REGGAE MONTH // "Cultural Capital to Financial Capital" a Reggae-Dancehall Guide by Donovan Watkis

Living in Canada, having an international perspective and appreciation for reggae-dancehall music is a natural occurrence. We can feel the impact from afar. As a Canadian of Jamaican descent, it is also evident how the culture is transferred from a distance, and how it inevitably changes across generations.

Reggae music is a force, as is dancehall music. I have grown to appreciate it and appreciate the effects of Jamaican culture around the globe. The island has such a unique and infectious vibe that it is often imitated, circulated, and in some cases...appropriated. We know this, we witness this, but somehow the culture as a whole still hasn't received the full rewards...financially or otherwise.

While it's nice to see artists like Kabaka Pyramid or Shaggy win Grammy awards for their creations, it is also natural to want the international force that is reggae-dancehall have a deeper impact on industry and infrastructure as well.

An insightful conversation broadcast earlier this year with Ziggy Marley on World Music Views brought me to the platform's creator Donovan Watkis, and eventually to his book published in 2022 "Cultural Capital to Financial Capital: Reggae-Dancehall." 

A writer, television producer, and music business professional Donovan Watkis has compiled a guide outlining various elements of music, culture, and communications that can elevate and sustain the reggae-dancehall industry in particular. I believe this book is a significant reference and potential blueprint that should be in the hands of all reggae music industry folk from journalists, to artists, and executives in Jamaica...and right here in Toronto.

Within the chapters are insights and information designed to look at the musical genre not only as a source of entertainment, but also as a key element of a lucrative business model that can (and should) be applied anywhere that reggae music is consumed.

There are interviews with industry legends, leaders, artists, and executives and ambassadors like Sean Paul, Jesse Royale, Walshy Fire, Tarrus Riley, Gyptian, and Alborossie.

Technological overviews also make this book a resourceful guide, by providing details on the various streaming platforms and their relevance in Jamaica over the years, in addition to projected trends and related results from unconventional methods of music sharing. From the Verzuz phenomenon during the height of pandemic lockdown, to the introduction of Spotify in Jamaica, the book is current and familiar for those who are looking to stay connected to the cultural climate right now.

Here's an interview with Donovan Watkis, speaking about this important text:

Without taking away from the experience of reading the full text (available online at CulCap.com or via Amazon.com), here are a few highlights, quotes, and lessons that resonated with me.

IMPORTANCE OF TEAMWORK

• "Organizing a team with the required expertise beyond music-making can put you ahead of the game."
• The role of DJs and "other musical influencers who curate the music that enhances the listener's experience."
• "Building and supporting your own media and music is the key to attracting money for the industry...create and support your own industry platforms and institutions."
• "...collaboration over clash lets go get the cash."

SOCIAL VALUE

• Reggae music as a inspiration, and perspective to solving complex social problems. At it's core, the music was rooted in progress and righteousness. This element is essential to the longevity.
• Music as a tool for social influence, if used correctly.
• "People and music. Both are Jamaica's ultimate resources..."
• "...the values of superstarism sometimes conflicts with reggae music values."

AUTHENTICITY

• "It's about being true to the country and being true to what Jamaica is special for..." (John Baker)
• "Stay authentic to who you are because the people who are in these cities are from where you are and they want to hear you as you are..." (Troy Mullings)
• "...Jamaicans are purveyors of cool..."

We recommend that you purchase and read this book; you'll be sure to walk away with some new knowledge, insight, and lessons! After reading the text, explore the ways in which the concepts and technologies can be applied to your project, profession, region, or vision for the future of reggae-dancehall music: everyone has a role to play in the process of progress.

For continued updates and insight, be sure to follow Watkis' platform World Music Views for the latest news and streaming data in reggae-dancehall. 

Written by SM Robinson for Kya Publishing's "Reflection & Reason" blog.