Every year around the Grammy Awards, which coincidentally falls in Reggae Month, sparks a fiery debate around the progress, or lack thereof, in Reggae and Dancehall as genres. It has become more prevalent in recent years as Dancehall and Reggae have waned in reach while other genres like Afrobeats and Reggaeton have risen. Even though these genres have close musical ties and similarities, much of the success in Reggae and Dancehall has had fleeting music moments but has failed to keep the fire burning for more than a few months, with fans clamoring for the success and nostalgia of the 90s and 2000s era. Is Afrobeats the cause of Reggae and Dancehall’s lack of growth? Why does it have to be one or the other?
The music industry has changed for genres. There’s more music being released daily than ever before, which gives consumers the opportunity to explore other genres more easily. The rise of Afrobeats has been growing for years as the African diaspora has grown through migration to Europe and North America, and much like the Jamaican diaspora, took their culture with them.
While many are discussing the meteoric rise of Afrobeats in exchange for Dancehall, much of Afrobeats’ growth is inspired by the success of Jamaican music in its golden era coupled with the changes in how music is consumed globally and ripened with migration from the African continent.
Popular Jamaican Music Sounds Have Changed
The sounds that were once popular and that popularized Reggae and Dancehall are no longer the sound that is popular among the youth today. Not unlike any generational change of popular music, with every iteration there comes change. Each generation wants to carve out new sounds than the previous. Raunchier, more explicit lyrics, less storytelling coupled with the cultural shifts of parties and DJ selections have also impacted what is popular in the marketplace.
The merging of trap sounds with modern more mellow/lo-fi vibe in singers and deep/low/slow basslines in Dancehall have also impacted the sounds coming from Jamaican artists. The sound has shifted away from the uptempo heavy rhythmic bass lines that made these genres popular.
Jamaican Music’s Expansion Inspired Genres That Followed
The popular sounds of that Golden Era can be found in Reggaeton and Afrobeats coupled with lighter melodic sounds have made the genres fun for people to engage with. The golden era of Reggae and Dancehall set the tone for the newer genres that came after. There is more of a connection between Afrobeats and Dancehall that we need to be highlighting, more than there is a dissension. From the riddims to the style and delivery lyrically made it easier for industry executives, DJs, and consumers to latch onto a sound that was familiar to them sonically.
African Diaspora Impact
The migration is important as African culture crossed the borders in cities to collectively co-exist in ways they didn’t on the continent due to geographical proximity. This allowed for a consolidated musical movement rooted in cultural similarities to collectively support a variety of musical preferences, much like their countries of origin. Afrobeats propelled without limits, quietly grooming sound on the continent and diaspora, were able to capitalize on the volume as noted in Netflix music documentary Afrobeats: The Backstory.
Global Access to Music Through Streaming
Previously, the ability to listen to a few songs on a vinyl record, via 8-track to 90-min cassette tapes, then CDs, MP3s and now streaming services. These are the inflection points that changed the game for consumers and how artists/record labels distribute music. Streaming has been one of the most pivotal music consumption moments.
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The opportunity to hear more music with fewer gatekeepers, because the barrier to entry is low. An artist can create their own music using their own equipment and release it on any digital music platform. Allowing for more music consumption daily with easy access for artists to create and distribute more music than ever with more choices for music lovers to listen to. Musical tastes shifted from hard-hitting projects to “mood” playlisting.
With the various medium changes, the consumers had the option to listen to more and thus were given more music. Streaming makes it possible to switch between genres and moods instantly. The volume at which music is released today has made it difficult for artists and consumers to find one another. With new mediums came new opportunities and challenges.
Where Do We Go From Here?
Should we be further ahead in terms of popularity, reach, consistency, and sales? Maybe. But that is up to the key players to decide, the creators of the music and the consumers of the music. There is a perfect storm of shifts that have shifted the reach and popularity of Reggae and Dancehall. Simply put, there are more players in the space, more options for consumers to listen to with easier accessibility through digital music platforms. Adaptations are the key to survival, and both Reggae and Dancehall are in a space of exploration to decide what is next.
