Jamaica is seen by many as the musical Mecca of the Caribbean, a fact which drives many an artiste to the island in search of the soul that lies behind that music.
The story is no different for Chris 'DJ Chris' Serre.
At 16 years old, DJ Chris became 2001 Productions' first-choice selector not long after he got a shot at playing for the sound system during a gig in Toronto.
The union flourished, with DJ Chris entertaining full houses across the west side of Toronto and winning or placing in the top three in various DJ battles.
DJ Chris moved to Montreal and continued his musical journey, logging more than 15 years of professional experience in Montreal's top clubs and venues. Eventually, DJ Chris would return to Vancouver where it was much of the same. The DJ also worked on several party cruises for Royal Caribbean International and was rated the top DJ on a fleet of 22 ships.
"Playing on the cruise ship to a myriad of musical tastes exposed me to amazing music from all over the world and ended up being vital to my musical development overall," said DJ Chris.
Armed with his extensive experience and some professional home, studio gear, DJ Chris started a record label, New Brand Music, and a production house, 'Everyting Criss Productions'.
His ability to get inside a genre like roots, dancehall, or any localised sound, and make something that is new yet still faithful to its source is phenomenal.
The heavy-cemented bassline on new releases from Chuckle Berry and Luciano does not smother their distinctive delivery.
For the Label's next three projects, DJ Chris travelled to where Anthony Malvo took him to many of the top studios including King Jammy's, Anchor, Tuff Gong, Sly And Robbie, and Gargamel studios.
Those experiences opened his eyes to the roots of reggae music and the process of creating, playing, recording, voicing, mixing, and mastering it the Jamaican way.
DJ Chris is in the process of releasing the label's take on the classic Pick Up The Pieces rhythm that was originally done by Clement 'Sir Coxson' Dodd.
The first single from the rhythm, entitled Cyaan Draw Wi Out by Anthony Malvo, featuring Sizzla, has been getting rotations on radio all over the world.
DJ Chris is now building a professional recording and mixing facility, which will have the capacity to record an entire band and isolated vocalist live off the floor called Pure Vibes.
"The possibilities are endless if you always maintain a certain level of quality in your work," said DJ Chris.