Caribbean Export OUTLOOK 2016 - 2017

OUR COMPETITIVE ADVANTAGE

What many may not know is that Shaggy is a veteran of the Persian Gulf War, serving in the US Marine Corps in Desert Storm. He attributes this experience as his inspiration for Boombastic, which earned him a Grammy Award for Best Reggae Album in 1995.

of yourmoment, as the business of music is always changing,” he advises.

Bursting onto the musical scene in the 1990s as ‘Mr Boombastic’, musical icon Shaggy has thrilled audiences with his smooth baritone voice and rugged good looks.We have come to affectionately know him as Shaggy after Scooby Doo’s sidekick, for his shock of hair, and charismatic personality; but he was actually born as Orville Richard Burrell, on October 22, 1968. Shaggy was created with a special gift to offer the world. He has undoubtedly been an instrument of change in transforming the face of contemporary reggae, fuelled by a passion and love for his people, hismusic and his purpose. His career has reflected not only his dynamic musical talents, but also his determined and tenacious spirit to be a pioneer in the business of music transcending generations. In some spheres, he is considered the biggest crossover success in dancehall reggae. Shaggy’s childhood ambitions were to become a fireman, like most little boys with adventurous and curious spirits. However, after seeing one performance by King Yellowman, he caught the music bug. The multifaceted musician, songwriter and deejay is still writing his story. Today, Shaggy is a not only a sensational singer, but a happy husband, fantastic father, booming businessman, aspiring actor, and passionate philanthropist. What many may not know is that Shaggy is a veteran of the Persian Gulf War, serving in the USMarine Corps inDesert Storm. He attributes this experience as his inspiration for Boombastic, which earned him a Grammy Award for Best Reggae Album in 1995, two years after the release of his debut album, Pure Pleasure. More success was around the corner, as he went on to record hit after hit for the next two decades, propelling him to international fame. In 2000, Hot Shot was No. 1 on The Billboard 200 and UK Album Chart. The diamond-plus recording artiste has proven his ‘Out ofMany, OneMusic’ acclaim, with a protean portfolio of offerings. Shaggy has performed alongside the likes of Michael and Janet Jackson;

penned a song for the Union of European Football Association (UEFA) Euro 2008; contributed a song for a Pepsi commercial; and in 2009, recorded the single, Fly High, which was used in a television commercial for Ferrero Rocher’s Ice Cream Bar. Shaggy is also the first dancehall artiste to perform in South Africa following the abolition of apartheid. These opportunities opened doors to the European andAfricanmarkets, exposing his genre of music to receptive audiences who preferred slower melodies and the songs performed in their entirety – unlike his West Indian counterparts’ passion for “pulling up” the tunes mid-way. Shaggy’s ability to acknowledge and entertain his audience has caused him to further break barriers worldwide, taking reggaemusic to newheights in Pop, Rap, andR&BCharts, and reaching platinum record sales in the US. Through the years, Shaggy has successfully reinvented himself and is a source of inspiration for upcoming talents. “Firstly, as an artiste, youmust have a marketable brand that can be received by the masses, attract sponsorship, and then fiercely protect it. Be very careful with your actions to stay pure to that brand,” he says. The affable businessman identifies a solid work ethic and a likeable spirit as two key factors for success in the music industry, adding that an artiste must be articulate, charismatic and be able to sell his or her talent. In essence, he says, they must believe in themselves. “You are [only] as good as your last record. To stay at the top in this business, you always have to reinvent yourself and be one step ahead of the game. An artiste has to be able to bridge the generational gaps. There is no such thing as co- existence, there is no room for two ‘hot’ artistes; one takes the spot until they are replaced. There is always someone else waiting to fit your shoes. Everything is just for a while . . . somake themost

Shaggy went on to explain that because music is alive and dynamic, artistes must be prepared to evolve along with it. “As the industry is very technology driven, there will be associated challenges. From the sale of records and cassettes in the 1980s and 90s, to the hits and downloads on iTunes within the past decade. This business has changed dramatically,” he notes, as he encourages his music colleagues to remain on the cutting edge and stay informed of industry trends. Another aspect of the industry that Shaggy believes an artiste must be very knowledgeable about is Intellectual Property (IP). This refers to the creations of the mind: inventions, literary and artistic works, designs and symbols, names and images used in commerce. “An artiste’s IP is protected in law by patents, copyright and trademarks, which enable them to earn recognition or financial benefit from their works. There is also the need to merge creativity and innovation in an environment that serves both the artiste and the audience,” the singer points out. Having pursued music as a career, Shaggy has had the experience of not only song writing and performing, but also the establishment of Big Yard Music Group, playing an instrumental role in the careers of artistes such as Brian & Tony Gold, Kiprich, Rayvon, Rik Rok, Voicemail, Richie Loop, and Christopher Martin, among others. His words of advice and encouragement also propelled long-time friend and mentee, Tessanne Chin, to participate in and then win The Voice competition in December 2013.

His advice on staying on top of the game?

“Do extensivemarket research on the latest trends . . . [because] youmust first fully understand your

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