execute a publicity plan for her boss’ — Tommy Mottola — new bride, Mariah Carey.

That the singer was also the label’s young and promising signee from Long Island posed more than a few challenges for the former journalist.

Needless to say, that successful first endeavor quickly led to campaigns for Jessica Simpson, Tony Rebel, Diana King, Super Cat, Tremaine Hawkins, John Legend, Kenny Lattimore, Destinys Child, Will Smith, Wyclef Jean, Bow Wow and Beyonce.

By 1997 she was upped to the position of senior director and not long after, vice president working for an even expanded roster which also included Johnny Mathis, Nancy Wilson, Prince and long-time signees to the label.

Fully loaded with expertise from virtually every genre, Noel-Schure left the corporate structure in 2010 to establish an independent franchise devoted to publicity and event planning. She named it Schure Media Group and as a symbol, used the Spice Island’s nutmeg as her identifying logo.

Her first major triumph was inking her first client signing the global superstar Beyoncé.

“Yvette Noel-Schure is a seasoned and respected industry veteran, and one of the top creative executives in the music PR business,” Mathew Knowles, Beyonce’s father, former manager, and World Entertainment president and CEO said.

“Her passion for the artists she works with and her business acumen without question, will lead to the success of her new venture.”

Today Schure Media Group creates and executes press campaigns for Beyoncé, including the launch of the unprecedented self-titled visual album two years ago. The firm also toiled to launch the latest release from the iconic international legend Prince and his band 3RDEYEGIRL.

Other signed to Noel-Schure’s firm includes: Broadway star and former Destiny’s Child member, Michelle Williams, fashion designer Tina Knowles, Sky Blu of LMFAO, singer/songwriter, Amel Larrieux, rapper Lecrae and burgeoning teen star, Zach Matari.

“I am deeply honored and grateful to accept this distinguished and coveted award,” Noel-Schure said, “and that Ellen and my Grenadian community will be there to guide me through this memorable event will make it even more indelible. Many, many thanks.”

Commissioner Ellen Bishop Spielman (sister of Maurice Bishop) of the Grenada Film Commission will attend the gala awards celebration.

Other honorees include: actress Dawn Lewis (Heritage Award – Guyana), Talitha Watkins (Corporate Leadership Award – Jamaica) Egbert Perry (Visionary Award – Antigua) Caiphus Moore (Excellence in Visual Arts – Trinidad & Tobago) Dr. Henri R. Ford (Humanitarian Award – Haiti)

The California honors will likely attract some of the elite personalities in the entertainment industry and particularly those of Caribbean American heritage living on the west coast.

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