Reggae and dancehall artiste Cashan is urging emerging performers to reconsider paying established artistes for collaborations, citing her own experiences of investing in recordings that received little promotional support from her collaborators.

The singer, whose collaborators include Valiant, Chronic Law, Pablo YG, Yaksta, Richie Spice, Louie Culture, and Topmann, recently raised the issue during an interview on Nationwide FM’s E-Zone.

“My personal experience led me to this view. I’ve paid for collaborations, yet received little to no promotional support. In most cases, there hasn’t even been a repost or an effort to use the song. I believe collaborations should involve genuine support from both sides,” she explained.

Cashan said nearly all her collaborations were paid arrangements, but requests for promotional assistance often went unfulfilled.

“I expected artistes to repost and use the songs, but that never happened. When reminded, they agreed, but never followed through. Some accepted my Instagram collaboration posts only to remove them days later, while others never accepted them at all,” she disclosed.

She believes her position as an emerging performer may have influenced the response, suggesting that an established name would have received greater support.

However, Cashan singled out veteran reggae singer Richie Spice for his professionalism.

“Richie Spice is the only artiste who has genuinely helped promote our collaboration. Collaboration must be more than collecting a fee or just recording a song. Artistes need to actively support the music they’re part of,” she stated.

Her message to emerging artistes is to look beyond the attraction of a prominent name and consider whether the collaboration will come with meaningful support.

She said carrying the promotional burden alone limited the songs’ reach and reduced the value of her investment.

“I believe promotion should be part of the collaboration. Once I’m featured on a song, it’s my music too, and if it becomes a hit I benefit from its success. I shouldn’t need a separate fee to promote a song I’m part of,” she reasoned.

Although she acknowledged that collaborations can introduce emerging talent to wider audiences, Cashan said her experiences have changed her approach.

“To each their own, but based on my experience I wouldn’t pay for another collaboration. I want artistes to approach me because they genuinely believe in my talent and music, not simply because money is involved,” she declared.

She also urged established performers to support the recordings they participate in.

“Promote the music you collaborate on. Never underestimate the power of a song to take your career to the next level, no matter how established you think you are,” she said.

Meanwhile, Cashan is currently enjoying strong rotation with her new single Take It Easy.

— Ralston Barrett