Multi-Platinum Reggae superstar Shaggy, upon learning that Reggae had been ranked at number 10 in terms of listenership globally according to the International Federation of the Phonographic Industry (IFPI) 2023 Engaging With Music Report, offered a candid assessment. “Number 10?” he questioned. “In listenership, what about consumption? Streaming? It’s still a small piece of the pie,” he observed as the answers were relayed to him by World Music Views editor in chief Donovan “JR” Watkis while he was giving his keynote address at the Island Music Conference held in February at the Courtleigh Auditorium in Kingston, Jamaica.
Shaggy, whose 5th studio album Hot Shot album has sold 8 million units in the US alone since its August 2000 release, astutely pointed out that without substantial consumption and streaming numbers, Reggae cannot wield significant bargaining power in the music industry.
“You literally can’t become a bargaining power with that unless you have a superstar who has superhero-like talent, charisma, charm, work ethic, all of that in one,” he explained.
The talent that encapsulates all those qualities within a single individual – Shaggy says is what it takes to elevate Reggae and Dancehall’s prominence on the global stage, but he admits it’s even difficult to find such as single talent with other genres and in other regions.
“To have a superstar is hard, you know, you have to remember it’s so hard to get them put groups together,” Mr. Boombastic remarked, drawing parallels to past musical phenomena like the U.K.’s Spice Girls.
“Do you remember the Spice Girls? You have one that can sing; she takes the high part, she always sings the bridge, she is the only one who can sing. The others just hold a little harmony and low note. You have the black one, Scary Spice, with a little spunk, and you have Baby Spice. You have to put groups together, what you could get in one. So, to find an artist that possesses all of these things (Charisma, work ethic, and charm) all in one, and talent and can sing and can dance and can conduct interviews and can take over a conversation and fill up a room in one person, that’s a hard find,” the IMC Chairman said.
This week Shaggy enters the Billboard US Afrobeats Songs chart for the first time with his collaboration alongside Rwandan artist Bruce Melodie, titled “When She’s Around (Funga Macho)” at No. 20. The track, released by S-Curve in October 2023, also debuts at No. 8 on the Billboard World Digital Song Sales chart. Produced by AJR, the song seamlessly blends African rhythms with reggae vibes and has garnered over 5.3 million views on YouTube. Shaggy expresses excitement about the collaboration, highlighting Bruce Melodie’s undeniable talent.
Meanwhile, YG Marley’s “Praise Jah In The Moonlight” continues its global success but has seen a slight decline on various Billboard charts landing at No 62 after peaking at No. 34. Additionally, Bob Marley and the Wailers maintain their stronghold on the Billboard Reggae Albums chart with “Legend: The Best Of Bob Marley and the Wailers” holding the top spot for 2019 weeks.
It is the second year than reggae is being ranked at #10 based on the study, which surveyed over 43,000 respondents aged 16-64 across 26 countries.
The 2023 report conducted between August and October, explores how music fans listen to and discover music. Hip Hop, Latin, and Reggae secured their spots in the top ten among over 700 different genres named by respondents as their typical music choices. The report reflects the diverse music landscape enjoyed by fans globally, despite some genres like Afrobeats, Accordion, Kannywood, and Zarzuela not making the cut.
The Reggae Revival’s most promising superstar Chronixx has not released an album since his debut Chronology in 2017. The album has sold 100,000 units in the U.S.
