To be successful in any field or industry, there are certain rules or guidelines one has to follow, whether knowingly or not. The dancehall industry is no exception. There seem to be unwritten rules that artistes follow during their tenure of success which contribute to their public image, sound and their impact on their audience. 1 Have and maintain a 'bad man' reputation. Many of Jamaica's renowned artistes have attested to the fact that they had to resort to criminal or shady activities to 'make a living' before their involvement in the industry provided them with an access to wealth. Even with success, many continue to preach violence and gloat over their endless supply of guns and ammo. If this is not done, they seem to fear risking the reputation which they have worked to build. 2 Initiate a catch phrase. The catch phrase defines an artiste in an industry overrun with similar talents and sounds. For example: 'Yes, yes!'- Munga, 'Gansta for life' and 'Anywaaay'- Movado, 'Bullet bullet' - Bounty Killer, 'Money-O!' - Macka Diamond 3 Have a poor background. This was not a choice but a reality for many artistes while growing up. Evidence of their struggles is present in a majority of their songs. This is vital to the success of many, as their music will either appeal to those who can relate or sympathise. 4 Establish a rivalry. A rivalry amongst dancehall artistes is the norm. It always has been. As such, dancehall fans enjoy witnessing confrontations at stage shows and hearing artistes disrespect one another on their tracks. Rivalries add to the excitement of the industry and may even provide an artiste with a chance to display his/her talents. 5 Round up an entourage. What would a dancehall artiste be without his/her posse? Wherever the artiste, one is sure to see an army of people, ready to follow wherever the famous one may go. For example Bounty Killer and The (much publicised) Alliance. 6 Have a hit song followed by a slew of others. Busy Signal had Step Out and Munga had Flipping Rhymes. The first hit song is an artiste's introduction to the public. One hit will create anticipation for more. If the music is consistent then there will always be a positive response. An example of this, Munga Honourable. 7 Have an alias. Once in the industry, an alias is expected. Here are some of the many: The Gangsta Ras - Munga, Gargamel - Buju Banton, The Energy God - Elephant Man, The Warlord - Bounty Killer and The Doctor - Beenie Man. 8 Have an unpleasant countenance (not easy on the eyes). In the industry, there is an abundance of these characters. Their public image is that of a mean looking person, who rarely cracks a smile. It appears that to succeed, one must try to look 'Cross, angry and miserable' as much as possible. 9 Be affiliated with a veteran in the business. Success in the dancehall industry becomes easier once an artiste can link his name to someone who has already achieved success. This type of affiliation proved to be successful for members (whether former or current) of The Alliance. This strategy has also come into play with D'Angel's relationship with both Bounty and Beenie. 10 Develop some level of skill. No matter how closely the other rules are followed, without some level of skill, success is unlikely. The ability to ride a rhythm with ease and produce great music is the best way to make it big in the industry.
1 Have and maintain a 'bad man' reputation. Many of Jamaica's renowned artistes have attested to the fact that they had to resort to criminal or shady activities to 'make a living' before their involvement in the industry provided them with an access to wealth. Even with success, many continue to preach violence and gloat over their endless supply of guns and ammo. If this is not done, they seem to fear risking the reputation which they have worked to build.
2 Initiate a catch phrase. The catch phrase defines an artiste in an industry overrun with similar talents and sounds. For example: 'Yes, yes!'- Munga, 'Gansta for life' and 'Anywaaay'- Movado, 'Bullet bullet' - Bounty Killer, 'Money-O!' - Macka Diamond
3 Have a poor background. This was not a choice but a reality for many artistes while growing up. Evidence of their struggles is present in a majority of their songs. This is vital to the success of many, as their music will either appeal to those who can relate or sympathise.
4 Establish a rivalry. A rivalry amongst dancehall artistes is the norm. It always has been. As such, dancehall fans enjoy witnessing confrontations at stage shows and hearing artistes disrespect one another on their tracks. Rivalries add to the excitement of the industry and may even provide an artiste with a chance to display his/her talents.
5 Round up an entourage. What would a dancehall artiste be without his/her posse? Wherever the artiste, one is sure to see an army of people, ready to follow wherever the famous one may go. For example Bounty Killer and The (much publicised) Alliance.
6 Have a hit song followed by a slew of others. Busy Signal had Step Out and Munga had Flipping Rhymes. The first hit song is an artiste's introduction to the public. One hit will create anticipation for more. If the music is consistent then there will always be a positive response. An example of this, Munga Honourable.
7 Have an alias. Once in the industry, an alias is expected. Here are some of the many: The Gangsta Ras - Munga, Gargamel - Buju Banton, The Energy God - Elephant Man, The Warlord - Bounty Killer and The Doctor - Beenie Man.
8 Have an unpleasant countenance (not easy on the eyes). In the industry, there is an abundance of these characters. Their public image is that of a mean looking person, who rarely cracks a smile. It appears that to succeed, one must try to look 'Cross, angry and miserable' as much as possible.
9 Be affiliated with a veteran in the business. Success in the dancehall industry becomes easier once an artiste can link his name to someone who has already achieved success. This type of affiliation proved to be successful for members (whether former or current) of The Alliance. This strategy has also come into play with D'Angel's relationship with both Bounty and Beenie.
10 Develop some level of skill. No matter how closely the other rules are followed, without some level of skill, success is unlikely. The ability to ride a rhythm with ease and produce great music is the best way to make it big in the industry.