American music industry insiders have indicated that dancehall music is getting some much-needed attention on urban radio this summer — the months record labels capitalise on the spending and consumption power of high school and university students.

In the late 1990s and early to mid-2000’s, a number of dancehall songs penetrated urban radio during that season. They include No Games by Serani; Hold Yuh by Gyptian; Gimmi Di Light by Sean Paul; Jook Gal (Wine Wine) by Elephant Man, Kip Rich and Twista; Angel by Shaggy and Rayvon; King of the Dancehall by Beenie Man; Toast by Koffee; I’ve Got Your Man by Lady Saw; Everyone Falls in Love and Give It To Her by Tanto Metro and Devonte.

Willie Daniels, an American independent radio promoter who has been tasked with promoting several Jamaican dancehall and reggae records to urban and mainstream radio over the years, shared his experience in promoting Jamaican records years ago compared to what exists today.

“One thing I think [is that] back in the day, by the time the songs got to us… they had time to grow within their own market. They came out on rhythms, did their time in the core [market], and then made their way to mainstream. That process would take months or up to a year even,” Daniels told the Jamaica Observer on Thursday.

He continued, “Now we lead with streams and Shazam as our story to say what’s a hit and, in most cases, there isn’t that time sitting in the core to build a foundation. So you may get on air but not stick, because there’s no real foundation.”

Currently, Daniels is working Byron Messia’s Talibans, Drift by Teejay, Turn Me On by 9ine and Jada Kingdom, and Mood by Shaggy and KES at urban radio stateside.

“All the early indications are that Talibans will do well. We are getting traction early in markets that usually come on later in these songs. I feel the team is in a great place on this song. As it relates to Drift, Teejay is developing a great organic story; we are just getting started with Warner now coming on board, I am really excited about this project overall because he has some strong follow-ups and wants it [success],” Daniels disclosed.

DJ Buc, brand manager at Hot 93.7 FM in Hartford, Connecticut, an urban-leaning radio station, when asked which songs in rotation he felt had the potential to cross over to the major charts and mainstream radio, referenced Talibans by Byron Messia and TeeJay’s Drift.

For his part, DJ Buc shared: “These days artistes come too fast with no artiste development at all. At times, I do believe that artistes like to push the envelope to get that shock value, instead of putting more effort into creating a great song.”

“I can’t speak for everyone, but I still believe that we want this genre of music [dancehall and reggae] to stay relevant [and] that we do find the gems and play them…Go back to creating songs that have intros, strong hooks and great storytelling,” he charged.

DJ Pup Dog, programme director at WJM-Jam’n 94.5 FM in Boston – iHeartMedia, said the classic dancehall crossover records are still in rotation. The more current songs, he said, include Gyal Dem Time by Teejay and Shaggy and Weh She Want by Beenie Man.

“The classics will never go away here in Boston. Our station is driven by ratings and we research and test these records week after week. Sean Paul – We Be Burnin, Temperature and Get Busy, Serani – No Games and Gyptian – Hold Yuh. The newer songs like Talibans, Gyal Dem Time and Weh She Want are great records and, hopefully, they connect with the masses in Boston. These kinds of records can take up to a year to connect with the masses,” DJ Pup Dog reasoned.

“I feel like dancehall got away from what made dancehall great. It was its own thing, didn’t share a lane. It actually created a lane that everyone has always followed until 2007 and beyond when music took a turn into fast-paced songs. Again, this just my opinion… I feel like dancehall started chasing the trends” instead of being the trend,” he continued.

Mike Swift, programme director at 93.9 FM WKYS in Washington, DC, said he knew that Byron Messia’s Talibans would’ve resonated with listeners the first time that he heard it.

“This record will have a huge impact on DC radio this summer,” said Swift, “Byron Messia’s flow, paired with the melodic vibes of the track, immediately made me think of a rooftop day party.”

Swift continued, “Songs with melodic and memorable hooks are crucial. I find that staying within the sweet spot of 88bpm to 105bpm tops is ideal for gaining the support of mix show DJs initially. Moreover, dancehall music is thriving because it offers a feel-good experience and stands out with its unique style… Today’s consumers are latching on to artistes who are staying their own identities.”

Over at WUSL Power 99 in Philadelphia, Programme Director Doc B said there are currently no dancehall records in heavy rotation.

“It feels like the energy has shifted to Afrobeats… more soulful, melodic titles for us. I am looking forward to dancehall making a comeback. Music, in general, has gone more melodic and soulful for urban radio. That is the direction it should go in,” Doc B opined.