Dancehall luminary Masicka continues to dominate the Jamaican music scene as his albums “Generation Of Kings” and “438” secure the top two spots on the Apple Music Jamaica albums chart.
“438,” Masicka’s maiden independent project released on December 3, 2021, peaked at No. 2 on the Billboard Reggae Albums Chart, swiftly garnered attention from international record labels, laying the groundwork for his subsequent signing with Def Jam Recordings. That album has surpassed sales of 50,000 units in the U.S.
Following his alliance with Def Jam, Masicka dropped his sophomore project, “Generation Of Kings,” on December 1, 2023, which has maintained its reign as the Jamaica’s number one album on Apple Music for over two months.
“Generation Of Kings” sold 3,500 album units combined in streams and sales in the US during its first week, according to Billboard sales tracker Luminate. Of that amount, 600 were pure copies, while 4,400,000 were in streams, Luminate told WMV.
Masicka said his decision to align with Def Jam Recordings transcends mere financial considerations, during a panel discussion titled “So You Want A Record Deal” at the Island Music Conference, led by WMV‘s CEO Donovan Watkis. Despite his prior independent triumphs, Masicka acknowledged the inherent constraints of solely targeting the Caribbean market. Reflecting on his journey, Masicka underscored the pivotal role of “438” in piquing Def Jam’s interest, citing its enduring sales as a testament to its quality and appeal.
“I think the album played a major role in me signing,” Masicka said.
In navigating the complexities of the music industry, Masicka recognized the value of a comprehensive package beyond just musical prowess. “From my understanding, from what I learned, the record label, they are looking for a package. Music does sell, it’s just the quality of the music (that sells), ‘438’ sells up to this day. So the thing is, for my situation it was yeah, they liked the music, but where do I see myself in 5 years? Do you see yourself becoming a superstar and selling millions of records?” he answered on how the deal came about.
The 1Syde artist articulated the necessity of a robust team and infrastructure, areas in which a record label excels.
“I felt like I have done everything I could in the Caribbean, I’ve been to all the countries six, seven times, doing it yourself, it’s time-consuming and then you need the right team,” Masicka explains.
Asserting his creative autonomy and safeguarding his artistic identity during negotiations, ensuring that his vision remained paramount Masicka said was all part of the negotiation language. “They come in and say this is the direction, this is what you need,” he said, later adding, “First and foremost, creativity, I always wanted to ensure I kept who I was, the next thing was the possible chance of leaving if everyone wasn’t comfortable. The publishing split, my socials, I want to control my socials, I have no problems with them overseeing it but creative control I just want the music to have a certain structure, I don’t need it to change.”
Acknowledging the challenges of transitioning from the Caribbean to the global stage, Masicka highlighted the role of the record label in facilitating this crossover while cautioning against over-reliance.
“Me coming from the Caribbean it’s very hard to cross over. The record label is good in a sense, but you can’t depend on the label to do everything,” Masicka said.
See Apple Music Jamaica Top Ten Chart Dated February 25, 2024
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