From Grenada to the Global Stage: Yvette Noel-Schure’s Journey to Shaping the Narratives of Legendary Entertainers

Yvette Noel-Schure, Executive VP and Co-Founder of Schure Media Group, is a force in the music industry, having shaped the careers of some of the world’s most iconic artists.

Prior, she spent 17 years as Senior VP of Media at Columbia Records/Sony Music, Yvette played a pivotal role in the success of stars like Destiny’s Child, Mariah Carey, John Legend, Adele, and Beyoncé. In 2004, she collaborated with Prince on his Musicology album, marking a career highlight.

Today, she is the co-founder Schure Media Group in partnership with her husband and represents an impressive roster of icons including Beyoncé, Tina Knowles Lawson, Kelly Rowland, Buju Banton, and Chloe x Halle. Her expertise earned her recognition as one of Billboard Magazine’s “Six Topline Publicists” in 2016, a bittersweet year marked by Prince’s passing and the release of Beyoncé’s groundbreaking Lemonade.

My company Cultured Life invited Yvette to Saint Lucia to present at our Brand Your Leadership™ workshop for Senior leaders and founders where I got to experience her wealth of wisdom and high performance in real time.

A proud Grenadian, Yvette is a tourism ambassador for her island and actively gives back through initiatives like BeyGOOD and scholarships for students in Grenada. A graduate of the City College of New York, she holds honorary degrees from St. Peter’s University and Berklee College of Music, where she also lectures.

Hanna: You’re known as the woman shaping the media image of some of the world’s most iconic entertainers of our generation and a proud Grenadian. What was it like for young Yvette when you moved from Grenada to Brooklyn as a teenager?

Yvette: Like every other immigrant, it was overwhelming—everything from the temperature change to the culture shock. Moving from a small island with fewer than 90,000 people to a city where a single subway platform felt like it held that many was a dramatic shift.

The biggest adjustment wasn’t just the crowds but the impersonal nature of city life. Grenadians are hardworking but always take the time to greet and care about one another. In Brooklyn, I remember people passing me by without a word, looking me in the eye but saying nothing. It was so different.

I spent my first three years in New York crying, longing to return home to my grandparents. Even though I was reunited with my parents and older siblings, it didn’t feel like home. To this day, Grenada remains my place of peace.

Hanna: How did this transition shape your perspective on embracing change?

Yvette: At some point, you realize you have to sink or swim, and I decided to swim. I was certain my family had my best interests at heart, so I resolved to make the most of where I was.

This experience embedded a deep sense of curiosity and adventure in me. It taught me not to fear new things but to embrace them. Looking back, I see it as a gift, though it didn’t feel that way then. That period gave me bravery, a quality that has served me well throughout my life and career.

I’ve traveled to 65 countries and aim to visit 100. That spirit of exploration and openness came from the early challenges of adapting to a new culture.

Hanna: Your career is remarkable, representing icons like Mariah Carey, Destiny's Child, Beyoncé, and others. How did your journey in the music industry begin?

Yvette: I started as a journalist, writing and editing for a teen music magazine. During my time there, I reviewed Mariah Carey’s Music Box album, which led to a pivotal call to Columbia Records and representing Mariah Carey. Larry Jenkins, head of the media department, recognized something in me that I hadn’t seen myself.

He encouraged me to consider a role as a publicist. I quickly said no, I was, I had no interest. I had taken PR classes in college and didn’t envy publicists at all. But Larry’s belief in me, along with my sister Yvonne’s encouragement, changed my perspective.

I eventually accepted the role, and it turned out to be a perfect fit. My love of narratives, communication, and connecting with people became the foundation of my career.

Hanna: You always had a love for writing.

Yvette: My grandfather had a shop in Grenada, and we sold everything; matches, codfish, notebooks, you name it. I would grab a red pen from the shelf, my ‘ammunition,’ and read every newspaper before delivering them. If I found a mistake, I’d fix it on every copy. Customers would tell my grandfather their papers had red marks, and I don’t know if they were praising me or complaining, but he saw something in me.

In church, I loved reading scripture aloud. The acoustics were beautiful, and I would secretly pray the scheduled reader got stage fright so I could take over. Those moments gave me confidence and solidified my love for words. They shaped the storyteller I am today.

Hanna: You’re known not only as a publicist but also as a caregiver for the artists you represent. How has this approach shaped your career?

Yvette: I didn't want the job to change me. I didn't feel the need to get hard, or rude, or rough. Love has saved me all my life.

Love has always been my guiding principle. Growing up surrounded by a loving family and a tight-knit community in Grenada taught me the value of care and connection.

