FINDING THAT EXCEPTIONALLY talented dancehall artiste is like digging up a priceless diamond out of a pile of useless rocks. Similarly, after putting effort into finding the talent, even more effort it seems is needed to get the artiste ready for the limelight.
Producers and managers have always stated how hard they have had to work to 'build' certain artistes. They will tell of the pains they went through to move the artistes from the point where they discovered them, to the point where they are after their success.
Some managers work on building the artiste's image, others work on their intelligence, while some choose to sharpen their interviewing skills. They all agree, however, that a certain amount of effort is needed in building the skills necessary for the artiste to progress.
The formula
At Penthouse, boss Donovan Germaine has fine-tuned a formula which has worked there since the '90s. Penthouse has groomed the likes of Buju Banton, Tony Rebel and most recently Assassin along with several of our more talented engineers and producers.
In a recent interview, Germaine said that he not only teaches them to focus on quality music but also how to be business minded. "One of the things we try to teach them is that this business is one without pension. Today you are a star, and tomorrow nobody knows you, so they have to learn how to manage their resources."
For that reason Germaine added, when they get the lucky break, one of the first things he encourages them to get is a home. "When you have that, if anything else fails you have something valuable which is yours."
With that in the bag, another quality that some producers try to give their artistes is the right attitude. This varies and may cover any area from their approach to the public to their approach to recording, to their general lifestyles.
Intelligence important
As far as musician and producer Mickey Bennett is concerned, an artiste has to work on his intelligence, which he argues is too often taken for granted. Intelligence in the artiste, he feels, is necessary for two main reasons: one is for effective communication, and the other is for proper representation overseas when they are being interviewed by foreign media.
"This (intelligence) is what allows the producer to communicate effectively with you as an artiste," he stated recently "Also, when you go overseas, it is what allows you to act as a good ambassador for Jamaica, so you really need it."
For producer Richard 'Shams' Browne, his route is to get the artiste to adopt a receptive attitude towards correction, while Bobby 'Digital' Dixon has the same recommendations.
According to these producers, when they spend their efforts in creating this type of artiste, it will allow the artistes to adopt the recommendations which work out better for their career.
