While most reggae artists are keen on crossing over in the North American markets, Etana also looks to Africa with her latest album and by all indications it is paying off.
Whether singing reggae in English or in Swahili one thing for sure is she is making history. The “Malaika” singer’s music is undeniably great and her latest album Pamoja, is nominated in the Best Reggae Album category for the 64th Annual Grammy awards.
Just 2 years after Reggae Forever was nominated alongside Protoje’s A Matter Of Time, Black Uhuuru’s As The World Turns, Ziggy Marley Rebellion Rises and Shaggy&Sting 44/876. She raises the bar for independent artists and more importantly for women in the music industry.
With 2021’s success, Etana is not slowing down anytime soon. In this exclusive interview, Etana talks to World Music Views about her grammy nods and gives some advice to up and coming singers.
Second nomination in 3 years? How does that feel?
Fantastic! I was so shocked I couldn’t think straight for a minute. I can’t tell how long it’s been since I’ve been so ecstatic.
Two women in the category this year? What does that mean for you?
It just means that we are learning and growing and that there will be more to come. In so many ways women have come a long way and we keep moving forward.
You’ve been promoting mostly in Africa? What’s behind that decision?
Well I toured in the United States and did much promotion here as much as I did some work in some parts of Africa. There are African artists on the album, it was only fitting that I promoted the music where they are from as well. The theme of the album is unity, therefore it was strategically coordinated.
You are the only independent album among the nominees, what does that say about your music?
I was signed to a VP for four albums and in my 10 years there, I was never nominated so it made me wonder. But I know that creatives and lovers of music do recognize quality music and I am so happy they voted for Reggae Forever when they did and now PAMOJA.
Upon doing the last album (I Rise) with VP(records) I decided to make it a strong album. I promised myself that I will always strive to do quality music that last lifetimes. I knew that if I didn’t do a strong album it would have probably made it a little harder for me when I step out on my own.
I’m now four albums in as an independent artist and I am very proud of myself and my team. I’m also grateful for all the new partnerships and relationships built with other distributors and platforms etc.
What are your PR/promo plans between now and the Grammys?
You know this is a question we had to have all the answers for real fast lol! We are still working on this one.
Going to the Grammy parties and the award shows?
I wouldn’t miss it for anything.
Being a two time nominee, what advice would you give to other independent artists?
It’s great to be a copyright owner. Create quality works, and don’t be afraid to ask the elders in music, whoever you look up to for direction. Learn as much as you can in the business of music. Stay positive. If every in doubt remember why you started in the first place. Become a member of the recording academy and when the voting time comes vote even if you don’t have a project out and stay involved.
