Choreographer, dance instructor and founder of Dance Jamaica Academy Latonya Dillon, known professionally as Latonya Style, has relaunched her awards show after a 10-year hiatus.

The Dance JA Awards made its return a week ago after it was put on pause following its collaborative staging in 2012 with Orville Hall and Dance Xpressionz. The event, which was geared towards dancers and highlighting their accomplishments, has been transformed, with categories now encompassing all corners of dancehall – including content curators, cultural ambassadors, and even vendors who have been dedicated to the community.

“Dancehall and its varied contributors needed its premier awards show back. It had started in 2010 and was done three years in a row, but [through] online recognition on Facebook, where international acts were also highlighted. After each year of hosting, Dance JA would get lots of attention, so [it’s] back by popular demand,” Latonya Style told The Gleaner.

She said it became a challenge when the international dancers across European countries like Russia and Germany would outshine the Jamaican personalities in the various categories, due to them having a larger population and followings, as well as the “buying of votes”.

“I wanted to provide a platform for the dancehall community, locally and overseas, because it was flattering to see these persons embracing dancehall culture. That mentality of buying ‘likes’ made the international acts receive 1,000 likes, while the Jamaican categories only got five. And surprisingly, there were so many complaints not only from local, but international acts as well – there needed to be a balance,” Latonya Style said.

The dance master added, “It also became a means of the international acts getting validation. [It] turns out, though, the year that Dance JA Awards was put on pause became a big year for me and other dancers who were granted opportunities to tour; and then there was also a lot of disunity. That’s not what I wanted my platform to represent.”

Latonya Style revealed that she became bored, and going back to the drawing board was a way to keep active. She said that her thoughts were on the possibilities of creating a new platform for local acts or revamping what she had already started, when the entertainment industry and events sector was forced into lockdown due to the pandemic.

“Not only have dancers experienced a loss in income, [but] many of them also do not have any formal documentation of their work and dance creations, so that they can utilise to apply for jobs and even work visas. Awards shows, which are near to non-existent – with no more YVAs and similar platforms that included categories for dancers – are proof of their careers as professional dancers and entertainers, and validate their job titles. Down to the newspaper articles and features we use on our résumé.”

The Dance JA Awards adopted a one-hour live format at Uptown Mondays for its return, which saw more than 20 dancers receiving awards. Awardees included Tyreke Dirt for Dancehall Dance Move of the Year, Ding Dong for International Dancehall King and Boom Boom for Selector of the Year.

Latonya Style said she was proud of the parity seen in this year’s awardees. “There was an equal ratio of males and female. As I [have always] said, there needs to be a balance, and I like balance. The women really did good in the past year. Even though the pandemic stifled the industry, they represented well with creating visibility for dancehall, according to social media statistics and the nomination team’s analysis of their performance.”

She is also proud of this year’s staging. “It was done in an official way... the trophies done by Royale Trophies were glass, done in the shape of Jamaica, while others were plaques. I’m truly pleased with the turnout of the show and extremely grateful to Foster Shots for being the official photographer, and to Whitfield ‘Witty’ Henry, founder of Uptown Mondays. He was also gifted an old record player for his contribution and support. I want nothing but for Dance JA Awards to grow positively and expand its reach,” she continued.

stephanie.lyew@gleanerjm.com [3]

AWARDEES

Coote Boss – Popular Dance Move for ‘Rifle Walk’

Boysie Roses – Dancehall Pioneer Preserving Bogle’s Legacy

Sara Bendii – Best Dance Videos

Chriss Choreo – Best Dance Tutorials

Logo Logo – Loyal and Long-Standing Dancer in the Streets

Xqlusive Dance Crew – Favourite International Dancehall Group

Tyreke Dirtt – Dancehall Dance Move of the Year

Carlene Smith – Philanthropist Award

Pan A Knock – Dancehall Icon for Street Instruments

Joelle Powe – Best Dancehall Documenter

Boom Boom – Selector of the Year

Queen Nikki – Outstanding Female Entertainer

Pretty Pretty – Best Female Dancer-turned-Artiste

Ding Dong – International Dancehall King

Laa Lee – Best Dancehall Dance Songs

Dance Xpressionz – Outstanding Dance and Theatre Production for The Bartender

Monsta Boss - New Dancer of the Year

Tall Up - International DHQ of the Year

Desha Ravers - Dancehall Brand Ambassador of the Year

Kaytii Insanity - Female Dancehall Dancer of the Year

Chiney Gymnastic - Hot Female Dancer and Video Vixen of the Year

PTR (Pretty Pretty, TC and Rebel) - Favourite Female Team

Dyema Attitude - Female Dancehall Icon and Promo Queen

Marie - Top Dancehall Saleswoman

Maria Hitchins - Dance Advocate of the Year

Fashion Barber - Dancehall Fashion Icon

Don Daddaz - Top Dancehall Duo

Stacia Fya - Female Dancehall Pioneer

Shelly Belly - Male Dancehall Pioneer

Pata Skeng - Male Dancehall Dancer of the Year and Product of the Streets