Ciara, Co-Founder of Ten to One Rum, Goes Center Stage at Trinidad Carnival, Powered by Pronghorn
Grammy-winning superstar Ciara joined the world’s most electrifying celebration, immersing herself in the heart of Trinidad Carnival in a cultural experience powered by Pronghorn and Ten To One Rum.
Her presence at the historic festival — a centuries-old beacon of Caribbean culture and global creativity — not only highlighted her love for the region but elevated Carnival to a global stage, blending music, heritage, and diverse entrepreneurship into a singular moment of cultural pride.
Draped in a custom teal, gold, cream and green costume created by Trinidadian designer Rhion Romany, Ciara crossed the stage with SPIRIT Mas Band, dancing alongside thousands of masqueraders and revelers who flock to Trinidad each year for Carnival’s unmatched energy and artistry.
Ciara’s journey with Ten To One Rum
Ciara’s journey with Ten To One Rum began when mutual connections introduced her to the brand’s founder, Marc Farrell. Farrell, originally from Trinidad, launched Ten To One in 2019 with the vision of reshaping the way people experience rum—moving beyond outdated stereotypes and emphasizing its craftsmanship and versatility. When Ciara first tried the rum, she was immediately impressed by its smooth, refined taste and the rich cultural story behind the brand. More than just a fan, she saw an opportunity to be part of something meaningful, aligning with her own passion for innovation and breaking barriers.
In October 2021, Ciara officially joined Ten To One as an investor, co-owner, and collaborator. Working closely with Farrell, she has played a key role in shaping the brand’s creative direction, marketing, and strategic expansion. Her influence has helped introduce Ten To One to a broader audience, particularly younger consumers eager for premium, high-quality spirits with a story to tell. Through her involvement, Ciara continues to bring fresh energy to the rum industry, proving that Ten To One is more than just a brand—it’s a movement redefining how people enjoy and appreciate rum.
From the paint-splattered streets to the grand parade’s vibrant spectacle, she celebrated shoulder-to-shoulder with locals and visitors alike — raising a glass of Ten To One Rum in tribute to the culture and creativity that define the festival.
“There is nothing like the energy of Trinidad Carnival –
it’s pure magic.
From the music to the people to the history behind it all, this celebration is a powerful expression of culture and joy,”
Ciara
Grammy Award-Winning Music Artist
Co-Founder of Ten To One Rum
“Being here, dancing in the streets, and raising a glass with Ten To One and Pronghorn, I feel the heartbeat of the Caribbean in every moment. It’s an honor to experience and celebrate this incredible tradition.”
A Global Icon at the Heart of a Cultural Institution
Trinidad Carnival is more than a party — it is a cultural phenomenon rooted in freedom, expression and resistance.
With a history stretching more than 200 years, Carnival has grown into a global attraction that welcomes over 100,000 visitors annually and draws millions more who follow the celebration from around the world.
- More than 80 bands participate, each showcasing dazzling costumes and live music.
- Global viewership and livestreams amplify the festivities, introducing new audiences to the energy and artistry of Caribbean culture.
This year, Ciara’s arrival signaled a new chapter — where global icons not only witness Carnival but actively participate, helping to ensure the culture is preserved, respected and amplified.
Pronghorn and Ten To One Rum: Uniting Culture, Commerce and Celebration
Ciara’s Carnival debut was made possible by Pronghorn, the leading incubator dedicated to accelerating diversity within the spirits industry, and Ten To One Rum, the award-winning Caribbean rum brand redefining rum culture on the world stage.
Together, they brought Ciara to Trinidad not simply to attend, but to fully embrace the culture — reinforcing their shared commitment to uplifting diverse entrepreneurship and promoting authentic Caribbean stories.
“Ten To One was founded to celebrate the true depth and diversity of Caribbean culture,” said Marc Farrell, Founder and CEO of Ten To One Rum.
“To see Ciara dancing with our people, honoring our heritage, and raising a glass of Ten to One Rum at the heart of Carnival — it’s a powerful reminder of the global reach of Caribbean culture and the responsibility we have to share it authentically.”
Ciara’s Trinidad Carnival Experience: A Moment of Cultural Pride and Global Connection
As Ciara danced through the streets of Port of Spain, it became clear this was more than a celebrity visit — it was a celebration of culture, identity, and connection. It was a reminder that Trinidad Carnival, born of resistance and rooted in creativity, has always been a global story — now with Ciara helping to write its next chapter.
About Ten To One Rum
Founded by proud Trinidadian Marc Farrell, Ten To One offers a range of premium and award-winning rums that unlock a contemporary view of the Caribbean and seek to reinvigorate the way people taste, experience and talk about rum. The current portfolio blends rums from Jamaica, Trinidad & Tobago, Guyana, the Dominican Republic and Barbados, and features three core expressions: an extra-proof white rum, an aged dark rum, and Five Origin Select, a versatile and complex sipping spirit.
About Pronghorn
Pronghorn is a standalone business focused on creating a template for effectively diversifying any industry. Starting with the spirits industry, Pronghorn is laying the groundwork to develop a scalable methodology that can be applied to other industries and communities in the future.
By leveraging capital investment, incubation, and recruitment initiatives, Pronghorn is actively building this template by accelerating access to the spirits industry for underrepresented businesses and individuals. Co-founded by industry veterans Dia Simms, Erin J. Hall, and Dan Sanborn, Pronghorn embodies the endurance and speed of its namesake, the fastest land mammal in North America. Pronghorn believes that creating meaningful, lasting change is a marathon, not a sprint.
