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Dancehall music is in trouble.
Big trouble. It's bad enough that gay rights groups across the globe have
united and have put "kill gays" acts under serious pressure,
hitting them where it hurts their pockets.
The gays/DJs controversy, among other things, has led to a rapid decline
and negative image of Jamaican music on the international scene, which
has forced many to take a serious look at the content of our music and
the message being portrayed.
Corporate Jamaica has been paying attention. They have decided that enough
is enough. They will not allow one bad apple to spoil the whole bunch.
As such, a group of corporate sponsors of the entertainment industry have
come together to try and stem the contributing problem before it is too
late. They are hitting out at violent and discriminating lyrics and the
artistes who spew them.
In a statement released to the media late last week, Cable & Wireless
Jamaica Ltd., Courts Jamaica Ltd., Digicel Jamaica, Pepsi-Cola Jamaica
and Wray & Nephew Ltd. have made a decision to unite and take a stand.
According to the united multi-billion dollar corporate giants, "The
international success of reggae and more recently dancehall music has
been a source of pride for Jamaicans. Recently, however, concerns have
been raised about the content and tone of some of the music."
"As a group of corporate
sponsors of the entertainment industry, we are concerned that the continued
use of violent lyrics could ultimately lead to the decline of our music
industry, as well as a social and economic backlash."
"As socially responsible
corporate citizens, we want to work with the music industry to secure
the future of Jamaican music."
The companies have agreed that
in the future, before they sponsor anymore entertainment events, certain
guidelines will have to be met.
The stipulated guidelines are:
1. Develop a code of conduct for performing acts that
will guide our involvement and relationships with the industry going forward.
Once defined, this code of conduct will be rigorously enforced;
2. Work with public sector organisations, the music industry
and other interest groups to ensure that our music continues to contribute
to Jamaica's positive image, locally and internationally;
3. Discontinue sponsorship of events involving artistes
who continue to incite violence through their lyrics and performances.
According to the statement,
their goal is "to work together to promote the unity and well-being
of our society, and maintain Jamaica's cultural eminence."
MIXED REACTION
This unprecedented move has
no doubt led to widespread discussion on an international level, drawing
mixed reaction from members of the entertainment industry.
Jahworks.org spoke with several
persons directly and indirectly involved who shared their views.
Jerome Hamilton of Headline Entertainment, the booking agent for a number
of artistes and PR company for several promoters, said he welcomed dialogue
if it leads to improvement. He said he looked forward to working with
the sponsors as he too wants Jamaica's music to contribute a positive
image.
However, he quickly pointed
out that he did not support censorship of any kind. Among his concerns
was the fact that violent lyrics comes in different forms, and he asked,
"so who determines that? What level of involvement will corporate
sponsors take in the music, bearing in mind it must be spontaneous? What
about radio stations and newspapers, will it affect advertisement if they
promote these artistes?"
Digicel's Commercial Director, Harry Smith, stressed, "we don't intend
to be a party to any form of censorship."
When asked if this move by his company and others bore any relation to
the current controversy between the Jamaican DJs and the gay community,
he said "No, it's all coincidental. As members of Jamaica's society,
we saw the impact of hate messages on our society. There is a sense of
responsibility that we are acting as corporate sponsors underwriting these
hate messages through our silence and financial support.
Entertainment lawyer Lloyd Stanbury
said he saw no reason for panic as a result of the position being taken
by the corporate sponsors.
As he pointed out, "Jamaican
music and dancehall is not built on gay bashing or promoting violence.
The majority of the repertoire of the dancehall artistes consists of music
with lyrics that don't address that. So I see no problem with them being
able to deliver entertaining performances to their audiences and also
being able to work with promoters who want to collaborate with the corporate
sponsors."
" We must acknowledge that
corporate sponsors have every right to determine with whom and what they
wish to be associated, in the interests of their products and services
as well as the communities they serve. The relevant corporate sponsors
have also clearly stated that this move is in response to their concern
for the further development of Jamaica's music. If this is truly the case,
I think the corporate sponsors should seek to work with the music industry
associations such as the Jamaica Federation of Musicians and the Recording
Industry Association of Jamaica/RIAJam in arriving at the code of conduct
to which they refer."
Promoter/booking agent, Sharon Burke of Solid Agency, found it interesting
that "every time our music seems to have international success we
are bombarded with these complaints."
About the move executed by corporate Jamaica, Burke pointed out that,
"I'm cautious. However, my artistes, namely Bounty Killer and Vybz
Cartel, all denounce violence against any human being and any minority
group."
Marketing Manager of J Wray & Nephew Limited, Tanya Miller, said this
move by corporate Jamaica has been in the making for some time, "We
have been having discussion for some time as we wanted to bring some clarity
to our relationship within the industry. It's really to define our position
to start a meaningful dialogue. We have benefited from the industry as
they have benefited from us," she said.
