Five Questions With … NotNice
Record producer Ainsley ‘NotNice’ Morris had perhaps one of his most successful years in music in 2019. He released his highly anticipated Kyng Midas album to critical acclaim and the compilation landed in the top 10 on the Billboard Reggae Chart. Although it wasn’t his first time tasting Billboard success, the ace producer said the achievement was extra special as the Kyng Midas project was all him. The first time he entered the coveted Billboard charts was back in 2009 when Kartel and Spice’s Rompin Shop hit the Top 100 Charts. As he gets ready to build on his musical legacy over the next decade, Five Questions With … sought to get to know the producer a little bit better. We wanted to hear of his plans for 2020 and beyond, as well as his wish for the music industry and Jamaica.
What would you say was your biggest accomplishment in music for 2019?
The Kyng Midas album. That was my first solo project. I worked on the Pan di Gaza album with Vybz Kartel, but this album was all me. Billboard is a big achievement, and so that is one of my greatest accomplishments in music to date. Also, winning IRAWMA’s Producer of the Year was huge for me because it is an international award.
How do you see dancehall advancing over the next decade? What kind of changes do you anticipate will happen?
Me woulda need a crystal ball fi dis one, innu (LOL). But, if I should say, I would hope the business become more ‘business like’ so that we can take things on a higher, more international level. Me want dancehall get recognised pan di level of all the other big genres because it deserves it. I would also like the artiste dem to stop bad mind each other, and not just the artistes; the producer, the promoters, everybody. I want to see us take this business serious so we can build back the industry and make some money and make a meaningful contribution to the country.
What are your plans for the industry in 2020? Have you set any specific goals?
My plan is just to try and get myself established more on the international market. There is not much left here in Jamaica for me to do. Me buss whole heap a artiste, work with most of the top artistes, get producer of the year on different platforms so it’s really just for me to try and conquer a next market now. So that’s my plan for 2020. I’ll also be working on getting my artistes more out there this year: JaFrass and Jahvinci and Nordia. She is going to be the next big female to make it outta dancehall in Jamaica.
If you had one wish for Jamaica for 2020, what would it be?
People always say dem would want the violence to end, but me really wah reiterate that. Too much people a dead. The yute dem need something to do so we want some more jobs. Me woulda like see the Government take the music more serious and help with its growth. Stop lock off the party dem early because regular job hours a 9-5, dancehall a night job so if the working class can have a 9-5 working hour, we need our working hour too, starting from 9 o’clock in the night till 5 in the morning.
What’s the best thing about Jamaicans, that thing you admire most about us as a people?
Jamaican people a di best innu, inna everything. We just stand out from Jodi-Ann Maxwell time, Merlene Ottey, come right down to Usain Bolt, Chris Gayle. A baay superstar come outta dis likkle country yah. Jamaican people, anyweh inna di world yuh go you can recognise a Jamaican when yuh see dem, and me love dat. I don’t know if is something inna di water, but me love me country and me love the people dem.
I wouldn’t trade this country for the world. I wouldn’t want to become no citizen of no next country or nothing, a yah so me wah stay.