Int’l Reggae Day puts dancehall on stage

Dancehall will be firmly placed in the spotlight this year when International Reggae Day (IRD) rolls around on July 1.

'From Brukins to Dancehall: The Global Influence of '80s and '90s Dancehall' is the theme for 2023, and according to the organisers, the intent is to showcase that era which helped to shape Jamaican music and its impact on global culture.

"IRD remains committed each year to spotlighting a chapter in the rich story of Jamaican music. We also place special emphasis on recognising the creatives and institutions who have contributed to each genre, while highlighting how each chapter has influenced and made its mark globally," founder and producer of IRD Andrea M. Davis told THE STAR.

Advocates for dancehall have long called for more recognition of the genre; for example, a dancehall category in the Grammys, its own month to celebrate the genre, and a Dancehall Day.

Although IRD is highlighting a particular era in dancehall, Davis emphasised the relevance of both genres, and also pointed out that the emergence of dancehall music in the late 1970s marked a turning point in the evolution of Jamaican music, driven by the vibrant sound system culture.

"Reggae and dancehall are important genres within Jamaica's global music legacy, along with mento, ska, rocksteady, dub and the sound system movement," Davis said.

Asked about the current dancehall trend, which has seen the emergence of a new sound and even a new name -- trap-dancehall -- and its impact and possible longevity, Davis was focused in her response.

"Dancehall continues to impact the world as it evolves," she said.

"But the success and influence of '80s and '90s dancehall remains the gold standard for innovation, originality, production, creative impact and commercial success in the genre," Davis told THE STAR.

IRD, the organisers note, is an annual 24-hour, hybrid global media festival, with events staged locally, internationally and online, anchored at ireggaeday.com and on IRD's social platforms. A simultaneous programme of media specials, as well as live and virtual events themed around IRD2023 and Jamaica's musical and cultural influence, is being hosted in participating countries.

First commemorated in 1994, the year's campaign and partnerships around the world are driven by the thematic focus. IRD's tagline is 'Unite. Uplift. Inspire'.