Youth honour dancehall roots

While many individuals in their early 20s are heavy listeners of new-era dancehall superstars like Masicka, Alkaline and Intence, 21-year-old Sheyenne Leslie and her UWI Marketing Association (UMA) team recently championed the appreciation of ‘90s dancehall through a virtual party dubbed ‘Step Out.’ The UMA team had won the Smirnoff FAME Frequency Party Pitch after submitting the ‘90s dancehall-themed party idea.

Acknowledging that most people her age do not gravitate towards music of that decade, Leslie says dancehall in the 1990s has an appeal that inspired their winning pitch. That presentation was then transformed into a virtual dance, held on Saturday, September 5, with viewers tuning in on the digital platforms of FAME FM and Hitz FM. as well as TVJ, RETV and 1Spot Media. “We’ve noticed a disconnect between university students and authentic oldies dancehall culture, especially the music. When we used to go to parties, the ones catering to our age group, what we heard mostly was new-era dancehall, soca, and maybe some hip hop. This was a way to not only show our appreciation of the culture, but to also bring authentic dancehall vibe to those at home searching for some entertainment,” said Leslie, UMA vice-president.

From the fashion to the music, the artistes and the dances, there is no doubt that the ‘90s produced many iconic moments, which the UMA team brought to life in the virtual space. “Young people don’t listen or appreciate ‘90s dancehall as much, which is a shame because it is the real authentic dancehall style. This is where a lot of new artistes get their flow from. We should embrace and enjoy it, no matter our age. We wanted to bring ‘90s dancehall back, to celebrate the foundation of new-era dancehall and other genres across the world, and I think we achieved that. We would like to thank Smirnoff and FAME for the opportunity and hopefully, when things get back to normal, we can take this party outdoors with sponsors on board,” argued Leslie.

Viewers at home that tuned in to the party were treated to hit ‘90s songs from Captain Collin Hines, DJ Narity and King Taj. They were also treated to an energetic guest performance from Agent Sasco and timeless dance moves from renowned dancer Orville Hall of Dance Expressionz

Judges impressed

“The Step Out team impressed the judges from the start of the competition. It’s not often that you see young people advocating for ‘90s dancehall music. They executed their pitch well and the party had a few exciting ideas that grabbed the judges’ attention. All the entrants did absolutely amazing, so it was a tough decision, but I think the judges got it right. The outcome on Saturday proved that, as it was full of energy and lived up to expectations. From the dance clash to the zinc set-up, vintage fashion and music, viewers were certainly entertained,” said Reshima Kelly, Smirnoff junior brand manager.