A few days after proclaiming the potential of dancehall to be a global force through artist unity, producer Rvssian reveals a notable exception in his collaborative endeavors – Top Prize artist Alkaline.
Fresh off the success of the Dutty Money Riddim which has the top two songs in Jamaica on Apple Music: Jada Kingdom’s “Whats Up (Big Buddy)” and RajahWild’s ‘Gogo” Rvssian has been in a talkative mood sharing controversial takes on the music business in Jamaica.
After signing Shenseea to his record label in 2019 and releasing her debut album ‘Alpha,’ he said his renewed focus on the Jamaican music scene and recruiting several new stars on the revamped 2009 Go Go Club riddim is to help the culture.
“At the end of the day, I am doing this to help the culture. I feel like it was needed, I feel good same way, I am excited, tolling the man dem with the international man dem, it worked, anybody record on this riddim is a free hit. It’s kinda the first this ever happens,” he said.
The 35 year old producer was expressing his enthusiasm for uniting local and international talents on the juggling project on the Questimes YouTube channel, and says collaborative efforts will undoubtedly leave a mark on the industry, breaking new ground and reshaping the way artists approach their craft.
“I am doing One for Afro, one for Latin, one for US, one for UK, Europe side,” The Latin Grammy nominated producer said about including artists from several regions on the already crowded riddim.
New artists in Jamaica have tremendous potential, the Straight Jeans singer states and says, they only need guidance and not demotivating criticisms from elders.
“Me feel like Najeeriii, Rajah, dem a good artist but me feel like all them artist deh need grooming, they need people with experience fi ground them and kinda point them in the way, don’t demotivate them, guide them, show them the mistake, hopefully them listen. The young youth them a the future, that’s why me always a embrace them,” he shared.
His comments come two months after producer Nigel Staff said 99.9% of dancehall artist are criminals andar not internationally friendly in an interview on TVJ ER.
“You have the older man dem or the big man them who say we nah link with them and a scold them, it’s better we just unite one way and make the thing even bigger,” he commented.
Expressing concern for the next generation, The RIAA Diamanté selling producer who has major hits in multiple genres said many Jamaican producers and elders themselves lack knowledge of the business and wonton to highlight the need for experienced mentors in the industry.
“I don’t feel like there are enough elders in the music to guide the man dem, because nuff a the man them in my time still don’t know nuttn to guide the man them. Them don’t even know how to fill out a split sheet to guide the man them, them even need guidance and learn the thing themselves,” he quips.
Music is Business
He urges young acts to focus on their business as creativity is only part of the equation if they wish to have longevity in the industry. “Music is only 30%,” Rvssian said. Adding “70% is the business, to solidify your legacy you have to realize its business, the business is the most important part, you can have the big song and have the looks and all that and the business not right eventually you going mash up.”
His candid admission that he won’t collaborate with Alkaline was only underscored with the statement, “We good over yahsuh.”
Still he says he is actively looking for the next big thing out of Jamaica as he embarks on world music domination.
“Right now is bare young artist we a look for, female, male and everything. Me is a man who works on dancehall, hip hop Afro, Europe music, Latin, it’s hard for me to be full on dancehall but in the last few months me give it the strength, is just for the other man dem fi give it the strength too, cause me alone can’t do it.”
