Today we’d like to introduce you to Demonie “Squidell” Wilson.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
Demonie Wilson, also known as Squidell, hails from the vibrant and culturally rich region of St. Thomas, Jamaica. His trajectory in the music industry has been nothing short of extraordinary. Coming from a musical lineage, Demonie is the brother of international dancehall superstar Popcaan.
Demonie’s involvement in the music industry spans over a decade, reflecting his profound passion for the art. Initially serving as a road manager, accompanying Popcaan on tours, he gradually assumed a pivotal role, overseeing the day-to-day operations for Popcaan and his musical ensemble, Unruly Entertainment.
As Demonie’s expertise and influence expanded, he delved into artist management. In 2018, he founded his own management and booking agency, Apt 10 Entertainment Limited. Since then, Demonie has been steering the careers of dancehall luminaries such as Govana and Chi Ching Ching.
In 2023, Demonie marked a significant milestone in his career by joining Atlantic UK as an A&R. In this role, he shoulders the responsibility of overseeing the musical landscape of Jamaica and the Caribbean. His unwavering dedication and versatile contributions underscore his pivotal role in shaping the future of reggae and dancehall.
Also in 2023, Demonie made a remarkable move by publishing his first book on May 28th, titled Essential Notes – A Glimpse into the Reality of the Music Industry. All physical copies sold out in Jamaica within a day of release, and the book debuted at #10 in Music Business Books and #33 in Music Reference Books on Amazon.
By September 2023, Essential Notes had broken down barriers, garnering the attention of not only Jamaican music industry luminaries but also tertiary institutions. It was added to the curriculum at the most prestigious university in the Caribbean, the UWI Mona Campus. Beyond Jamaica and the Caribbean, Essential Notes was also added to the reading list at the University of Westminster in England.
The success of Essential Notes didn’t stop there. In March 2026, Demonie added another layer to the book by turning it into a seminar. The three-hour seminar, which took place at UWI Mona Campus, built on the insights from the book and featured a panel discussion with industry professionals, as well as a Q&A session that provided students and other attendees the opportunity to network with practitioners.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
I never see a situation or circumstance as a struggle or problem. It’s simply part of the journey. I welcome every hurdle, knowing I’ll walk away with something new after every battle.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I specialize in the music industry, and even the book I wrote focuses on the music business.
To be honest, I can’t say exactly what sets me apart from others, not because I lack direction, but because I’ve never tried to be different. I simply follow my passion and my ambition to be more than an artist manager, and if that ends up setting me apart, then so be it. It’s not something I dwell on.
What I’m most proud of isn’t one specific achievement. I try to give myself credit for everything I’m able to accomplish. But if there’s one thing that still feels unreal to me, it’s the fact that my book was added to a curriculum. That one I still haven’t fully recovered from.
What sort of changes are you expecting over the next 5-10 years?
A lot of significant shifts are happening at the moment, particularly when it comes to AI. There is a great deal of uncertainty surrounding where creativity stands and how much people will continue to value creatives. But what I will say is this: whatever happens, we will find a way to make the best of the situation. There have always been challenging times. Some have rattled us, yes, but we have always found ways to prevail.
Pricing:
- https://www.amazon.co.uk/Essential-Notes-Glimpse-Reality-Industry/dp/1399981196
Contact Info:
- Instagram: https://www.instagram.com/Squidell_Apt10
- LinkedIn: https://linktr.ee/Squidell_Apt10
- Other: https://www.amazon.co.uk/Essential-Notes-Glimpse-Reality-Industry/dp/1399981196
