Michael Goldwasser, president of Easy Star Records and a respected figure in reggae music for nearly three decades, remains optimistic about the future of reggae despite industry challenges. In an extensive conversation with World Music Views, Goldwasser shared his thoughts on the current state of reggae, the rise of AI, Easy Star’s partnership with Spice, and what separates successful artists from the rest.
Goldwasser believes reggae is in a strong creative period, particularly because artists are returning to meaningful and conscious themes.
“I feel very optimistic,” he said. “Over the last five years, there’s been much more roots and crucial reggae music. People are singing about things that are important.”
He pointed to artists such as Mortimer, Jesse Royal, Naomi Cowan, Protoje, and Chronixx as examples of musicians pushing the genre forward with substance and authenticity.
While acknowledging he is less involved in California’s reggae scene, Goldwasser appreciates its role in exposing more listeners to reggae music. He also praised Europe and the United Kingdom for their longstanding support of reggae veterans and emerging talent.
As for Jamaica, he believes the island remains the genre’s creative engine.
“Jamaica is always going to lead the pack in terms of innovation in reggae and dancehall,” he said, citing the unexpected popularity of the “Hill and Gully” rhythm revival as proof of the country’s ability to blend tradition with modernity.
The Reggae Chart Problem: Exposure Matters
Three years after a previous interview discussing reggae’s sales struggles, Goldwasser believes the industry’s biggest challenge remains exposure.
Despite Jamaica’s vibrant music scene, many successful local artists struggle to connect with international audiences.
“There are artists in Jamaica I’ve followed for years who are huge locally, but the average reggae fan in the U.S. or Europe might not know who they are,” he explained.
Goldwasser emphasized that crossover success often comes from finding a balance between maintaining authenticity and making music accessible to wider audiences.
“It is possible to appeal internationally while staying true to who you are,” he said. “Artists have to think about branding, marketing, and finding creative ways to reach more people.”
He stressed that artists should never compromise their identity but must understand the realities of a global marketplace.
When discussing what Easy Star looks for in new talent, Goldwasser was clear: originality is everything.
He highlighted Runkus’ recent album Supernova as one of the most innovative projects to emerge from Jamaica in years.
“He’s not chasing any particular sound. He’s creating a new sound,” Goldwasser said.
According to him, Easy Star seeks artists who create rather than imitate.
“There are a lot of artists making the same music everyone else is making. We’re looking for artists who are cut above.”
AI Isn’t Keeping Him Up at Night
As artificial intelligence becomes increasingly present in music and entertainment, Goldwasser remains unconvinced that it poses a serious threat to genuine artistry.
While acknowledging that AI-generated content continues to improve, he believes audiences will always crave authentic human connection.
“People want realness,” he said. “One of the reasons music is so meaningful is because it connects people.”
He added that while AI can imitate music, it cannot replicate genuine emotion, intelligence, and lived experience.
“I think quality music that conveys real human emotion will always find its audience.”
One of the biggest developments at Easy Star is its partnership with dancehall superstar Spice.
The relationship came together through renowned producer Alex Antaeus, a longtime friend of Goldwasser.
While he remained careful not to reveal too many details about the upcoming album, Goldwasser hinted that fans will hear a different side of the Queen of Dancehall.
“Volcano,” her new single, “is really just the tip of the iceberg,” he said.
Goldwasser praised Spice’s artistry as a melodist, songwriting abilities and business instincts.
“She writes great hooks. She understands marketing and branding at a very high level.”
Unlike a standard distribution arrangement, Goldwasser explained that Easy Star is deeply involved in the project’s marketing, strategy, and production development.
Marketing a Female Dancehall Superstar
Asked whether marketing a female dancehall artist presents unique challenges, Goldwasser suggested that Spice’s gender may actually be an advantage.
He noted that women have historically received less visibility in reggae and dancehall despite the abundance of talent.
“Women have not had enough of the spotlight in reggae and dancehall,” he said.
However, he believes the focus should remain on Spice’s talent rather than her gender.
“I want people to think of her not as a female artist, but as a great artist.”
The goal, according to Goldwasser, is not to redefine Spice but to introduce her to even broader audiences.
Reggae’s Value Is Increasing
With growing interest from investment firms and music catalog acquisition companies, Goldwasser believes reggae’s financial and cultural value is rising.
As the world becomes increasingly connected, he expects reggae’s audience to continue expanding.
“I think reggae’s value is going up,” he said. “As barriers break down, more people are going to discover it.”
He hopes recent catalog deals involving reggae artists will encourage investors to take the genre more seriously.
Goldwasser reflected on Easy Star’s long relationship with Jesse Royal, which began nearly a decade ago after a meeting in Brooklyn.
The partnership has since produced three albums, including two Grammy-nominated projects.
“We recognized very early that Jesse was a unique artist who had something to say.”
The success of that relationship reflects Easy Star’s broader philosophy of artist development rather than quick wins.
Reggae’s Internal Debates Don’t Concern Him
Addressing recent debates within the reggae community regarding “uptown reggae” or reggae revival versus more militant roots reggae movements being pushed by artist like Yaksta, Goldwasser largely dismissed the controversy.
“To me, it’s all music,” he said.
He believes there is room for multiple styles and perspectives within reggae and sees little value in online arguments over authenticity.
“Good music is good music.”
Charts Matter, But They’re Not Everything
While acknowledging that chart success remains important because it reflects sales and streaming performance, Goldwasser insists it isn’t the sole measure of success.
“We can put out something that doesn’t chart and still be very happy because we believe in the music.”
For Easy Star, artistic quality remains the primary goal.
As Easy Star approaches its 30th anniversary, Goldwasser says the label continues to receive pitches from artists around the world.
Although he could not reveal upcoming signings, he hinted that major projects are already in development for late 2026 and beyond.
His message to aspiring artists:
“We don’t want to hear the same thing we’ve heard a thousand times. We want to hear something new.”
