These are good times for singjay Demarco. His latest song, Who The Hell Cares, has been rocking dancehalls for weeks, and he says his fan base has expanded, especially in Africa and Europe.

In October, Demarco received the Best Male Dancehall Artiste Award at the 34th International Reggae And World Music Awards (IRAWMA) in South Florida.

It is a turnaround in fortunes from 2014, when he released a sexually charged song, titled Ride, accompanied by an even more salacious video.

Both were largely criticised.

“It has been a tremendous year, I can’t complain. I had a lot of shows and even visited Gambia for the first time. My songs are still relevant, so it’s a good look, really,” he said.

In addition to Who The Hell Cares, Demarco is getting good play with Lava, Case, Pop Mi Collar (an ode to dancehall icon Gerald ‘Bogle’ Levy) and Tilt Your Body.

Speaking with the Jamaica Observer yesterday, he admitted it is tough staying relevant in the music industry.

“It’s really hard, but once you have a good team and continue to do the songs that the fans want to hear, it will work in your favour. Social media has assisted me a lot as well. Persons get a chance to see my face and music and that helps me to stay in their minds,” he explained.

Demarco, whose given name is Colin Edwards, started as a selector for the sound system, Future Disco.

Since his recording debut in 2004, he has released popular songs like Fallen Soldiers, True Friend, I Love my Life, andMy Confessions. In 2014, his career ignited with songs like Puppy Tail, Loyal, Ride and Good Book.

He is preparing for a European tour in January.

— Simone Morgan