The Hardest Part About Picking A Show To Watch (Comics)
Is Reggae Dead Pt2
1. 22 March 3 - 9, 2008
LEADING FIGURES IN THE REGGAE INDUSTRY SHARE THEIR VIEWS ON
THE CURRENT STATE OF THE GENRE AND WHAT ITS FUTURE MAY
HOLD, DAVINA MORRIS REPORTS COVER STORY
YOURVIEWS@GVMEDIA.CO.UK
Is it time for a reggae revival?
such a way, that US artists like potential to enjoy international “The perception from concert have now practically cornered
GROWING LISTENERSHIP:
Fat Joe, Usher and Lil Jon were stardom? 1Xtra’s Robbo Ranx promoters, non-reggae record the reggae market, following
Robbo Ranx
showcasing Jamaican dances in thinks that it’s the record labels labels, media supporters, spon- their takeover of Greensleeves),
their videos. that have a lot to answer for. sors, and other key sections of Barber said:
One artist well-known for “I think record labels have the music business is that reg- “Unless we educate ourselves
spearheading the party element become blinkered and think gae artists are not reliable. on what is going on in the
of the genre is Elephant Man. they can sell audiences any Unfortunately, this perception overall music industry, reggae
Could his forthcoming album rubbish. They put compilation is partially justified by artists as a genre will not survive. We
be what the genre is in need of? albums together with no regard who do not show up at concerts need to start putting together
“The happy music is what for real quality. And there’s no for example.” well-built albums and stop
people are missing,” says Ele. “I drive to make real stars out of compiling artist albums as if
think the dancehall has become these artists. People might hear they were riddim albums.
“Unless we
too serious and I think people Tarrus Riley’s tunes on the People are still thirsty for the
wanna dance again and have radio and even buy his album. music, but the only albums
e d u c a t e o u r-
fun. We need to take it back to But how can people get to they will buy are well put
selves on the
the happy side, because when- know more about him? He has- together albums. That’s why
STRONG VIEWS:
ever dancehall is happy, that’s n’t done any international people like Amy Winehouse sell
Daddy Ernie
overall music
when our music goes places.” promo tours, there was no push records; because her album is
“There was a time when if on his video, young people fresh, well put together and just
scene, VETERAN: David
you watched MTV or BET, can’t get posters of him– that’s overall brilliant!”
DANCEHALL MASTER: Chris Rodigan
you’d be able to see how our no good!” Long-serving reggae journal-
reggae as a
Goldfinger
culture was taking off interna- “When Beyoncé releases an ist John Masouri shares similar
tionally. People loved that party album, you know she’s releas- thoughts:
genre will
mood. Clubs were banging, ing an album. But if you wanna “Reggae has always suffered
not survive”
liquor was selling, selectors buy a reggae album, a lot of the from inadequate exposure, and
were enjoying themselves– it time, you don’t know where to as long as it’s unable to match
was a great time. That’s what find it, you sometimes don’t the success enjoyed by compa-
we need again. If we make the even know whether or not it’s rable genres like R’n’B and hip-
dancehall get too shady, it’s not out, then when you find it, you “Some Jamaican artists need hop, it’ll never attract skilled
gonna last. We can’t take any don’t know whether it’s old or to get better organized and professionals capable of taking
more negative press. We need new; if it’s a compilation think about their long-term the music forwards.”
to have fun.” album, you might have two career. Morgan Heritage is a “Despite its common roots
good tunes and the rest of it is good example of what artists with reggae, hip-hop has
rubbish… There are so many need to do. They tour relent- grown into a multi-billion dol-
“I don’t aspects of the industry that lessly all year long but they are lar industry that’s given rise to
need to step up. The artists also one of the few reggae bands a succession of artists, produc-
think we need to think globally and not that can tour territories like ers, actors, and even filmmak-
Continued from page 19 just consign themselves to Brazil and Australia, where few ers of international repute.
