Grammy-winning artist Shaggy is celebrating the 30th anniversary of his global hit “Boombastic” with a newly recorded version of the iconic track, re-released in partnership with Universal Music Group and Italian auto giant Fiat. The reggae and dancehall legend sat down with World Music Views to reflect on the making of the original hit, its international breakout, and why the song continues to resonate with audiences worldwide.
From Studio Session to Global Smash
“Boombastic wasn’t the first song we made, itsasong we found in the middle making the album, but it became the one that changed everything,” Shaggy recalls. Initially co-produced by Robert Livingston, the track found new life when Sting International (not to be confused with the British rock star) took over the production. “He added the piano, gave it those 808 big kicks kicks, and even pitched up his voice to create the female part you hear on the record. I would really call him the producer but it was initially started by Robert Livingston.”
The record was nearly shelved in favor of another track, “Summertime,” produced by Robert Livingston pushed Boombastic to the B-side. But fate intervened when Levi’s licensed “Boombastic” for a high-profile ad campaign. “That Levi’s commercial blew the song up. When it dropped, the single debuted at No. 1 in the U.K.—it was the first time a reggae or dancehall artist from Jamaica debuted at the top of the British charts like that, first day out.”
Over the last three decades, Boombastic has appeared in everything from commercials to films and television shows. “It’s probably my most synced song,” Shaggy says. “It’s been in Netflix movies, global commercials—Cheers even used it. The longevity has been incredible.”
Now, 30 years later, the song is being reintroduced to a new generation with a fresh sound and a major European push. The new master, recorded specifically for the anniversary, is part of Fiat’s latest campaign for the Fiat ‘Grande Panda- Life Is Pandastic’ which has amassed almost 500,000 views on YouTube since its release on May 9.
The 50-second commercial campaign is developed by the creative agency M+C Saatchi Group Europe, in which Shaggy performs a Panda-themed version of his 1995 hit ‘Boombastic’—aptly renamed ‘Pandastic’. “Universal is handling the rollout and lining up press across Europe—it’s a full campaign to push both the song and the car.”
The original Boombastic album became a reggae phenomenon, earning him a Grammy Award for Best Reggae Album. The iconic single Boombastic was certified Platinum by the RIAA on August 27, 1995, for selling 1 million records in the United States.
In addition to its US RIAA Platinum certification (1,000,000), the album earned multiple international certifications, including Silver in the UK (100,000,) Gold in Sweden (50,000,) Canada (50,000,) and Brazil (100,000). The single is Platinum in Australia, New Zealand, and Norway, and Gold in the UK, Germany, Austria, and France.
Reflecting on his journey, Shaggy credits his rise from humble beginnings in Rae Town, Jamaica, to a global superstar as the reason he continues to give back. “I’ve sat across the table from Nelson Mandela. The Queen knew my name. Michael Jackson knew my name. James Brown too. That’s why I give back—because I’ve been blessed.”
He continues to support children’s charities, including his own Shaggy and Friends Foundation, and is scheduled to headline a benefit concert in Jamaica this weekend—his first performance on the island in years. “I haven’t performed in Jamaica since around 2018 or early 2019. It’s going to be a vibe.”
While there’s no official release date yet, Shaggy confirmed that a new album is in the works through a 50-50 joint venture with VP Records. “I’d like to drop it this year, but it depends on clearances and paperwork.”
