VALIDATION from the Jamaican market is always a concern for reggae artistes in the Diaspora.
Born in Halse Hall, Clarendon, singer Ammoye immigrated in 1994 to Canada and for the past 10 years has been plying her trade in Toronto. She is an unapologetic lover's rock act, likening her sound to that of JC Lodge, but says she also tries a fusion of dub beats and house music.
According to Ammoye, reggae is a big part of the music landscape of multi-cultural Canada thanks to the success of Sean Paul, Beenie Man and Shaggy.
"These artistes have helped to push the music in the younger segment of the market. Things are definitely getting bigger and better for reggae in Canada," she said.
Recently, in Canada, she copped the Caribbean Music and Entertainment Award and was named Top Reggae Artiste earlier this year. Her latest track is a lover's rock song called Radio.
The single is produced by Kemar 'Flava' McGregor, who first heard her singing backing vocals on a project for fellow singer Tony Anthony.
"He sent me 10 tracks and that one just jumped out at me... it really had the sound I was looking for."
Ammoye hopes an injection of cash from Canada music channel MuchMusic, will help push the single into the mainstream.
"I just received a grant from MuchMusic to shoot the video for Radio. This will definitely boost and support the reception I have received for this single and this is always great for an independent artiste such as myself," she said.
Ammoye is looking to drop her album in early 2013. However, she is keeping herself busy working on another project with the group Dubmatix.
"Dubmatix is more of that reggae fusion and the first single from that project, Revolution, is due out in January of next year with the album set for release in March."
Ammoye was recently in Jamaica to promote Radio as well as make contact with industry players.