should have being stars in their home reggae bands can go. Working People involved with reggae
The negative associations towns. My listenership has con- that way pays off in the long need to look at how all of this
to bow to the
with dancehall have certainly tinued to go up so there defi- run and helps the genre as a was achieved, and learn from
impacted on reggae promoters nitely is a demand for the whole.” their counterparts in these other producers like Don Corleone
mainstream”
like Bagga John. The respected music. It’s the industry– both One person who may be able genres.” and Stephen McGregor are just
promoter who has organised artists and labels– who need to to whip up a greater sense of a few of the names that were
TALENT
reggae concerts for over 20 step up their game.” professionalism within the called as ‘ones to watch’ this
years, says that he has defi- Indeed, the saying that ‘all Radio One’s Chris Goldfinger genre is Cristy Barber, who One thing that all agree on is year and beyond. So while the
nitely seen a change in the press is good press’ hasn’t been mirrors these sentiments. recently returned to VP that there is no lack of talent industry has its challenges, the
industry. true for reggae. But with many “Lack of promotion has a lot Records, after seven years of coming from the genre. Artists music is still thriving.
“I have experienced a decline non-reggae artists being sur- to do with he fact that dance- working with the Marleys at like Collie Buddz, Pressure, “There is most definitely
in both shows and audiences,” rounded by negative media and hall isn’t enjoying mainstream their label Tuff Gong. Now the Tarrus Riley, Cherine Anderson, hope for the future,” says David
he says. “From the audience’s still enjoying success, Choice success. Us DJ’s playing the Vice President of Marketing Busy Signal, Etana, Duane Rodigan. “It’s not over. It’s
perspective, I think there is FM’s Daddy Ernie feels that the songs on the radio is good, but and Promotions at VP (who Stephenson and Demarco and never going to be over.”
sometimes a concern that the mainstream should be more people aren’t getting to see
artist won’t turn up. I think open-minded to embracing these artists because very rarely
there is also a fear amongst reggae acts, just as they do do you see dancehall videos
some, that the shows will bring other artists. playing on music channels.
trouble.” Tarrus Riley had a massive hit
REBELLIOUS
“There tends to be a lot of with She’s Royal but nobody
negative propaganda associ- “I don’t think we should have has seen the video. I recently
ated with reggae and that’s to bow to the mainstream, he did the show DJ Takeover for
done the music a lot of harm. says. “Reggae music is the peo- MTV, but every time I talked
The homophobia debate caused ple’s music– it’s a rebellious about an artist there was no
a lot of damage, because when- music. Consequently, the main- video to show! Most of these
ever pressure groups come out stream can’t control it and songs do have good quality
to protest against a show, they that’s why they’d rather paint it videos to accompany them, but
FUTURE STARS? (Clockwise
make it very difficult for shows with a negative brush. People they’re not being shown on
from top) Tarrus Riley,
to go ahead. If we could elimi- are quick to pounce on reggae music channels and so people
Pressure, Stephen
nate the negative perception artists whose lyrics aren’t nec- aren’t getting to see them.”
McGregor and Cherine
that is associated with the essarily ‘positive’ but these
REPUTATION Anderson
genre, we might be able to artists are only sharing their
enjoy more success.” reality. Black artists face so Clearly, the reggae industry
much of a struggle, yet you does not operate as other gen-
DANCING have an artist like Amy res do. And while reggae’s
Perhaps the answer is a Winehouse singing about unique and “rebellious” spirit
return to 2004’s ‘dancing’ era “what kind of f*ckries is this?” is, in many ways, what makes
of reggae, which had audiences and she’s a star. I don’t see why the genre exciting (some of my
of all ages and races enjoying our culture isn’t embraced in best interviews have been with
the fun-loving element of the the same way.” reggae acts, who often have lit-
music. (I recall going to Sean There’s no denying that reg- tle regard for PR protocol), it
Paul’s concert at Wembley gae is by no means considered seems to also be doing no
Arena that year and seeing a priority by mainstream favours for the music’s poten-
teenage white girls wearing T- media. Regarded by many as a tial to enjoy wider success.
shirts featuring the Jamaican ‘seasonal’ music, it can often Olivier Chastan, Head of
flag and knowing exactly how only enjoy airplay on commer- Global Marketing at leading
to ‘signal the plane’ along to cial radio stations whenever reggae label VP Records, feels
the music!) carnival rolls around. But are that the reputation the music
At this time, the music tran- there any emerging reggae tal- has outside of the reggae indus-
scended the reggae fraternity in ents who genuinely have the try needs to be improved.