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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.

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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.