Disc jockeys sojourn into production

It is not unusual to find a disc jockey who also produces the music he plays. More and more, local disc jockeys are also identifying as producers. ZJ Liquid, Y Rush, Kurt Riley, DJ Nicco, Boom Boom, ZJ Chrome, and a host of others have contributed to the catalogue of reggae and dancehall hits coming out of Jamaica.

"We play the music, so it's only fitting to want to be a part of making our own," says DJ Nicco about the transition from playing to producing. For DJ Nicco, the transition had been taking place for approximately six years behind the scenes as he honed his production skills.

"What attracts DJs (to producing), is the same reason they became a DJ in the first place - the art of being the puppet master of the joy that music brings. I cannot be in all places at once, but my productions can," he said, explaining the fact that DJs are exposed to various genres and nuances in the music makes them the perfect conduits to not only produce, but to produce music that will last.

For ZJ Chrome, it was a natural transition. "It's a natural evolution; you start out playing the music next thing you want to know how the music is made."

"It has its shortcomings and benefits but DJs have been adding production to their rÈsumÈ for years to show growth, plus, many have realised it provides extra income," added Renaissance Disco's DJ Delano.

Renaissance Disco has benefited from numerous dancehall rhythms; under the record label popular rhythms such as Thunder Clap, Ice Breaker and Rebirth with their Stepz riddim featuring Sean Paul's We Be Burning, did well on the Billboard Hot 100 chart.

"Unfortunately, many jump into music production before getting educated about the business side of music because it is considered 'the thing to do', and then it has become a learn-as-you-go experience," DJ Nicco told The Gleaner.

He added, "Those who are seasoned and want to expand their range in music and entertainment tend to take that route."

However, he notes that there are some young disc jockeys who do not know the difference between being a producer and being a beat maker.

"Many only see the outcomes of the success and ignore the education of how they (other producers) became successful, so they dive straight into it without acquiring the business knowledge first," he laments.

Nicco has worked on records for Dexta Daps, Sean Paul, Bugle, Tifa, and Masicka among a host of other artistes, and has released compilations of songs on the Vacation and Sneak Peek rhythms that he has created on his SHS Records label.

 

The Challenges

 

The DJs notes that creating their own music is a time-consuming process that requires a delicate balance. "There are lots of challenges to face - from the artistes' willingness to compromise, to the time and money it takes to create a track both the producer and entertainer can be satisfied with at the end," says Delano.

Having been involved in the business for years, he sees changes that can make it easier for the younger generation.

"With the development of technology and access to information over the years, it has allowed for individuals interested in music to take on the challenge - but you have to be determined to face the challenges and understand production."

ZJ Chrome concurs: "The information that is out there because of the Internet, in addition to the opportunities streaming has provided, has made more disc jockeys and persons in general interested in production. Streaming is such a big thing and it's actual better to make money from streams."

He says that his most recent productions, including the Stay Cool riddim that features recording artistes like Chris Martin, Ce'Cile, Wayne Wonder, Jah Cure and Kranium, have done well on digital platforms.

He introduced the CR203 Records label in 2007 and released Mavado's Hope and Pray in 2009 and Clarks with Vybz Kartel and Popcaan in 2010. He has since continued to gain popularity which he sees as a plus. "It is another benefit - the popularity you gain from putting out music can be considered something that is attracting more and more disc jockeys."

He says that popularity is used to make connections with international artistes who other disc jockeys work with to make their production catalogue even bigger.

"It is important to understand how to monetise the music because if one doesn't, that is where he or she will lose," said ZJ Chrome. "Once a person is knowledgeable, then they will begin to see the benefits."