As dancehall music is experiencing a renaissance , Mario Dunwell says he wants to make music that’s going to last beyond his generation, similar to the producers of the 1990s dancehall era. With his latest Ep, the “Playstation” Riddim, he hopes to do his part in the globalization of music. To kickstart his mission, he reached for Shenseea, Stefflon Don, Govanna, Vybz Kartel and Sean Paul to set the pace.
The dancehall music producer spoke exclusively with World Music Views about his creative process and where he intends to take the music.
Dunw3ll says Stefflon Don in particular is the template for the globalization of music because she is versatile and knowledgeable about the music.
“Globalization of music me witness it first hand, how she(Stefflon Don) is in studio, me witness it first hand,” he told World Music Views.
He says the music business is moving towards merging genres and the artists who will benefit the most are those with the ability to cross pollinate genres.
“I think it’s going to get to a point where you have to have versatility in your arsenal, because with streaming the world becoming one big genre,” the Corner producer says.
A 2022 report by the IFPI stated that Latin America, saw growth of 31.2% – one of the highest growth rates globally in the music industry. Streaming accounted for 85.9% of the market, one of the highest proportions in any region.
Dunwell believes dancehall artists and producers can tag along for the ride in light of the growth in latin markets.
“Latin is a sibling of dancehall so them can intertwine, the groove of latin is African dancehall so you can do dancehall on latin and-it don’t seem out of place but you haffi incorporate melody, Burna Boy’s Last Last is melody because you can’t understand what he is saying.”
IFPI’s 2022 report also stated that, “Today’s music market is the most competitive in memory. Fans are enjoying more music than ever and in so many different and new ways. This creates enormous opportunities for artists. Those who choose to partner with a record company, do so to benefit from the support of agile, highly responsive global teams of experts dedicated to helping them achieve creative and commercial success and build their long-term careers.”
Dunwell, 29, agrees with this assertion and says because of the ease of access to music, both the creative and consumer habits have changed.
“Music is a thing where before you had the internet you had to go into a store, buy cassette, go on the radio, you had to listen what is being played to you, you can’t play what you want, now you have digital copies of music and me download different types of genres, even before me start make the music, I just had an appreciation of different type of music. Fast forward to when streaming come into play you find that everyone is doing that (download different musical genres now),” he told World Music Views.
“What that cause is the new breed of creatives are automatically incorporating different elements, that’s why you have new genres being born, now you have Afrobeat, Amapiano (isizulu for “the pianos”) and the music moving fast so really and truly why put genre on it, that is why music is where it is right now,” he continued.
“The ease of accessibility and with curiosity you can discover different type of music, if you are a real music lover you going to do it.”
Working with Steflfon Don
He speaks well of Stefflon Don who he matched with Vybz Kartel for the track “Amazing” and says her knowledge of where music is going gives her the winning edge.
“(She is) A very cool person, veery talented and very versatile, there is no other way to put it, she understands the culture, she understands what needs to be said on what track, she understand that this is a song with Kartel, she on the hook, she sings,” he says.
Playstation Riddim
Wah me a try fi do with this riddim is the globalization of music, how can i wrap-up and package dancehall so it is appealing to what is going on now. Everybody is talking about Afrobeat taking over dancehall so why no fuse them. Me kinda have this idea to do something off the grain, me feel like it important to do impactful things. I ask myself what i am doing music for, to have a moment or to leave a legacy. When me study the greats, Lenky, Dave Kelly, how me can call myself a Jamaican producer and not have a project like a Diwali riddim.
– Mario Dunwell
“I want to put together a project to link people who share that vision, so when you talk about appealing to the world you can’t leave out the World Boss and Steffflon Don(Amazing) waving the dancehall banner globally. She say he is her favourite artist. Other people on the project is Shenseea(Bye Bye), as much as people knock the singles she put out is waving the banner and she still on the international platform. Me have have Sean Paul on the project too and Govana(BFF) is an artist who I been a watch, him take time with him work, I reach out to him and him say yeah man no problem,” Dunwell told World Music Views.
The 5 track Ep and visualizer which also features “Please Yuh Girl” with newcomer Moyann was released Friday September 16.
Dunwell who spells his name Dunw3ll says with streaming, producers and artists can use the systems available at their fingertips even without the support of a label.
“You capitalizing on what is available in terms of the structure of the business right now. One time you needed major label, but it’s very easy to be independent now. You don’t need a big budget to set up a studio or music video so why not own your stuff. It’s better to do what you can do and build your thing unless it make sense to sign to a label or another entity.”
For young artists coming up in the game he advises that they make themselves knowledgeable about both the music and music business while developing an independent work ethic.
“Do the best music you possibly can, two sides to music, music and “business”, spend the time to understand the music and creating music, not just doing a slap dash ting but also spend the time to learn the business or have a team where some people dedicated to doing the business side and some the creative side. We are in the times of independence and ownership. If a young artist come to me now and say him want to do music I am gonna ask him to let me hear him music cause you must have some music already. Take the time to create music and to understand the music, (learn)how is music monetized, how and when to build an audience, how to capitalize on an audience, how to use the audience as leverage”
