Ding Dong moves and shakes with seismic influence
Published:Sunday | September 29, 2024 | 12:09 AM
Ding Dong’s seismic impact on the dancehall music industry over the past two decades is not limited to his captivating dance moves or reputation for producing catchy, clean song lyrics. His influence reverberates far beyond the music – shaking up everything from community building to fashion, aligning with corporate Jamaica, and amplifying the conversation about dancers’ rights and their contribution to dancehall culture. Ding Dong is not just a noted dancer and performer; he is an advocate, style icon and ambassador.
What sets him apart is his unique journey. It’s rare to see a dancehall artiste, who started as a dancer, form a powerful group like Ravers Clavers that remains rooted in the streets while transcending the space. While never losing sight of carving out his own niche, Ding Dong rocked stages with his music, dance, and dedication to the ones who have supported him.
The 44-year-old star’s recent birthday celebration, presented by Magnum Tonic Wine and Romeich’s Major Marketing at Mas Camp, was a perfect example of how he stays grounded in love for his craft despite the changing tides in the entertainment world. For Ding Dong, it has never been about the money but the energy, creativity, and respect for those who have helped shape his career. Despite the torrential rain that night, Ding Dong’s spirit and the party’s momentum never faltered.
“I have created so many hit dances, hit songs and buss so many other artistes and dancers,” he shared. “The key [to] what I do is the love of it. I never do music and dancing for the money, I just genuinely love it. Things and times have changed in the industry, nobody is doing it for the love of it but for what it can bring in, and to be fair, I can’t tell anybody to do it for the love alone because it is going to cost you too, but staying respectful, grounded, focused, and setting morals is what keeps me going.”
Ding Dong’s creative process, deeply intertwined with the contribution of the Ravers Clavers, starts with the pulse of the music. For him, it is all about how the body responds to the rhythm. “Your body reacts to sounds in different ways. I like to hear the music first, and then the energy flows. Sometimes, we have an idea for a dance move or song, then build off that vibe.”
BUSINESS SIDE OF DANCEHALL
Throughout his reign, Ding Dong has leveraged his influence to shake up the business side of dancehall, becoming an ambassador for major brands such as Magnum Tonic Wine, Grace Foods and Western Union.
“Being aligned with some of these corporate brands and serving as a global brand ambassador has been major in terms of my growth and responsibility – having to know how to always carry or conduct yourself – shaping me into who I am right now as an individual. Companies have to do their background research before taking up any in-the-streets dancehall artiste; they test you, observe you in public to ensure that you fit their vision before signing you,” he shared. “It is probably easier for me to create and follow certain lanes, as I do specific types of music and cannot do certain types of music actually, so that is another way it has moulded me as an artiste.”
In addition to dancing and music, Ding Dong has expanded his footprint into fashion with his DNDG clothing brand, launched in 2022, the same year he was dubbed the chief dancing officer of dancehall by Magnum. He has set his sights on taking the brand global.
“This has been happening for like two years now, and we want to reach that pinnacle of style and influence with the brand worldwide by putting out merchandise that consumers – the fashionistas – will love. The products are already available online,” Ding Dong revealed.
With his evolution from dancehall artiste to businessman, Ding Dong remains heartened by his journey and is forever grateful for the support of his family, fans and friends.
“Is just devotion and hard work, the ability to learn and keep going and growing and changing with the times without stepping away from your values and to be a businessman in the sense of becoming a corporate ambassador, you have to learn that not every money is good money. When you can build a relationship with a company, it is always greater. I think this is what helps me, and it keeps me humble.”
“To all my supporters and dancehall lovers that came out to my birthday party on September 21 and stood in the rain until it became so heavy that them have to leave through the storm… big respect and love to all ah unuh always. As the party just start 2:30 a.m., the rain come down hard, but it’s showers of blessings and love to you, and it reminds me how much I am loved in this dancehall arena,” Ding Dong added.