Thu | Jan 17, 2019

Producer credits Internet marketing

Published:Friday | August 12, 2016 | 12:00 AMCarl Gilchrist
Tevin Richards
Deep Jahi

Tevin Richards, CEO of Ocho Rios, St Ann-based YGF (Young Generation Fraternity) Records, is lauding the benefits of cyber-marketing, which he has used to get his music to a wider market.

"Social media has played a significant role for the independent music producer seeking to break their songs in a wider market," Richards said. "My 2015 production, 'Chronicles of Success' rhythm, has benefited from cyber-marketing," he added, noting the number of views it has racked up on Facebook, Instagram, SoundCloud and YouTube."

Richards, one of Jamaica's younger dancehall producers at 21 years old, said this response to his music is an achievement. "It means a lot to me. It shows that marketing is a key aspect of today's music industry, and once you and the team channel the music in the right direction, it will reach out," he said.

Richards claimed that four songs in particular on the 'Chronicles of Success' rhythm are doing extremely well. Vershon, who has had popular songs such as Inna Real Life, Mercy of God and Use to Hungry, does Neva Happy Fi Mi, and Jahvillani has done Get Rich or Die Trying. Zamunda has done Two Grand, and Motivation is done by Deep Jahi, which has over 100,000 YouTube views, Richards said.

YGF, teaming with Junkyard Music, has produced several rhythms over the past few years, building a reputation of working with young, up-and-coming artistes.

New releases from YGF include the follow-up to 'Chronicles of Success' rhythm, the 'Chronicles of a Woman'. It features contributions from Vershon, Zamunda, Jahvillani, Devin Di Dakta, Khago, Deep Jahi, Dann-I and Mesmo.