Currently, many Reggae artists depend on labels, online stores, record stores, and digital distribution aggregators to distribute and promote their music. Is this the best model for them though? Should they be more independent?
Are they capitalizing on the increasing popularity of reggae and other genres? Yes other genres. Why other genres? Lets face it, many who listen to Hip Hop or Reggaeton also listen to reggae. As those genres get more popular, so will reggae. They are all the same class of music. That is, the music of the young (and young at heart) and the hip. Hence, reggae’s popularity is directly impacted by their popularity.
Artists need to take more control of their careers, be innovative and think like an entrepreneur. Form key alliances for distribution, create web only albums, join forces with other artists to form a label, study their audience and be trend setters, develop lyrics that can be understood internationally, while still preserving our culture, write articles, host talk shows, continue to develop their brand through complementary goods e.g clothing, phones, media players, do community service locally and internationally etc.
In other words stop waiting around for the big ‘buss’ from a major label. Instead, do the work that will make it even easier for the major labels to notice you. Try and understand the business and learn from fellow artists’ experiences. Trust me, it can be done. It just needs the will, planning and application.