Tuesday, February 21, 2006
Canadian Reggae World’s take on The Junos
I would like to start this one by giving props to any organization that takes the time to honor itself and its participants. Sometimes a pat on the back goes a much further way than a kick in the teeth, even though the latter can motivate positive change but this takes a very strong personality and very few of us have that strength of character (Nelson Mandela). So thank you Juno’s for the pat on the back and in some small way, the patriotism because this is Canada’s Grammy Awards or American Music Awards and then again… it isn’t!
Too often our Canadian conservatism rules our every move and step. From music to athletic endeavor, it is so typically Canadian to be polite competitors, just loving the act of participation as opposed to going for gold. I say it is ok to say that you want to win and take every step to achieve that goal. Stop telling our children, “It is not whether you win or lose, but how you play the game.” Horseshit!!! I am in no way advocating cheating or underhanded methods of competition. I am saying that one must strive to win, so if defeat is the outcome, you can cry with disappointment but know that this was your BEST!! I am saying that we should not have sent 100 swimmers to the past summer Olympics to win ZERO medals. The above quote does not work to placate me, watching my country constantly bringing up the rear.
So as a relatively recent immigrant to this country I will stand and fight and try and win a few and tell my children it is ok to fight hard and attempt to win a few also. So children, we need to talk to somebody about our Juno Awards. Heck, while we are at it, let’s look at our music industry and the major labels that do NOTHING to stimulate greater growth for Canadian artists. Can we stop shoving American hip-hop, R&B, rock, country and alternative music down our throats and take the time to market and sell Canadian artists to Canadians. We are pretty good you know!
We are not the American version of an award show though. If an artist wins one of these American awards, he or she is guaranteed album sales the following day and week. If an artist does not win an award, but gets nominated in several categories they can also make sales the very next day and week as inquisitive buyers want to know why they were nominated five or six times so “the album must be good”.
Many artists in many genres have won Junos and have said albums / CDs collecting dust in boxes as they didn’t sell any the next day, week, month or year. The Junos don’t sell music! So I ask, “Why do we get so excited?” Is it the pat on the back that we are so proud of? I mean it is old, prestigious and Canadian and some of us just want to win… something. Truth be told, the reggae category is probably handed out the day prior to the “Big Show” and read out at some obscure opportunity before and / or after a commercial. If you missed it because you got up to pee, you can catch it on the website the next day or so… We don’t get to hand out awards and we certainly don’t get to perform. Kinda feels a little like the old Cotton Club days when Satchmo and the performing (black) artists entered and left through the rear door of the club. I got news for you folks, “we still comin’ through the back do’ masa.”
My words are not the ones that folks will actually say out loud, but many past winners in many genres think them but as there is no alternative, they are stuck on this treadmill. Man I would like to see Blessed, Carl Henry, Jah Beng, Odel Johnson or Truth & Rights perform the night of the show. That could sell a few albums for that artist! That may open the door for more Canadian reggae sales!
I also would like to see the Junos take the stance of The American Music Awards by involving the fans to vote for their choices. For reggae this would be a little tough as there is no mainstream airplay for the artists, but if they are going to take the time to give out a Juno, they may take the time to ensure good reggae music starts to hit the airwaves. And most importantly, fan involvement may include improved record sales… hmmm…
Now, I’m in no way saying that CARAS or the Juno Awards owe me or anyone in the Canadian reggae community anything, and I am certainly not blaming them for the situation that Canadian reggae finds itself. That ‘blame’ I place on me, myself and I. So since the onus is on me, I am attempting to effect change. I want to earn a living promoting talented, strong music and I want others to do the same.
This is the entertainment industry! Success isn’t guaranteed. For too often we have heard the term or phrase, “it is like winning the lottery!” Well, I wish to stack some of the odds in my favor is all so I wish to educate Canada and the world of some of the best music on the planet, made right here. I am saying that I do like much of American hip-hop, R&B and Jamaican reggae and dancehall and do believe there is room for all of us, but do more to develop and showcase Canadian!
Sure someone will be offended and tell me or you that it is not a color or race or genre thing. OK! I already understand this from other genres here in Canada suffering the same fate. Let’s not confuse the issue with color or race OR GENRE prejudice, let’s focus on MUSIC!
PROMOTE CANADIAN REGGAE MUSIC!
Peace,
JuLion
This article will appear in the March issue of ReggaeXclusive
