Expect more intense publicity stunts - Industry professionals say it is a necessity in the digital age

Publicity stunts are not particularly new to Jamaican entertainers, but Janice Young, radio personality and public relations specialist, points out that a lot of the time, the tactics may go unnoticed.

"There are orchestrated relationships and drama to promote music and even events like starting a war between artistes to promote an album," Young told THE STAR. "I think generally what has happened in latter times is that the stunts have gotten a little more intense and we can expect that because artistes believe they have to up the ante each time, especially they have to outdo someone else that is doing another marketing or publicity campaign."

Various dancehall artistes have been accused of publicity stunts but only few have revealed actually making plans to attract attention.

Young said, "There are some critics and fans who might feel this is too much or ridiculous, but nothing is particularly wrong with it unless it crosses some lines where it is extremely vulgar or pornographic. Now that is when the stunt becomes distasteful."

She said that in the digital age and with the pandemic, where realistically the visibility is all online, all entertainers want to go viral.

"There are many who are willing to do anything to go viral and we know the ones that are popular right now, being talked about on every platform. The important thing is, after doing a publicity stunt, whatever material the artiste is trying to get attention to, it actually has to make sense. It doesn't make sense to go through all extremes to get attention and the product or material is not trending," she added.

Controversial dancehall selector Foota Hype is adamant that "publicity stunts do not keep me relevant. I don't do them, my thing is natural."

He said that while he has seen stunts help artistes, "It can be something very dangerous. If you don't master it, it will cripple you".

He pointed to Spice's images of her body with lighter skin, which was later revealed as part of her speaking out against colour discrimination.

They feel betrayed

"That worked tremendously because she is still benefiting from it today and the moral point she was showing the world, was presented on an excellent level. She wasn't bombarded after they found out it was a stunt," he said. "(This is) Unlike Alkaline, who used the tattoo eye stunt and it did work for a couple years, but when he removed the contacts, it was diminished because people defended the possibility of him tattooing his eye; they feel betrayed. Not that he is not talented but the basis on which he became a giant superstar is not by lyrics."

Foota Hype said that fans are quicker to criticise the acts rather than the reasons behind them.

"The magical question any fan needs to ask is,"Is it a publicity stunt or a dire need to survive?" he said, opining that what people are seeing lately are publicity stunts, using D'Angel's OnlyFans move as an example.

"Regular fans don't understand the impact the lockdown has had on the entertainment industry," he said. "I think she is trying to make some money. People working in stores, call centres, in restaurants as a server, even if you work in a patty shop, you are better off than our local acts. Their music is not being bought by local fans and them have the artiste rent to pay, the artiste lifestyle to maintain and children to take care of. Our artistes, who nuh really rich, are actually in need of stable income."