Deep Jahi employs musical tactics for success

It used to be that a recording artiste would know that their music is turning heads when a major record label shows an interest in signing them. While the industry has many still with those aspirations, Rushane ‘Deep Jahi’ Anderson sees it as a disadvantage.

The 2012 Magnum Kings and Queens of Dancehall competition winner toldThe Gleaner that when a window of opportunity opened for him to establish a record label in December 2017, he jumped through it. “It is a management tactic – think of it as taking control of something that you are already a part of,” Deep Jahi said.

As a recording artiste, he says many have only been involved in the writing and recording of a track, “Taking into light the advancement of the industry, the focus is not about learning the business from a different perspective – not just the art, but the business as well.”

In the whirlwind that followed after earning the title, and also winning the Jamaica Cultural Development Commission Festival Song competition with the singleI Love JA, Deep Jahi was approached by a few labels, and decided to work with Rockstone Media Group, founded by Julian Jones-Griffiths and dancehall artiste Serani (which released successful projectsLife Goes On andPunching Bag). His association with the label wasn’t about releasing an album but learning the business.

He notes that there are many established artistes who are misled by labels or did not cover the necessary grounds before placing their signature on what turns out to be an exploitative contract. “It is almost tiring hearing the stories of reggae singers and dancehall deejays battling with a record label. I used the years on Rockstone Media to hone my craft.”

One year later

Now with his own label – Third Eye Vision Production – though he is yet to produce a musical project single-handedly, it has created rewarding partnerships with other production companies and labels that enable the progression of work over the past year, co-producing and as an artiste which results in a revenue stream. He explained that this approach works, as when you own your own company, initially it is very difficult to do it all by yourself.

“It is time-consuming for a recording artiste to voice him or herself, no matter how talented one is. So while I can produce my own album, this experience will show my proficiency not just as an artiste, but that I understand the work at every level,” he explained.

He notes that after taking the time to learn the business, each artiste should also know their strengths and weaknesses.

“That is done by learning to the fullest possible capacity and all emerging practitioners of the art should seek to understand all aspects of the business before thinking to self-produce.”

Harsh reality

At 28 years old, the singer is convinced that regular recording and releasing of singles is enough to show persistence. So far, he has created popular songs likeMotivation andGreatness, andTime, which is co-produced with an overseas record company. The single released approximately one month ago speaks to how time reveals who people really are and what they value, whether materialistic gains or each other. “It (continuous release of music) cannot be defined as flooding the market. In this case, having a large catalogue of official song releases forms a lasting threshold.”

Despite this, he notes that the harsh reality is that, “Some of us make it and some of us do not. We will see a lot of artistes come and go.”

But despite this he presses on, fighting through his music.

“My music is a reflection of life – there is no life without obstacles but one must persevere.”

Deep Jahi’s music is a fusion of dancehall, reggae and soul music that always bears a message about growth, and as a recording artiste and label owner he believes this year will be his year to execute his plans to assist other potential talent.