International recording artiste Dizzle Ja is continuing his winning streak as continues to embark on his current USA tour in the process gracing various stages with the likes of dancehall queen Spice and many other dancehall stars.
Following the successful release of his multi-genre album entitled My Time Now which climbed its way onto several international charts. The 14 track project which peaked at number 64 on the iTunes reggae chart and number 28 on Audio Mack shocked many musical pundits by selling and streaming way more than most of the current crop of “hot” local artistes.
According to Dizzle Ja he does not chase clout or hype, he simply makes the numbers do all the talking.
“I am a artiste that has charted all over the world so for me its a numbers game. Empty hype goes no where in the world of business and as a businessman/artiste/brand my approach is a bit more calculated than the typical artiste which gives me a distinct advantage” stated Dizzleja.
Having made his mark as a party promoter and as a “style icon” in the Unites States musical underground. The fast-rising deejay says that the time he spent traveling the world opened his eyes in terms of the importance of developing an image that is globally appealing if one is to become a successful artiste on the world stage.
“What is seen as trendy in Jamaica may not been viewed that way in America or across Europe because different territories have different perceptions and trends. As such one has to strike a balance in terms of creating a look that is globally appealing. Being an artiste is more than just singing songs, it is a business with many departments however image is one of the most important aspects because people look at you and sum you up before even listening to your music” Stated Dizzleja.
The St. Thomas native who describes his sound as dancehall trap says many local music pundits are not seeing the big picture because they are busy criticizing the changing sound of dancehall instead of properly developing brands that can compete globally.
According to the artiste dancehall music is an evolving sound but more focus needs to be placed on imaging and brand placement to pull the desired streaming and sales numbers.
“Trap dancehall or traditional dancehall should not be the center of the debate about why our music is not pulling the numbers that we know it can. The real debate should be what are we doing as a body to properly develop our talents to make us more marketable. We definitely have the talent that goes without saying and the world loves our culture so what is the missing element? Rhetorically speaking, Dizzleja will add that missing element and teach the others via image, sound, brand placement and create marketing strategies.” stated Dizzle Ja.
Currently Dizzleja is kept busy touring various states in the USA while promoting a cluster of singles in addition to recording for several international producers. His album My Time Now has been racking up both sales and streams on most major digital platforms.