ENTERTAINMENT lawyer and music insider Lloyd Stanbury has added his voice to the conversation regarding reggae’s standing at the Grammy Awards.

Musician Ibo Cooper and producer Mikey Bennett raised the issue one week ago at Reggae Open University, a discussion series organised by the Jamaica Reggae Industry Association (JaRIA) as part of Reggae Month activities. They argued that the music lacks popularity and status, which comes with sales and presence, to earn a spot in the live telecast of the Best Reggae Album Grammy category.

Stanbury disagrees.

He noted that sales cannot be used to determine strength of the music, since the Grammy Awards is not based on sales but rather a technical assessment of the product judged by peers which includes writers, artistes, engineers and producers.

“For me, the major deficiency is that we are just finding excuses not to value what is our own thing. The primary means to correct this is to stop providing excuses as to how we can’t move the music forward, organise and centralise efforts and just get it done. We, the reggae community globally, need to appreciate the value of our genre and up our game in terms of marketing and professional representation individually and collectively,” he argued.

Stanbury suggested that teaching the history of reggae to youth so they can understand and gain full appreciation of the music and its impact globally is a good start. In addition, there must be recognition within the music industry that it takes a professional outlook to be taken seriously on the international stage.

“Ultimately, persons have to become members of the various organisations such as JaRIA, JFM (Jamaica Federation of Musicians), JAMMS (Jamaica Music Society) and JACAP (Jamaica Association of Composers, Authors and Publishers). There is very little these organisations can do without members. But here in Jamaica it is difficult to attract members. But the truth is that is the only way to a stronger industry,” said Stanbury.

He conceded that there is difficulty attracting membership to these groups.

“We just have to find creative ways to interface with the industry. Seminars and workshops will continue to attract dwindling audiences unless the industry feels that there is something immediately available for them. I say dangle a carrot… it works. Jamaicans respond to superstars and celebrities. Bring in the international stars and then once you have the audience, start the conversation, who wants to pick up the relevant information will do so, but we must engage them, especially the young people,” said Stanbury.

Since gaining Grammy status in 1985, the Best Reggae Album category has never been broadcast live. It remains a sore point with artistes, producers and administrators.

— Richard Johnson