The music industry is evolving rapidly and dancehall and reggae music is susceptible to the technology, trends, and emerging talents that will see astronomical success, even greater than their local predecessors. Last year a couple dancehall artists earned Silver in the UK, and Gold in Canada and the US certified by the Recording Industry Association Of America.

2024 holds immense commercial and artistic promise for those willing to seize opportunities and navigate the ever-changing terrain as the global value of music copyright surpasses $41 billion in 2023.

Here are 5 trends that are set to impact Dancehall music in 2024:

1| Numbers Trend

Kranium- contributedThe music industry is at the forefront of a digital innovation, offering countless avenues for artists to showcase their talent through streaming platforms, social media, and immersive digital experiences. As a result, eveything about the music business now revolves around data and numbers.

Dancehall artist Kranium, explains the advantage artists have in the digital era, especially when their core audiences are in huge populations. He used the example of Afrobeats an interview on The Cut with Wayne Marshall and Winford Williams on CVM TV, stating, “now it’s different; now a man is going to ask how many streams it has, what it’s doing on Shazam, Spotify, Apple Music.” He highlighted the industry’s shift towards data-driven decision-making for radio airplay.

2| Global Collaborations

The ease of online collaboration allows artists to connect with producers, songwriters, and fellow musicians worldwide, fostering a diverse and collaborative creative environment. Dancehall artist Sean Paul already making headway into the latin market as a means to expand his reach. The uptown deejay says he wants to bridge the gape between dancehall and latin music. Sean Paul highlighted the shared culture with Jamaica, Puerto Rico, the Dominican Republic, and Cuba and says, “we may not speak the same language, but we share a lot through music.” The “Rockabye” singer is the most streamed dancehall artist on Spotify and this is largely due to slew of collars with major artists.

3| Investments In Niche Genres 

Niche genres and subcultures are finding dedicated audiences, allowing artists to explore unique sounds and styles without conforming to mainstream expectations.

According to Billboard Magazine, a new trend in music investment is emerging with the rise of niche-focused funds. These funds specialize in acquiring rights to specific music genres, such as Latin, dance, film and TV, and even niche areas like Nickelodeon TV shows. Unlike major deals that grab headlines, these funds provide more accessible investment opportunities at lower prices.

Over the past 2 years, several funds, including Armada Music’s BEAT (focused on dance), Jamar Chess’ Wahoo Music Fund One (Latin), Singapore’s blackx (Asian music market), and Multimedia Music (film and TV music), have launched and raised substantial capital, ranging from $100 million to $200 million. Differentiating themselves from institutional-backed funds like Primary Wave and Hipgnosis, these funds offer a lower cost of entry, reducing risk for investors.

In a market where streaming growth is slowing and high interest rates lead to greater investor scrutiny, these funds aim to outpace the cost of capital by focusing on genres with strong growth potential, such as Latin, dance, and EDM. The emergence of niche-focused funds signifies the evolution of the investment thesis in the music industry.

4| Music Licensing Opportunities

The demand for music in various media outlets, including films, TV shows, and commercials, provides lucrative opportunities for exposure and revenue. Recently, in an interview with Anthony Miller of ER, Hip Hop star Wyclef emphasized the importance of understanding music licensing and said that he launched a music licensing platform called SOLO to connect independent artists with streaming services and other platforms.

Reflecting on his past mistakes, Wyclef expressed a desire to share his knowledge with Jamaican youth, encouraging them to learn from his experiences. He announced his participation in the Island Music Conference in Kingston February 21-25 and invited young Jamaican artists to connect with him for insights on making money in the industry.

Wyclef, who has collaborated with Jamaican artists in the past, discussed the global influence of Jamaican music on genres like Afrobeats. He highlighted the enduring power of Jamaican music and its transformative impact, stating, “the power of Jamaican music ain’t going nowhere; what it does is it spreads and takes on a different form.”

In addition to addressing his licensing platform, Wyclef acknowledged the significance of Jamaican artists like Bob Marley, asserting that their influence remains unparalleled, making Marley the “biggest artist in the world, period till today.”

5| Adaptability

The ability to adapt to industry changes and adopt new technologies positions artists for long-term success and one of the trends that will impact the music industry more in 2024 is Artificial Intelligence.

The IFPI’s “Engaging with Music 2023” report, based on responses from over 43,000 individuals across 26 countries, explores global music fans’ attitudes towards artificial intelligence (AI) for the first time. The study highlights that 79% of respondents view human creativity as indispensable in music.

While recognizing AI’s potential, 76% of participants insist that an artist’s music or vocals should not be used by AI without explicit permission. Furthermore, 74% oppose the unauthorized use of AI to clone or impersonate artists. Transparency emerges as a significant concern, with 73% advocating for AI systems to transparently disclose the music they use.

Last June, Dancehall artist Vybz Kartel, currently incarcerated, made his first music video appearance since 2011 through Deepfake AI technology in visuals for the song “Sixteen” with Rvssian and Trippie Redd. The music video, directed by Shane Creative, uses the skills of VFX artist VFXByRez to create a lifelike portrayal of Vybz Kartel by overlaying his facial features onto a real-life look-alike. This was the first use of deep fake technology in Dancehall music production.

The video, produced by Head Concussion Records, blends nostalgia and creativity, capturing the essence of Vybz Kartel’s presence on-screen. The song itself celebrates the unconditional friendship and loyalty between Rvssian and Vybz Kartel, reflecting on their journey to stardom. Trippie Redd also joins the track, contributing to its unique blend of brotherly love in Dancehall with occasional Hip Hop influences.

The video concludes with the Gaza boss gazing into the distance. Kartel, the former Portmore Empire boss, has been incarcerated since 2011 for the murder of Clive ‘Lizard’ Williams. Recent reports highlight health concerns, including Graves’ Disease and multiple heart conditions, raising concerns about his well-being.

Frances Moore, IFPI’s Chief Executive, emphasizes the fans’ emphasis on authenticity amidst the opportunities and threats posed by AI in the music industry. The report reveals widespread awareness of AI among music fans, with 89% acknowledging its presence.

Fans who are aware of AI’s capabilities emphasize the importance of authorization, with 76% insisting on obtaining permission before AI uses an artist’s music, and 74% opposing AI’s unauthorized cloning of artists. Additionally, 73% support the idea that AI systems should transparently disclose the music they use.

The study also highlights fans’ support for restrictions on AI capabilities (70%) and government involvement in defining these restrictions (64%). This comprehensive report underscores the call for responsible and transparent AI practices in the evolving landscape of the music industry, as fans emphasize the significance of authenticity and permission in the use of AI-generated content.

Other than these trends, in no particular order WMV dancehall artists to watch in 2024 include :