Over the years Dancehall music has always had a balance, topics ranging from the ladies, dancing, rude boys, social commentary, and of course some hilarious subject matters. The broader range of subject matters allowed Dancehall to have a wide scope hitting people all over the world.
As the years went on the subject matter reduced, where now lyrics are vicious and girls based mainly. Some may say this is due to society and what’s happening around the creative minds in the inner city but others may defer.
Recently Kabaka Pyramid tweeted ” I want to see more mainstream success for Jamaican artists. International success. But I jus feel di subject matter in di music a hold we back.”
He also added another tweet saying ” At some point in time we the creators of the music have to start thinking as an industry and make decisions that benefit the whole genre.”
That wasn’t it from Kababa, he made a third tweet saying “Galvanizing the diaspora is not the same as international mainstream success. But it’s a step towards that goal.”
These tweets opened the gate for some very insightful conversation from music insiders in Jamaica and overseas. The mainstream topic is something that is regularly brought up in Dancehall and so far there are no secure answers to the question.
Or maybe there is, look at the likes of Shaggy, Sean Paul, Kranium, and the newest sensation Koffee who has an international portfolio that is growing daily.
The 90s formula was very simple, find an RnB singer (someone that the international market would understand) to do the hooks and the Dancehall artists would spit the bars, look at Shabba Ranks this was his team’s recipe.
His first break-out International hit “House Call” with Maxi Priest on the hook.
The RnB singer on the hook formula isn’t the only alternative, there are more. For example, Beenie Man’s “Who Am I” catchy song on a well-produced instrumental Playground Riddim, and the rest is history.
The most recent Dancehall artist to gain international mainstream notoriety was Skillibeng with “Crocodile Teeth”, which got the attention of Nicki Minaj and she jumped on the remix.
Maybe the industry should be looking more at a 360 approach, lyrics, production, management team, marketing, and so on. These are the key areas in which the International market has the advantage but Jamaica has the spirit, vibes, the cool factor that the world is looking for.
This is certainly not the last time an international mainstream topic will occur in Dancehall, but hopefully, artists are speaking with the front runners and getting tips on how to open the door.
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