Reggae Heats Up Cannes

(JAN. 24, 2007, Cannes)

Reggae drove the temperature up in Cannes, France last night. Ten years after he took the stage at MIDEM in France, Shaggy the diamond selling Grammy Award Winning artiste headlined a talented line up on the Sounds of Jamaica Night Showcase which introduced some fresh Jamaican faces to an international audience.

Despite the six degree (celsius) temperature outside the Mediterranee at the Palais des Festivals, the temperature inside the Sounds of Jamaica Showcase was hot. The venue quickly over ran its capacity and persons clamoured outside to get in. Unable to enter the venue, a second audience watched the show from just outside the doors of the Meditarranee, located on the third floor of the Palais. Other events taking place at MIDEM at the same time as Sounds of Jamaica suffered as reports were that they played to virtual empty venues.

The show started promptly and proceeded smoothly with Omar Reid, the Popular Song winner, being the first to face the audience. He was well received as were the others who followed including Etana, Oba Simba, Daville, Nanko, Jovi Rockwell and Tessanne Chin. Shaggy with his stable mates Rayvon and Rick Rock brought a fitting climax to an evening of unforgettable performances. Earlier in the day at a press conference organized by Reed MIDEM in association with the Jamaica Promotions Corporation (JAMPRO), Shaggy encouraged the young artistes to strive to control their own destinies and also to invest in the development of their own careers. He stressed the importance of understanding the new opportunities being presented by emerging technologies, which would enable the artist to take greater control over their content and their careers.

Also speaking at the press conference was JAMPRO’s Executive Director of Markets, Kirk Kennedy who pointed to the importance of the Creative Industries as drivers of economic development and pledged JAMPRO’s continued support.

The Sounds of Jamaica Night Showcase produced by JAMPRO with a technical team including Tessah Linton, Syl Gordon and Stephen Stewart was part of the effort of Jamaica’s investment and export agency to promote and develop Jamaica’s music industry. Funding support was provided by the European Union (EU)/Government of Jamaica, Private Sector Development Programme (PSDP). JAMPRO led its largest ever contingent to

The also featured the Gumption Band with Shaggy’s Hot Shots Band providing the backing for him and the other Big Yard artistes. Richie B of Hot 102 emceed the show.

Omar Reid, the Jamaica Cultural Development Commissions 2006 Popular Song Winner, opened the show with a mellow and smooth vibe going through Dance With Me, Eva Bun a Herb followed by his winning entry in the contest Remember the Day.

Omar was followed by Oba Simba whose strong vocals and deep mix of lovers rock and roots reggae built the vibe of the crowd. With his locks flashing and dressed in his Rastafarian regalia, Oba Simba flawlessly deliveredTwo Roads, Movin On, and Lion’s Touch.

The ladies were next in the line up and Jovi Rockwell took to the stage and rocked the house with, among others, her Rizzla and It’s all About Love. She worked the audience who responded in like manner. At one point Jovi got so into her act she jokingly threatened to dive in to the crowd. Jovi did not dive into the audience but she plunged head first into an energetic and exciting performance.

Fifth Element and Solid Agency artiste Etana, lived up to the meaning of her name “the Strong One delivering a powerful performance with Wrong Address, Buss a Meditation, “Newsclear`’` and Roots. Vocally and lyrically Etana gave a profound social commentary about life both in the African diaspora and on the Continent. In the song entitled Roots she told the true life story of a boy, Lamin, from, Gambia who was beaten and forbidden to use his native language. She entreated the multi-cultural audience to imagine what life would be like if they were not allowed to speak their native tongue.

Tessanne Chin gave a great performance going through the paces with Black Books,Messenger and ended with Hideaway. Appearing in a red-hooded outfit, Tessanne took the Palais through her fusion of reggae, soul and rock ending on a high note with hideaway. It was again over to the men as Da’ville delivered on his promise with This Time I Promise, and his hit You are Always on My Mind. Da’ville paid homage to Jamaican greats by performing a number of songs from other artistes including “So I’ll `Wait `for `You” by Freddie McGregor. Daville was followed by Nanko who coolly and in his quiet, but effective style delivered Loca Amor and “Lucky You” which had the crowd singing along.

The Hot Shot’s Band took to the stage at approximately 10:30pm and then it was the show of shows from the Big Yard Label. The label represented with the smooth bad boy Rayvon chanting among other songs, Private Dancer, I Don’t Give Damn, Story of My Life and Games We Play. Rayvon had the Palais rocking. Rayvon took the temperature in the Palais up a notch and later Shaggy brought it to fever pitch. Shaggy entered the stage with Wild Tonight, then reeled off a slate of hits in true Shaggy Style. Shaggy went vintage with Oh Carolina, then moved the energy even higher with Boombastic. He was joined on stage by Rayvon for Angel and Summertime, and then by Rik Rokfor It Wasn’t Me. When Shaggy went into his hot new single Church Heathen, the Palais went into a frenzied trance. In a performance punctuated by gyrations and jibes, Shaggy and his crew drove the Palais wild. In the encore Shaggy and Tony Gold sang Sexy Lady.

A proud Kirk Kennedy in assessing the showcase noted that all the performers represented Jamaica well, observing that this underscored the fact that Jamaica’s music has huge business and economic growth potential.

MIDEM, is the biggest international music trade show held annually in Cannes, France, moved into its third day yesterday. The conference ends on Thursday (Jan. 25, 2007).