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Toronto’s reggae stars came out in support of the first in a series of Reggae Summits geared towards the growth of the Canadian reggae genre. Much information was delivered and shared and the main ‘theme’ solution by the panelists was that the artists needed to educate themselves more about the industry and to,
"Get the job done on your own! Take responsibility for your career and make it happen."
There were heated debates and disagreements but over all, it was a successful meeting of The Canadian Reggae Scene with over 100 artists, songwriters, musicians, producers and promoters in the room along with panelists Ivan Berry, Dave Betts (Socan), Mark Watts (Factor), Ryan Hanes, Farley Flex, and Tony Young.
Ray Hammond of Chris Smith Management was extremely candid and straightforward, dealing with what an artist needed to do to gain the interest of a management company. He pointed out their need to have their affairs well in order and not to waste their time looking for management that they are unable to afford. The most important thing for the artist to focus on is whether his or her phone is ringing off the hook. If yes, it is time to seek management. If not, keep working. Go to clubs and have selectors play your stuff. Do community radio interviews. Get on the bill for as many shows as is feasible. Do a couple of appearances without great pay, but GREAT exposure.
Ray offered great advice based on tried and true methods of trial and error with artists like Lenn Hammond, Nelly Furtado and Jarvis Church all managed by his company, at various stages of development from local, to national to international.
He also mentioned to those interested, another of his companies, Fiwi Music is always searching for new, fresh and ready reggae talent.
Farley (of Flow 93.5FM) Flex’s appearance at this event certainly showed his and Flow’s interest in bridging a gap between themselves and the Canadian Reggae community. Farley has to go down as the bravest panelist of the night knowing that he was going to be under fire from a very hostile crowd. And he was attacked! Raspect to him for standing his ground and explaining the reasoning behind Flow’s decision not to cover the reggae gamut based on their listening demographic that may not appreciate this genre.
Farley spoke of his experiences with Maestro Fresh Wes and their journey and rise in the Canadian hip-hop scene and gave valuable statistics on the number of radio stations that played Maestro’s single, "Let your backbone Slide" and the translation to the success of the number of units sold. Interesting tale!
He also got into it hot and heavy with Denise Burnett of CIUT 89.5FM about Flow’s mandate to support the Canadian Reggae Market, which has not occurred to date. There was no sugar coating at this point. There was no compromise on either side! Farley pointed out Flow, in the future may have a closer look @ the industry and develop programs suitable for the Canadian Reggae artist as well as the stations’ demographic.
My personal response is that the currently 30% Black listenership may increase with playing Canadian bands with at least seven members on average with @ least 20 family members each, willing to listen and support. Create local stars by playing the music when the artists are performing in the Toronto venues and educate the 55% White and remaining 15% of quality Canadian reggae performances.
Farley also stressed the fact that the artist needs to take a closer look at the visual aspects of the industry. He pointed toward the Videofact program as a means of getting the necessary dollars to make a video to better market themselves.
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Showcase highlight of the night was Belinda Brady. An artist who has a song "Gifted Man" currently receiving nuff rotation on Flow 93.5FM. As per usual, Belinda gave an exceptional performance with veteran keyboardist Bernie Pitters flashing ‘de nats’. Belinda, already a gifted performer thrilled her peers with her natural stage presence. Not to mention, her good looks.
BIG UP LADY B!!!
Tony Young (the last speaker) of the night re-emphasized the need for the Canadian Reggae Artist to do more for themselves. He quoted past experiences of speaking with several said artists who requested spots on his VJ shows who had no videos or albums in the stores. "How is he supposed to showcase you under limited circumstances?"
Tony also went on to discuss his experience with his album release "Reggae Vibes: Session One" where the sales have been soft and many within the reggae community may not have done anything to support his or anyone else’s album sales. He stressed solidarity within the industry. Support each other’s album sales!
Not covered by photographs was Ryan Hanes – formerly of Universal Music – who has gone on to start his own company and is available for contact and advice when he is further settled. His experience with what a major label is seeking will be invaluable to artists within the reggae genre. He can be contacted @
fritzthacat@sympatico.ca.Ivan Berry of BMG was a really informative speaker. His experiences with Beat Factory including successes such as Michie Mee, Rascalz, Dream Warriors and others and now as a person travelling the world on behalf of BMG brought the international flavor to the event. He pointed out how reggae has influenced and infiltrated many genre of popular music and is an undeniable form of music that will always have a place.
Ivan went on to point out that some of his "keys" to success that an artist should do are, getting videos done, performing and touring, branching out to be seen and heard to develop a following and unit sales which the labels would be interested in. During the Q & A period, Tony Barnes of CKLN 88.1FM (Urban Space) emphatically questioned Ivan in regards to these "keys". Tony pointed out that the Sattalites had done everything that he laid out and are still doing it, and wondered how come no one had signed them based on their track record. Ivan pointed out that he had been at BMG for only 2 years and was unable comment on past regimes and history but assured that he would keep his ears and eyes open in the future. I believe that he will!
Ivan did also point out that labels are not interested in developing talent. They are far more interested in developed, salable products / artists. Bring something to the table and stop waiting for the miracle of getting signed! It won’t happen!
Mark Watts
of Factor pointed out that there were only 24 submissions all year in the reggae category, so it is difficult to gauge whether the system woks for these artists. In the Q & A some artists felt that after applying several times and being turned down, there was a sense of futility applying again. Mark aptly countered that there needed to be more artists from within the genre getting in on the "jury’ system and judging their peers work.For information on how to receive funds from FACTOR for single, demo, album or videos please contact www.factor.ca.
Dave Betts of Socan spoke of the various ways for artists to earn from their own music as members of the organization. He pointed out an on average payment of $16.00 per spin on radio when songs are tracked. Also, as a member of Socan, every time one performs live, you should submit your set list and be paid for your original works. There were many technical points brought forward by Dave. I think we could use a few more session with him. For information on SOCAN please hit www.socan.ca.
One of the major highlights of the occasion was awarding a lifetime achievement award to the great, great, JoJo Bennett who along with Fergus Hambleton founded the Sattalites.
JoJo was visibly humbled and honored to receive this award it was a definite source of pride for all concerned. The award read,
2002 Canadian Reggae Summit Lifetime Achievement Award
Presented to JoJo Bennett
In recognition of Longstanding Service to Canadian Reggae
As a performer as well as
Selfless contributions made to the reggae community
As a teacher and mentor to many
You are an inspiration to all of us
FOOTNOTE BY JULIAN:
Though it is obvious that a gap will eventually be breached with Flow 93.5FM and Reggae Canada, there is bigger fish to fry in reaching mainstream radio. To focus only on Flow is limiting our talents and resources to the Black community. White, Japanese, Chinese, Indian, Japanese as well as Native Canadians listen to reggae music too and would love to hear what we have to offer. I will constantly keep Gary Slaight abreast of our progress to achieve mainstream airplay as well as acceptability.