Carolyn Johnson, Freelance Writer

Burning Spear - File

Reggae and dancehall artistes are reaching as far as China, India, Singapore, Malaysia and Middle Eastern countries as reggae, one of the youngest yet most influential musical genres, continues to break new ground, carving out a niche in once strange territories.

"Israel is another good place for touring," veteran bass player Glen Browne told The Sunday Gleaner. Browne has toured with the likes of Luciano, Jimmy Cliff, Monty Alexander and Ziggy Marley and the Melody Makers, as he puts it, all over the world.

Touring is an important part of life for every artiste. It is not a matter of flying out for a show or two, but packing up artiste, manager and band to leave home for an extended period of time, visiting different cities and countries performing at numerous shows and working oneself to a near burnout.

Vital activity

This activity is vital as, along with record sales, touring accounts for a large percentage of an artiste's income. The tours are usually set up by booking agents, show promoters or recording companies. Artistes also tour as they promote themselves to markets outside of their normal stomping grounds, thereby establishing a larger fan base.

"For T.O.K. the best time to tour is either when we're about to drop an album or when a strong demand for us is there," said Rashaun 'Bay-C' Clarke in an email from London, England. The group was in transit to Germany for a concert. They refer to themselves as ambassadors of the music.

Grow in influence

As reggae continues to grow in influence across the world, markets are constantly being opened to both reggae and dancehall artistes. Yet, it is the former who seem to be busier overseas. This diet for roots reggae may have been created by the persons veteran bass player Glen Browne calls the earlier artistes, the likes of Bob Marley, Desmond Dekker, Jimmy Cliff, Burning Spear, Eek-A-Mouse and Culture. Yet, these are markets dancehall artistes are creeping into.

Among them, Europe, Japan and the North America are the most popular. "If you tour, you got to tour Europe because Europe play a big role in dancehall, reggae on a whole. If you not going to Europe or Japan, trust me, you nah go no wey," entertainer Elephant Man told The Sunday Gleaner. "U.S. nice, but we like in the U.S. every day."

Having worked with numerous reggae artistes, Browne has been on tour in France, Germany, Italy, Spain, Ghana, Zimbabwe, Ethiopia, Kenya, Japan, North America and the Caribbean, to name a few countries and regions.

While there is a niche in North America (including Canada),Japan and Europe Carlette DeLeon, publicist at Headline Entertainment, booking agents for many reggae acts including Sean Paul, Damian Marley, and T.O.K., says it is Western Europe that is most popular. According to her, to tour Eastern Europe "you would have to be a strong artiste", as that market has yet to burst open.

Africa also can be challenging yet rewarding, as customs and business practises are not always easy to deal with.

While many shows are done in Central and South America and the Caribbean, DeLeon explained that these markets do not necessarily facilitate touring as they are weekend driven. "We hardly do island tours 'cause we go dem place dey like every weekend. Friday, Saturday, tek a little banana boat or a mosquito plane and we back," Elephant Man said.

While about 10 years ago the average tour lasted two to three months it is now not uncommon for tours to be just four weeks, the artiste heading out for two to three times a year. There are artistes, however, who tour for five months or more. Though DeLeon failed to put a figure on the number of shows an artiste does on an single outing she says that ideally at least four shows are done per week.

"Me haffi do all 50 to 60shows, sometimes it extend to 100 shows," Elephant Man said. "We get a break like one day in the week, but every night." Macka Diamond also attested to this. "We work all week, probably get a one day off," she said.

Though summer is one of the biggest seasons for touring it is by no means limited to that period, but is linked to the area being toured. For example, Europe seems to be the hit for summer with popular festivals Summerjam, Rototom Sunsplash and Reggae Jam between July and August. Added to this Elephant Man says there are a lot of shows in the United States during the summer.

Then there is the winter season. Browne explains that "it's a big part of especially promotion with new artistes". These are college tours where concerts are held are indoors across many school campuses. Browne goes on to say that it was this college scene that broke most of the big artistes.

But touring is not all fun, especially with being away from family and friends. For Browne his largest challenge is discrimination, both as a Rastafarian and being black. "Trying to get the big record companies to market the music more effectively," he identified. "When you don't play the game the way they want you to they shelf you." He says it is hard to get them to accept how you are (the artiste), and culture and not water it down.

DeLeon explains that money management is also an issue. "It takes skill to manage the books while on the road," she said. Added to this are language and cultural barriers, especially when visiting 12 -15 countries in Europe, each with their own currency, tax and regulations.