- CONTRIBUTED
From left, Rising Stars Cavan, Candy, Diana Rutherford, publicist Jon Baker and Renee at the launch of their CD 'The Singles Collection'.
Alicia Roache, Staff Reporter
THERE HAS been a gradual evolution of the image of the female dancehall entertainer. In the beginning, there were Muma Nancy, Lady Mackerel, Lady Ann, Sister Charmaine and Lady G. They were hardcore dancehall deejays and their images reflected this focus.
In the middle came Lady Saw, then Tanya Stephens and later CeCile, along with a softening of the image, which may or may not have been linked with the highly-sexual subject matter in their songs.
It is by no means the end of the road for female entertainers and dancehall, but today there has emerged a new breed of female entertainers, young, beautiful and glamorous.
They have the image of 'the star' from the moment they make their debut on stage and for public viewing. The Rising Stars, Renee, Diana and Candy; girl group Brick and Lace, Tami Chin, Alaine Laughton and Kris Kelly are some of the newer female acts who have a decidedly superstar image. Glossy, clean, glamorous and stylish, the images of the singers transcend the 'hungry new artiste' look of days gone by.
BRANDING THE ARTISTES
Jon Baker, CEO of Gee Jam recording Studios (a state-of-the-art recording facility in San San, Port Antonio) and A&R and image consultant to the stars, was directly responsible for imaging the finalists in the Rising Stars competition. Even this process, where artistes are branded and styled while taking part in a talent contest, was a relatively new phenomenon when the Rising Stars TV show shot to popularity in August 2004.
Part of Baker's responsibility was, according to him, to "take the diamonds in the rough, say 'lose the 'mumsy' image the image of the talent contest and put them in a context in which they can stand up with any new, whether it be R&B or reggae, talent on an international level."
Baker, who had early experience in image making while working for one of the world's most noted fashion photographers, Vivian Westwood, and promoting artistes including Queen Latifah, Doug E. Fresh and PM Dawn, believes image is essential in the international music industry, which ultimately is the focus of the Rising Stars. This belief and experience have informed the way the Rising Stars have been promoted.
"Style and image are important. It's important in R&B music, in hip hop music, and clearly it's important in dancehall music. But often people don't consider how important it is when they are on the rise," he said.
Baker, along with what he describes as "international star and image makers", including Rick Elgood (director of the One Love and Dancehall Queen films) and Storm Saulter, noted video director, have made Renee, Candy, Diana and the male of the crew, Cavan, into the image of international stars. At a recent launch of their debut record The Singles Collection in Kingston the artistes, who have been in the music business for less than a year, were treated like celebrities, limousine ride, red carpet, press and media coverage included. The event also attracted local and international stars, including models and video and movie directors.
The effort which is put into promoting that image suggests that looking like a star is an important part of not only becoming a star, but also reinforcing the public's perception of the artiste as one.
IMAGE VERY IMPORTANT
"If you're a brand new artiste coming out and you look good, even if yuh song nuh that hot people will basically know who you are because of the way you carry yourself and because of the way you're portrayed," said singer CéCile, who is regarded as one of the more stylish female artistes, sexy and sassy.
Odessa Chambers of Fiwi Music, which manages Kris Kelly, also believes that image is an important aspect of being taken seriously as an artiste, especially in the age when reggae and dancehall have achieved crossover success. "To me it's very important whether it's a reggae artiste or a pop artiste. Kelly is an upcoming reggae star and you have to look the part to be taken seriously," she said.
Macka Diamond, formerly Lady Mackerel, can testify to this fact. According to her, softening her image from the 'ragamuffin' has improved the way people perceive her. "When I started wearing straight hair and look elegant people greet me different. It's like I started looking prettier," she said.
But are good looks and perfect imaging enough to guarantee an artiste's longevity in the business? "Ultimately it can't," says Baker, "but it can certainly enhance the overall package that you are selling to your potential fans. If you look at Madonna, Alicia Keys, all of the great female artistes, they have reinvented their image with the release of every second or third album to keep people interested, to keep people excited. And that's very important, because its about entertainment."
It seems to be a popular position. "You have to have the talent and the stage performance. You have to have the craft," says Macka Diamond. "But still, if yuh song a kick you have to have the image too."
However, many new and upcoming artistes, unless they are signed to an international record label or are Rising Stars, do not have the talents of stylists and image makers at their disposal. This is the case with artistes like Kris Kelly, CéCile and even Macka Diamond, who have had to develop their own image and execute it, sometimes with the help of close friends and family. "Kelly styles herself, but asks everybody's opinion. She works very closely with her parents as well," said Odessa.
Macka Diamond designs many of her outfits, including the now famous 'money suit' worn at Sting last year, and CéCile says her style is personal, not just professional. In fact, each of the artistes who spoke to the Sunday Gleaner said that the image they have is not manufactured. "It wasn't a conscious decision," says Kris Kelly. "It's something that comes naturally from me. Whatever you see on stage, that's how I dress."
Baker agrees that an artiste's image should "happen naturally" and not be contrived by record companies. "I think they (artistes) need to recognise their image. That's very important. If they have limitations on their own ideas they need to bring someone in to help them, but they need to feel comfortable in what they look like and what they wear, because you can always tell someone who doesn't," he said.
The Rising Stars are styled by local fashion designer and stylist Dexter Pottinger, but Baker explains that what you see in the media is a reflection of who they really are. "They've all got very individual styles. Yes, they are enhanced and helped by Dexter, but they really know what they like," he said.
