Though Jamaican artists have been pigeon-holed or marginalized, they're finally taking off stateside. Meet Koffee, the first female artist to take home the Grammy for best reggae album—at 19 years old.
"I am hopeful we are now reaching that point once again, where a Jamaican artist will hit these types of numbers and do it with reggae/dancehall music out the gate," she said."And there is a good chance this will be a female artist."Frank Fieber
"We've curated our marketing strategy to break Koffee into the U.S., by amplifying the existing foundation of fans that she's built here," she said."This will be a transition from the core reggae U.S. scene to core R&B/hip-hop, then finally breaking through to mainstream.
And Skip Marley took off in 2017 as the featured artist on Katy Perry's"Chained to the Rhythm." Koffee and Chronixx collaborated with Justin Bieber and Ed Sheeran on the poppy summer-jam remix of"I Don't Care," a surefire way to extend their fanbase and enter the ears of those who otherwise might not get exposed to their music.
"To be honest, I haven't met [Rihanna] or spoken to her officially just yet," Koffee said at Miss Lilly's."But we have spoken indirectly through our managers.… We have plans to connect and work together in the future. It could be [on"I wouldn't mind doing both to be honest," Koffee said."I have a few ideas. I can't specify just yet. I will hear [Rihanna's] side of what she wants her accomplishments to be.
But the door is opening to more hybrid music. U.S. audiences are more genre agnostic, Protoje said, which is a boon for reggae.
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