Miller also stressed that J Wray & Nephew was definitely not interested
in censorship of any kind. "They have a right to freedom of expression,
but we have to be careful of what we endorse," she added.
A Cable & Wireless Jamaica spokesperson said the move was not triggered
by the gay rights activist group. "It's not in support of any specific
group or individual; it's about what's good and bad, and what's right
and wrong. Our mothers, sisters and daughters are also targets of this
kind of behaviour, and the influence on our minors could have a negative
long term effect if it is not erased," the spokesperson said.
Singer George Nooks said he welcomed "any move that will see growth
in the business."
A cautious Isaiah Laing, CEO of Supreme Promotions, promoters of the annual
Sting, commented that, "we need to have a meeting of the governing
body and the relevant players in the entertainment industry and sit down
and iron out the issues. It has to be a collective thing among all concerned
to arrive at this code of conduct the sponsors mentioned."
According to Laing, "if we don't do something like this we will lose
this music if we are not careful."
INTERNATIONAL RESPONSE
A spokesman from reggae/dancehall
distribution giant, New York-based VP Records, told Jahworks.org that
they only wish to say at this time: "VP Records is paying close attention
to these developments that affect our artistes and business partners relationship
at home, and will be monitoring this matter very closely."
In South Florida, the announcement had sparked various discussions amongst
members of the music fraternity. For months, the situation facing certain
dancehall artistes, who are targeted by gay groups upset with the homophobic
lyrics inciting violence against them, has been the topic for many radio
talk shows in the region.
For many, the current status of dancehall music and its lyrical content
have been a major concern. Not just the level of anti-gay lyrics, but
the constant lyrics degrading women, and the inclusion of the F-word and
other profanities that seem to be commonplace in most dancehall recordings.
People are expressing a sense of "enough is enough."
When contacted, some of South Florida's leading industry personnel expressed
total approval of the decision taken by the Jamaican companies.
According to James "Jimmy Mac" McMillan, TV producer/promoter,
who recently staged the first annual Reggae Gospel Fest, "I applaud
this decision--I am glad somebody is taking a stance, it's high time someone
let these artistes know that they can't continue going around writing
lyrics degrading women and to kill chi-chi man. This is just a waste of
talent."
The president of Lignum Vitae Entertainment went on to state that, "as
someone who promotes consciousness, there is no room for violence in the
music and for artistes who are inciting such behavior--they must realize
that it is just not music anymore, it is way beyond that now. People all
over the world are listening to our music, especially the kids!
Like many of his colleagues, Jimmy Mac wondered why it took so long for
these companies who have been bank-rolling these concerts to come to this
decision.
Lloyd Campbell, producer of one of South Florida's leading labels, Joe
Fraser Records, said he was in total agreement with the decision. "In
our music, we don't need the violent lyrics--music should not be a weapon
to incite that kind of violence. Jamaican music has been around for years
and it never had this level of negativity attached to it," he said.
Campbell remembers the days when the music was fun and enjoyable. "There
was a time when you could enjoy the music and its messages, there were
gimmicks, no foul-language or F-words. If there were, you had to go to
a bar and punch it up in a jukebox. You have to remember that artistes
are role models. Is this all they have to offer to the next generation?"
the veteran producer asked.
Sounding very emotional on the subject of major sponsors threatening to
withdraw their support, Campbell was quick to point out that the sponsors
are an important key in the promotion of Jamaican culture and music, "artistes
have to start cleaning up their acts, whether dancehall or what. Enough
is enough, and without the sponsors' support, lots of events would not
be possible."
Radio host and presenter of the New York Top 30 Chart on WRTN FM, TK Smith,
was more concerned about the rights of artistes to express their thoughts.
"If this code of conduct by the sponsors is geared to a particular
group of artistes, I have a problem with it. However, if it applies to
everyone who incites violence in all its forms, then I am in total agreement
with it," he said. "Bear in mind that violence against any group
is wrong--violent and degrading lyrics have no place in the music and
this code of conduct must be applied across the board. If it is, I am
in total agreement because something has to be done. It is just too much
now."
Singer and songwriter Glen Washington said he cannot support penalizing
anyone for their lifestyles or preferences. "I leave all judgment
to God--we are not judges for anyone. I am not fighting against dancehall
music, but some of its lyrical contents are questionable, and if kids
can't listen to it then it is not good."
Washington said he was also in total agreement with the stance taken by
the sponsors.
It will be interesting to see how all of this plays out, and if it will
have any impact on the targeted artistes. Time will tell
Cecelia Campbell has been
is journalism for the past fourteen years. She's currently assistant editor
at Jamaica's leading weekly tabloid, Xnews. She also writes for other
publications, including the Gleaner's North American Weekend Star.
Clinton Lindsay is the founder of the annual
Tamika Reggae Awards. Mr. Lindsay is a well known radio personality/promoter
in the New York/tri state area for the past 22 years. He is a regular
contributor to Xnews and compiler of the New York Top 30 Reggae Chart.
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