Reggae & Dancehall, Music Business, Trends and People To Watch In 2023

Reggae and Dancehall experienced the best year in streaming last year. The industry saw a fuller integration of DSPs the Caribbean and as a result more artists released more music and fans streamed more reggae and dancehall music than ever before. Big winners who are already signed to major record labels like Koffee, Shenseea, Sean Paul and Skillibeng rode the waves of the post pandemic need for live events entertaining albums. Valiant and Lalee capitalized on TikTok’s increasing importance to the music industry but still Bob Marley finished at the top of the reggae genre 41 years after he passed.

With the Grammy awards in a couple weeks these are some of the deals, artists and things to look out for in the coming 12 months as it relates to the reggae and dancehall genres.

Record Deals

Even as academics lament the state of the music in Jamaica, record labels are looking to the island and its artists to secure their bottom line and tap into youth culture. WMV can confirm that both DefJam and VP Records will announce two separate signings of major artists from Jamaica in the coming weeks.

In the 1990s DefJam signed Capleton who released two chart topping albums  “Prophecy”, which peaked at number 65 on Billboard’s R&B/Hip Hop Albums chart in 1995 and I-Testament, released in 1997. Capleton also climbed the charts with the singles ‘Tour’ reaching number 57 on the Hot 100 Chart, ‘Wings of The Morning’ reaching number 79 and Heathen Rage peaked at number 79 on the R&B Hip Hop Songs Chart.

They took chances with Rihanna in her early stages releasing “Pon Di Replay” which was the genesis of her now successful career. They released Nas and Damian Marley’s “Distant Relatives” 2010 which debuted at number five on the US Billboard 200 chart, selling 57,000 copies in its first week.

VP Records whose motto is “Miles Ahead” will not be outdone as they have cornered the market of reggae and dancehall music for decades. They are set to announce the signing of a major artist according to sources close to the matter.

Lawsuits

2022 saw a record number of lawsuits filed and settled between the music labels and artists. That trend will continue as the growing independence of artists take shape in the streaming era.

Reggae songbird Etana proclaims to WMV: “I just want what is legally mine.”

She filed a groundbreaking lawsuit against VP Records, in the Supreme Court in the State of New York over artist royalties, mechanical royalties, public performance royalties, and other monies allegedly due to her.

Etana, whose real name is Shauna Mckenzie Morris, and Freemind Music LLC, had filed the lawsuit in the Supreme Court of New York against VP and a slew of its subsidiaries: “VP Records Retail Outlet Inc, VP Music Group Inc, VP Records Distributors LLC, VP Records of Brooklyn LLC, Greensleeves Publishing Ltd and STB Music Inc”.

Her relationship with VP Records goes back to almost 15 years, as noted in the lawsuit which also states that:

“From 2007 up, and through 2014 McKenzie in her individual capacity, entered into a series of contracts with the defendants wherein plaintiffs granted the defendants rights to exploit, and or administer McKenzie’s written music, her recording services and her image, name and likeness on and in connection with her musical compositions, albums and sound recordings collectively.  Collectively the asters, album compositions including but not limited to The Strong One, Free Expressions, Better Tomorrow and I Rise.”

“Despite all the commercial success enjoyed by McKenzie, to date the defendants have not provided a formal accounting and they have not properly paid plaintiffs the royalties and the other income due to the plaintiffs under their agreements including but not limited to artiste royalties, mechanical royalties, public performance royalties, profits from the sale of merchandise and for any licensing fees.”  

In the aftermath of her new lawsuit, Etana has issued some words of caution to other artists.

“Other artists, especially those coming up, see and know what other artists have been through or are still going through; they just have to know the music is valuable. Most of these people in the business of music are not your friends. They are doing business,” she warned.

WMV understands there is a lawsuit with several artists pending against VP Records for similar royalty and copyright disputes.

The Estates of dancehall producers Steely & Clevie have also lawyered up against Luis Fonsi and other latin and reggaeton singers who they claim ripped off their Fish Market riddim: which has long been known as the foundation for reggaeton genre.

Although all of Fonsi real name is Luis Alfonso Rodríguez López-Cepero’s catalogue is now fully owned by HarbourView Equity Partners, who paid 100 million for the assets, WMV uncovered court files showing that Fonsi and a list of reggaeton chart toppers are the subject of a litigation brought by the production company of dancehall producer duo Steely & Clevie.

The lawsuit, discovered by WMV was first filed in the California Central District court last year October but according to the documents had to be resubmitted in March. Fonsi’s  Despacito, Bésame, Calypso with Stefflon Don, Date La Vuelta with Sebastián Yatra, Nicky Jam, Échame La Culpa, Imposible, Perfecta, Sola, and Vaciois are alleged to have original elements from Steely and Clevie’s Fish Market riddim A.K.A the “Dem Bow” riddim made popular by Shabba Ranks with the song of the same name. One half of the duo Steely, died in 2009 in New York at age 47.

Along with Fonsi, Universal Music Publishing, Warner Music, Universal Music Latin Entertainment, Sony/ATV Music Publishing, are part of the suit.

Fonsi’s lawyers have responded to the suit in the documents obtained by WMV that their client did not engage in any type of infringement, and that “there is no similarity between the works.” They also deny having sufficient information to respond to the suit.

AI & Powerful Technology

ChatGPT launched in December will see the emergence of songs entirely written by artificial intelligence. The language model has proven in many instances to solve complex problems in seconds. There are also plenty of graphics and video based AI that can generate a speaking or singing image that looks no different from a human. This means that it is now possible for an artist to write, record, release, perform and promote a song and not be an actual person.

Last year, Capitol Records had to “severed ties” with the A.I. rapper FN Meka, who they signed  following backlash over the deal signed with the robot who uses racial slurs.

The activist group @industryblkout called for a formal public apology on Tuesday.

When news broke that Capitol Records was the first label to sign a rapper designed from Artificial Intelligence, some fans expressed indifference to the manufactured rapper, especially its use of certain words. With the new technology in language models and video AI it seems the reality a new and improved FN Meka is likely in 2023 and one or two may find itself in dancehall.

Platforms to watch

Last November Valiant found fame after a viral clip circulated of him saying the phrase “Kotch E- Hat A Lie” on TikTok. He has since been in the top ten on both YouTube and Apple Music Jamaica with songs Like “Dunce Check”, “North Carolina” and “St. Mary”. Before him 1 Biggs Don found fame from a TikTok Freestyle which went viral.

TikTok will continue to play a vital role in the discovery and promotion of new artists. Perhaps an ambitious expectation but YouTube is poised to increase its importance in paying and hosting music and media rights holders in Jamaica.

Dancehall Artists To Watch

• Valiant- New songs
• Shaggy- Grammys and music business
• Masicka- making major moves
• Stefflon Don- Her debut album drops in March after signing a major deal with BMG.
• Popcaan- His 3rd OVO Sound album drops on January 27.