The Future of Reggae and Dancehall Discussed at Island Music Conference in Jamaica

“I would really like for the artists to come in and make connections and understand the game and not get fucked like the old ones did,” said Shaggy of the third annual confab.

Shaggy (left) and Jerry Wonda Ismail @Calligrafist Sayeed

Artists, tastemakers and executives converged in Kingston, Jamaica February 19 through 23, 2025 for the third annual Island Music Conference (IMC). Launched in 2023 by co-CEO’s Judith Ann Bodley and Sharon Burke, along with Chairman Orville “Shaggy” Burrell, the conference has quickly established itself as a premier hub for networking, music discovery, and critical discussions around the future of reggae and dancehall.

This year’s event, held primarily at Courtleigh Auditorium in downtown Kingston, brought together industry professionals for an array of panels, workshops and performances, offering both new and seasoned artists a chance to gain invaluable insights into the evolving music landscape.The conference kicked off with a cocktail event Wednesday evening, followed by all-white dinner hosted by Shaggy. The “Boombastic” singer, who has long been a champion of dancehall reggae’s international expansion, sat down with The Hollywood Reporter to discuss his role in the conference and why he felt compelled to be part of it.

“When Sharon [Burke] tell me to do something, I can’t say no,” Shaggy shared. “She came to me with an idea, but she also knows my spirit and knows my thing is to really give back. We’ve done so many things together for the culture.”

Burke, the co-founder and president of Solid Agency, has played a pivotal role in shaping reggae and dancehall’s global presence, having been involved in Reggae Sun Splash, Fully Loaded and Buju Banton’s Long Walk to Freedom tour. According to Shaggy, her deep-rooted experience in the business, combined with his industry knowledge and Judith Bodley’s media connections, made IMC a natural extension of their shared mission.

Ismail @Calligrafist Sayeed

“A lot of people understand that everything that has moved the needle in the culture, Sharon Burke has been involved in,” he explained. “We’re friends and we have the same spirit, the same vibe, the same intention and same love for the culture, so to come with something like this, where she knows my knowledge of the business of music and that us bringing people in here to teach a lot of people would work. So far it’s been a great reception.”

IMC’s comprehensive offering of panel discussions featured a who’s who of insiders including Max Glazer, BBC Radio1 Extra’s Seani B, Ray Daniels, Kardinal Offishall, DJ Enuff, Stacy Barthe and Jerry Wonda.

Notable sessions included:

“How Streaming Platforms, Artificial Intelligence, and Virtual Reality Are Shaping The Music Industry”: This panel explored the integration of technology in music production and distribution, emphasizing the need for artists to adapt in a rapidly changing landscape.

“Is Sampling Killing Creativity?”: A spirited debate on the ethics and artistry of sampling, examining its impact on originality in music.

“Spinning Negative Publicity & Staying On Brand”: Industry experts shared strategies on managing public perception and maintaining brand integrity amidst controversies.

“Record Deal vs. Publishing Deal vs. Distribution Deal”: This session demystified the complexities of various music industry contracts, offering guidance to artists navigating their careers.

“What Makes a Hit Song?”: Songwriters Stacy Barthe, Ashante “Taranchyla” Reid and Nigerian talent manager Bizzle Osikoya discussed elements that contribute to chart-topping tracks, providing attendees with personal insights about some of their favorite songs.

“Is Music Success a Numbers Game?”: This analysis of metrics and their influence on an artist’s trajectory in the digital age was especially lively thanks to Audiomack’s Tanya Lawson and RCA’s Shani Fuller Tillman.

“Get Played Globally! The Radio, Sound & Club DJ Conversation”: DJs and radio personalities Bambino, DJ Delano, DJ Dr. Doom and DJ Enuff discussed avenues for achieving international airplay and recognition.

“How Style Evolves Your Brand”: A look into the symbiotic relationship between fashion and music, highlighting how personal style can amplify an artist’s brand.

“Can Reggae & Dancehall Reclaim Europe?”: Panelists deliberated on strategies to rejuvenate the genres’ presence in the European market.

“When Film & Music Meet: Prospects, Sync & Screen”: Insights into the opportunities at the intersection of cinema and music, focusing on synchronization deals and scoring.

“The Grammy Conversation”: One of the week’s most popular panels featured a candid discussion with Len Brown, Ashley Thomas and Brittany Presley on the significance of the Grammy Awards for reggae and dancehall artists, and the pathways to recognition.

With a heavy emphasis on the business side of music, Shaggy said he hopes the conference will go a long way in arming upcoming artists with information they’ll need to successfully navigate the changing landscape of the music industry.

“I would really like for the artists to come in and make connections and understand the game and not get fucked like the old ones did,” Shaggy told THR. “In this new age you have your phone, you got Google and a lot of things, people can’t pull the wool over your eyes like they used to.“

In addition to panel discussions, Courtleigh Auditorium welcomed in local vendors offering, food, tea, books and more. Other special highlights included Songwriters Workshops with Stacy Barthe, showcases featuring performances from local talent and an outdoor party at Jangas. 

One of the most exciting aspects of the conference is its real-world impact. Shaggy pointed out that careers have been launched at IMC — including Teejay’s recent rise to success.

Ismail @Calligrafist Sayeed

“One of the biggest things to come out of IMC was Teejay was here one of the years,” he shared. “He came in, did his performance, joined a panel, met an A&R from Warner, and got signed. The next year, he had ‘Drift,’ which was one of the biggest hits of the year.”

As the Island Music Conference continues to grow, its commitment to fostering a vibrant and informed music community remains steadfast. The 2025 edition not only celebrated the rich heritage of reggae and dancehall but also addressed contemporary challenges and opportunities, ensuring that Jamaican music continues to resonate globally. Attendees left with renewed inspiration, armed with knowledge and connections to propel their careers forward.