When I work with artists, I see my role as a protector of their stories. I don’t believe they have to share everything with the world. My job is to help them decide which parts of their narrative they want to communicate and to ensure those parts are authentic and meaningful.

Artists are a bastion of freedom, expressing truths that resonate deeply with people. I see my role as one of support, not control. I strategize alongside them, offering realistic advice while championing their visions.

Hanna: You recently wrote the foreword for a book encouraging young people to pursue creative careers. What inspired you to take part in this project?

Yvette: I believe the seeds of our future careers are planted in childhood. Whether it’s a love of storytelling, like mine, or a passion for art, music, or dance, those early interests shape who we become.

I was recently in Jamaica for the book launch, and I was struck by how the schools there celebrate local heroes, weaving them into the curriculum. Seeing walls adorned with figures like Marcus Garvey reminded me of the importance of representation. It’s a powerful way to instill pride and possibility in young people.

Hanna: In today’s world, where public figures are heavily scrutinized, how do you navigate allowing artists to express themselves while managing public perception?

Yvette: My role isn’t to give artists space; it’s to support the space they choose to take. I’m here to amplify their voices, not to direct them.

Artists have a unique ability to dream big and push boundaries. As their publicist, I ensure they have the tools and strategies to share their narratives authentically and powerfully.

I’ve learned that love, respect, and authenticity are the keys to building lasting relationships; both in life and in business. My Grenadian roots taught me that, and it’s a legacy I carry with me every day.

Hanna: How do you navigate that dynamic in today’s increasingly critical and scrutinizing world?

Yvette: We stick to our truth; always. This is the art, this is the vision, and it doesn’t require over-explanation. Good work speaks for itself.

I’ve been fortunate to work with incredible artists like all three members of Destiny’s Child, Chloe and Halle, and others. Each brings something unique to the table, and my role is to ensure the world sees their authenticity and heart.

That trust is a two-way street. While I’m not afraid to offer honest feedback when necessary, I always listen deeply to their vision and do my best to help bring it to life creatively. It’s a collaboration, not control.

Yes, the world has become more critical, but I operate from a space of positivity and empathy. While I’m an empath at heart, I’m also tough enough to push back when needed.

Hanna: For aspiring creatives—especially those from the Caribbean or feeling like their opportunities are limited; what advice would you offer?

Yvette: Keep going. It sounds simple, but it’s the most important thing.

This week, for example, we saw something groundbreaking: Machel Montano, an icon of Trinidad and Tobago, performed the first SOCA acoustic set on NPR’s Tiny Desk. He’s been performing since he was a child. He’s now around 50, and still achieving firsts.

Think about what this means for Caribbean musicians worldwide. It’s proof that anything is possible. Representation like this inspires others to take those extra steps toward their dreams.

That said, success doesn’t always mean global fame. Sometimes, being a big fish in a small pond is just as meaningful. The Caribbean, South America, and Africa are rich cultural spaces where incredible art and music thrive. The world isn’t just America, Europe, or Asia; it’s all of us. Success is about defining greatness on your own terms.

Hanna: With such a demanding career and family responsibilities, how have you managed to balance it all?

Yvette: I feel incredibly blessed. I met my husband when I was 17, and we’ve built a life centered on love, partnership, and shared responsibilities. We’ve never adhered to traditional roles—whoever gets to the kitchen first cooks, and whoever’s near the laundry does it. It’s about teamwork.

Our family is the foundation of everything. My parents, grandparents, and extended family instilled a deep sense of community in me, and that support has been invaluable. I’ve been fortunate to have family members, like my aunts and cousins, help care for my children.

It hasn’t been perfect. Raising three kids comes with its challenges but the love and balance we’ve created have sustained me through it all.

Hanna: What is your favorite mantra or guiding principle?

Yvette: My mantra is built on three Ps: passion, patience, and persistence. They’ve guided me through every phase of my life and career.

More recently, I’ve embraced another mantra I learned from my tennis coach in Grenada: I can, I will, it is done. It’s simple but powerful, and I often share it with young people to inspire them to believe in themselves and their abilities.

Hanna: You love the Caribbean, but you also spoke about falling in love with New Zealand. Where do you see yourself retiring?

Yvette: I’ve always thought of Grenada as home, but when I visited New Zealand, I felt something extraordinary. It was as if the ancestors themselves wrapped me in their protective arms.

If I could, I’d love to split my time between New Zealand and Johannesburg. Both places feel deeply connected to my soul, and spending my retirement there would be a dream come true.