For us, it’s about the song. While artists bring a certain magic to a recording, “a hit is a hit in the basement.” We believe it made no difference whether Smokey Robinson assigned “My Girl” to The Temptations, The Four Tops, or recorded himself as Smokey Robinson & The Miracles, the song was going to be a #1 hit for Motown.
We also believe the majority of the people in the world who love music enjoy more than one musical genre -- no matter what their favorites -- even classical and opera buffs. We therefore believe that by writing “hooky,” melodic songs with something to say, putting infectious, “rootsy,” reggae grooves under them, and then coloring them with the traditional feel, instruments, musical licks and vocal flavors of other genres, our records will appeal to the crossover fan-base of those markets, too -- as well as to reggae lovers.
Our primary audience and market will in all likelihood be demographically attractive baby boomers with a musical frame of reference from, and tastes shaped by, these other genres, in addition to the adolescents, college students and 20-somethings who’d like to believe they “discovered” Bob Marley and Jimi Hendrix.
With only the greatest respect for the island and Rastafarian roots of our sound, we are not a reggae label (like Ras, VP, Greensleeves). We believe our audience is world-wide and with eclectic tastes; they’re not purists and aficionados in the islands or émigrés who expect reggae songs focusing on the divinity of Jah, the prophet status of the late Ethiopian emperor, Haile Selassie, social protest and revolution, or the struggles of the faithful against the evils of Babylon. Just as the shouts and hollers and the call and response music of the slaves found their way into the black church and from there into rhythm & blues and rock & roll, the crossover appeal of reggae and its always deceptive simplicity has grown far beyond the creative borders of Jamaican musicians and artists into a highly adaptive musical seasoning. You can taste our music as well as hear it. Like the syncopation of our rhythms, our lyrics are hot, cool, sweet and tart all at the same time. But they all have soul.