Remember that moment in time when Shaggy was the face of modern Reggae? Sure, “Oh Carolina” and “Mr. Boombastic” are cherished 90s treasures. However, the Jamaican-born artist really hit his stride during the early turn of the millennium.
The Rayvon-assisted “Angel,” which dropped in 2000, has become a sure thing for weddings and anniversaries and “It Wasn’t Me” became a pop culture phenomenon and statement for absolute denial amongst the obvious. “We try to make records as classic as possible,” Shaggy said during a phone call with HipHopDX. “Shaun Pizzonia produced that track and he’s very big on making sure that those songs have longevity and staying power.”
Shaggy was the last of mainstream Reggae artists crossing over into American shores. Since then, there hasn’t been anyone to pick up the torch; something that he understands. “I think that’s kind of the big problem is that we’re not seeing a lot of the Jamaican artists making it on the mainstream and doing it,” explained Shaggy. “It’s really the international or foreign artists that are actually doing Reggae and being successful with it.”
This comes at a time when artists including Drake, Rihanna and even Justin Bieber have taken inspiration from the sounds and culture. “You know how Drake featured Popcaan?” asked Shaggy, referencing the first release of “Controlla.” “We got to get a lot more of that. I think everything comes in time man. It’s going to come to a time when you never know what’s going to come in demand, or that kind of attention or what happens.”
In the meantime, Shaggy is back alongside frequent Diplo collaborator Jovi Rockwell for the James Brown sampled “I Got You.” This comes after he dropped “Only Love” this year, which features one version alongside Gene Noble and another with Pitbull. Another single should drop in the coming weeks as well, according to Shaggy.
The tracks should be featured on his upcoming yet-to-be-titled album, which he described as an “emotional rollercoaster ride” during the interview. “There’s a lot of long songs on there,” described Shaggy. “There’s always a good vibe, it’s going to feel like you’re on vacation.”
Watch the video for “I Got You” below:
Reggae is forever because it speaks about social conditions an universal love.. Stephen Marley just dropped a fire Hiphop an Reggae fusion album. Damian Marley coming soon an my guy Chronixx is carrying on tradition.. B Healthy y’all
Sorry to say I don’t think it’ll happen, not bc of the quality of the music but the climate now. Reggae is dope but if anything it’d have to be watered down w trap beats 50 features on one song and a life span of about 3-4 days. Internet has really killed good music. I mean look at this website I don’t know who the hell 90% of the people on this site are. Good music can’t survive in this environment, cmon you got guys shooting their mouths, lil white drill rapper’s along with so much other trash. Music just sucks, looking for new hobbies now
Carribean vibes get called in for leverage when things get weak for American music.
Reggae/Dancehall artistes need to be more commandeering with their careers. Shaggy’s strength was that he refined a formula that bust thru with Shabba initially, locked in on it, made it his trademark and ran with it minus dependency on anyone outside of the reggae industry; collaborating with other reggae artistes that had the same appeal and capabilities. Enough Dancehall artistes fall for association to equate success with American artistes on their terms.
Some get (so-called) signed under an imprint (possible tax write offs) and get all the creative life and momentum sucked out of them for disposable cameos and remixes with no trajectory to show for it.
Never the less, it’s entertainment on demand.