For the September issue of ReggaeXclusive - 2007
When I was a child growing up in Jamaica, whenever one of my elders wished to ask a question that needed some level of intellectual response from my little head, they would start the questioning with that dreaded, “Stick a pin….”. Once you heard that, you had better get on the thinking cap and stay focused. So I took a page from the elders and stuck a pin with the letter I wrote, basically to the ‘industry’. I put industry in quotation as, in my humble estimation, there really isn’t one. Mind you, reggae is getting spun on turntables, CDs and singles and albums getting made in studios, live performances happening, burnt CDs getting sold and burnt some more, but we don’t generate enough for the music buyer to take us seriously. When we can sell music inside and outside of Canada I will certainly concede that there is such a thing as a reggae industry here.
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“Hail community radio DJs and artists...
As you are all aware, I write for the ReggaeXclusive magazine, put out quarterly by Donna Makeda. Each quarter, like clock work, Donna sends me my reminders to write something about the Canadian reggae scene.
My focus in the past little while, has be the, "REAL ROOTS REGGAE - A CANADIAN STORY" a project that I have GREAT pride in, and do believe represents some of the best our industry has to offer.
What I am about to write about is the fact that Leo Cripps, a radio show in Calgary and Janaya Ellis of Souljah Fyah is about to outsell every radio personality in Toronto as well as artist in Toronto 100 to 1.... They are enthusiastic about what they consider to be a great project and are selling them to their audiences. A part of my strategy was to involve as many people as possible so if 10 of the 20 took on these roles, we might sell a few units and make a mark and open doors for other artists and other projects...
A part of my article will touch on the ineffectiveness of the Toronto radio personality as it pertains to selling an artists product. If the role of the DJ is to just play good reggae music, all of you have that covered, as I, like many other fans do enjoy much of the music that you spin. SO keep playing what you like and enjoy hearing for yourself, but you are not aiding effectively in my project. I am letting you know in advance so that you can either,
1. 'bun me out' and say that I am crying sour grapes and the real problem is CRWs inability to be creative or point to my poor marketing strategies... or,
2. Cut up the compilation saying that you don't like the attempt at a 'lame' radio show in-between songs... or,
3. The music is soft and lame and if you had a choice, you wouldn't pick any of those tunes or artists... or,
4. Point out the vibe of it and say it is stuck in a time warp an no one listens to that style of reggae anymore... or any other negative point that I have missed.
I am giving you all something to say, so that you can send me your responses prior to me putting my 'views' in print.
I believe that you are all ineffective as 'music sellers' for the Canadian artist and have been so for a LONG time and that this trend must change in order to grow this industry. Many artists question why we either listen to you all in the first place. Many veterans have told me personally that they would never give any of you their music as it is a waste of space and time. I will be saying much of this, so I give you a chance to rebut in print or on your shows in advance...
Many of the current artists today feel the same way about ALL of you!!! There is no effective way to sell Canadian reggae if you folks are involved! Maybe, we are putting undue pressure on you, as the 'system' is set up against you. Mainstream radio with it 'rotation' system are able to grow and sell artists from even foreign lands. With only 2 - 3 hours per week, you are not able to use such a system. But do you play the artist music in the first place? Do you communicate amongst yourselves to bus' artists or projects????
Well I give you a chance to respond folks! What's wrong with selfishly playing Canadian? This where we live, pay taxes and grow our children!
I will touch also on may of the artists on the project who have NOT lifted a finger to sell this current project.... I won't name names, but may have the means to come and grab a couple of copies from me and sell to their family, fan base or parties and have done NOTHING!!!! They are waiting for me, or the radio DJ or some divine intervention to sell music... Well the Canadian 'reggae industry' will always flounder with my abrasive style or your ineffective ways, so lets continue to sink together..”
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What has come back to date is that it is not the job of a community radio personality to sell Canadian produced reggae music. Of that I and many were already aware! But I have been around and a part of the scene for a time now and am really tired of “second’ place”. That isn’t exactly the place we are really in; I’m alluding to a mind set when I say, “second place”.
This a competitive world and a competitive business and having performed, played, spun, sung, created, pressed and burnt reggae music for close to 40 years now, it is unacceptable to me that we don’t have a stronger presence in our own country. There is an old saying that goes something like, “You can’t be a king abroad until you are a king at home.” And that adage is true! Many in the community spend time bitching at mainstream radio, especially Flow 93.5FM as if ONE station is supposed to save our plight. The problem isn’t Flow! It is my askewed perception that ‘someone’ else will come along and save us and sell the reggae music! There is no one!
I realize now, that the problem isn’t the community radio DJ, but more accurately my misguided dependence on what seemed to be our only outlet for exposure and viable sales opportunities. The real problem is me and the many, many, many artists in this broad country not stepping up and creating a stronger force. Well the time for REVOLUTION is now and I am seeking forward thinking, business minded, level headed, creative thinkers to move this great reggae music to its rightful place…. Selling our reggae music in OUR own country as well as exporting and selling on foreign lands… Come show me how, because I don’t know, but am willing to learn and to work to achieve it!
I dun bun out some of the artist dem too and blaze a little fire on myself along the way, but don’t take it personally, mek we tek de bull by the horns… It’s only been 40 years…
JuLion
