As the summer calendar of entertainment event fills out with more and more live events the discussion has turned to the level of fees being charged by dancehall and reggae acts.

In a post on Facebook, last week, event promoter Toni Blair shared her experience in trying to book an artiste for an event.

“I just inquired about a Jamaican dancehall artiste who I’ve booked before for US$25K. Mind you, this artiste has been around over 20 years with no new content since last booking. The manager quoted me US$70K. I kindly wished them all the best! #TooMuch #NoWay,” the post read.

The Jamaica Observer caught up with Blair, whose company Blair Rich Project Enterprises has been involved in events promotion for over 15 years.

“I have been an event promoter for over 15 years doing concerts and events from Orlando, Florida, to Los Angeles, California. I have brought artiste such as Mavado, Aidonia, Alkaline, Kranium, Macka Diamond, and Majah Hype, among others,” said Blair. “I am fully privy to the term of ‘yesterday’s price is not today’s price’; however, I feel the fees being charged by the artistes are extremely astronomical,” Blair charged.

She continued: “Five years ago I paid $25,000 all in for a particular artist. When I inquired recently, the price has increased to $70,000. Again, with all due respect, I know money must be made and prices must increase, but with limited new content this is entirely too much. There is no way for a promoter to make this back in a smaller market.”

Blair, who is originally from Kingston and who resided in Hanover before migrating to Florida, had some suggestions on how artistes and promoters can work together.

“I would suggest basing the price off of the market as it once was. Stadium or overseas shows are one thing, but local city events should be based on the capacity of the venue. Furthermore, once a relationship is formed a bit of leniency should be given to promoters who have booked, paid, and followed all contractual agreements. Working together in this light can ensure more quality bookings. We can certainly achieve more,” said Blair.

Peter Samms chimed in on Blair’s post on Facebook. He commented: “Biggest reason I refuse to do any more shows, every artiste has gone totally mad since COVID. Doubling and sometimes tripling their prices, while the crowds have been less. They can miss me with that and find an idiot; there’s a few out there.”

Renown for promoting several events in Orlando for over 30 years, Samms said he is no longer involved in events promotion.

“I gave so much to this business, in time, effort, work, and money. I have done shows with so many artistes, including Luciano, Ken Boothe, Gyptian, Wayne Wonder, Barrington Levy, Shaggy, Sanchez, Marcia Griffiths, Beenie Man, Bounty Killer, Shabba Ranks, Buju Banton, and Capleton,” said Samms in an interview with the Jamaica Observer on Thursday.

Malik Abdul also commented on Blair’s post.

“Going thru the same thing. Got quoted US$70K for a one song female artiste she has no Florida dates, sent in the venue info and they responded with a US$30K increase. I kindly refused. I’m still sitting here trying to wrap my head around it. I’m taking a chance with her at US$70K!,” he wrote.

Desmond “Shabba” Richards, a well-known events promoter from Central Florida who has done shows featuring acts such as Agent Sasco, I-Octane and Alkaline, shared his experience:

“I’ve been in promotion professionally since 2006. Artiste managers and booking agents seem to can’t tell the difference between an A market and a B market — example a Miami or New York vs Orlando, Florida. They can’t seem to tell the difference between a club venue or an outdoor venue. They want to charge the same price they charge in Europe everywhere else. Reggae/dancehall artistes don’t cater for grass roots promoters, only [corporations].”

Originally from Old Harbour, St Catherine, Richards has resided in Orlando for more than 20 years and recently co-promoted Bellevue Music Festival which was held in Orlando. He shared a possible solution:

“Artistes should resume doing package club tours (multiple artistes, like in the 90s) and offer good price. Instead of waiting on a US$100,000 per show, do 10 shows at $50,000 on a tour,” said Richards.

For his part, Josef Bogdanovich, CEO of DownSound Entertainment, promoters of Reggae Sumfest, said the prices that artistes charge for the local market are not viable.

“In order to survive and be sustainable as a concert promoter, local acts must understand the local marketplace and spending power of the market. They should also appreciate the importance performing locally gives them in the international market,” he said.