Music Executive Murray Elias Discusses Dancehall's Commercial Challenges

Following a controversial comment on producer Rvssian's post, music industry veteran Murray Elias has sparked a debate regarding the commercial viability of dancehall on the global stage. Elias, who is the founder and CEO of Mill Rock Music Publishing, touches on the need for dancehall artists to bolster their presence, particularly in the North American market.

The Rise of Afrobeats and Dancehall's Decline in Popularity

Elias points out that Afrobeats has become more commercially successful internationally compared to dancehall. He suggests that regardless of unity within the dancehall genre, artists from its rival genre Afrobeats are excelling as they are perceived to be better songwriters, singers, and overall artists, especially when it comes to crossing into the American mainstream.

Radio Play and the Role of Major Labels

Discussing the challenge with radio play in America, Elias notes that dancehall tracks, aside from the recent releases Talibans by Byron Messia and Drift by Teejay, are not getting attention on major radio stations. He states that even when songs cross over to urban radio, the lack of Top 40 or Pop radio coverage limits their growth.

Streaming Era and Dancehall's Club Play

Elias also addresses the change in how music is consumed, with more people streaming rather than purchasing music, which has affected the loyalty to artists. He reminisces about how dancehall from the 1990s and 2000s was a staple in nightclubs, an advantage that current dancehall music has lost over the years, partly due to a shift away from danceable beats.

Reggaeton and Afrobeats Outshine Dancehall

As reggaeton and Afrobeats have taken over the entertainment crossover space, dancehall's presence has waned. According to Elias, when dancehall started incorporating trap beats and DJs moved away from playing newer reggae, reggaeton and later Afrobeats filled the void, now dominating in terms of streaming numbers and radio play in America.

Major Label Signings and Success

Even with some dancehall artists securing major label deals, Elias points out the difficulty these artists face in producing radio hits and improving streaming numbers, with some being dropped by their labels. He suggests that a lack of understanding of dancehall culture and vibe from A&R representatives, who are more focused on data, may be a contributing factor.

Aligning with Music Metrics for Success

Despite this, Elias believes that proper team alignment and strategy can navigate through the label system. He emphasizes that until the quality of dancehall music improves and artists are able to produce party records with danceable beats that are radio-friendly, genres like reggaeton and Afrobeats will continue to outperform dancehall in American markets.

Sustaining Hits is Key

In conclusion, Elias maintains that the success in the music industry is driven by hits and the ability to follow them up with more hits, citing the example of Jamaican artist Sean Paul's career trajectory. While challenges remain for dancehall artists, the quest for hit records is still the path to commercial success.

music, dancehall, commercial