DEM WANT STYLE.... WHEN DEM HEAR 21 - DEM WANT STYLE...
WATERHOUSE - it's a name alone that brings a certain reverence to those from Jamaica. The location has a sense of awe or trepidation, almost apprehension, associated with it. It's reputation, and that of King Jammy's studio has reached far across the vast ocean it resides in. It was a center years ago for top Dancehall riddim creations. Over the years it almost seemed to dry up even though many deejay's still had an affiliation and came from various parts of the community. It was one group of yutes that revived the name of both King Jammys and Waterhouse. That group, WARD 21.
Andre "Suku" Grey, Kunley McGarthey, Renalto "Rumblood" and Mark "Mean Dog" Henry (it's a Scorpio thing) comprise the Dancehall group known as WARD 21. It was the bust of the Bada Bada riddim that brought recognition to this talented crew. Sure enough the works of King Jammy himself are legendary in Dancehall circles. His son 'John John' is also a known producer, but it was when his younger two sons along with some of the friends got interested in production - the revival was on!
It was the deep baritone voice of Kunley with the accents of Suku followed by the higher pitch of Rumbla and Mark that brought attention to the distinctively new sound found in "Haters" on their own production - the Bada Bada riddim. Their following releases on their self produced Bellyas riddim such as "Bloodstain" reinforced the fact that this was a new Dancehall group to be recognized with. Not only were they responsible for easily understood and creative lyrics, but also they were in charge of the new riddims busting out of King Jammys' studio making them impossible to ignore!
In addition to being the focal studio based in Waterhouse, King Jammy's also was a sound system owner. Mark was originally was affiliated with the sound. Kunley and Renaltdo, both friends to one of the younger James bothers (other wise known as Jammy's yutes) were already in the studio daily working and learning engineering. Suku, who can often be caught posing off for the camera with some sort of crazy facial expressions, was very instrumental in the building of new riddims as well.
When the new riddims coming out of Jammy's started to draw attention in Dancehall circles, Greensleeves Records became more interested in this powerhouse. Soon, they were distributing the new riddim singles, packaging them into full compilations. It was almost a no-brainer that Greensleeves signed the group WARD 21 to a full album commitment. However, as time progressed the anticipated release seemed further and further away - to the point it was released almost 2 years behind street expectations.
Kungley explains; "It [the album] came out last November [2001]. I really don't know what happened, Greensleeves didn't put a lot of promotion into it after that. They did stuff long before it came out, but after the release - I don't know, I guess they totally forgot about it and started pushing Elephant Man. Not just with us but Mr. Vegas' album too. Our album was delayed for like three years. They weren't telling us anything - that's what we were upset about. I don't even know what the problem was, they wanted the album originally when we were new on the market and hot - when we had two number one songs. But, they waited until everything slowed down and put it out with lackluster promotions."
When WARD 21 was first signed to Greensleeves, then marketing executive Leslie Cooney spent a lot of time on the road with the group doing promotional performances and soliciting press interviews. This certainly helped to increase the group's visibility outside Jamaica as they continued to focus on production in Jamaica dropping other innovative riddims like; the revised new releases on the famous PUNANNY - adding their own twist along with their Volume riddim.
However, for a period it seemed that things slowed. But, with disappointment brings new energy. Kunley explains; "We had to take it upon ourselves to start promoting our own thing. Greensleeves did what they were supposed to do. For a time, you used to hear things intermittently by us because we were only recording exclusively for King Jammy's Camp. [This includes production by; John John and Baby G]. We initially never had guidance from other experienced artists and were directed to be exclusive - which might work in Hip-Hop but is not necessarily the thing for Reggae. It was our fist time doing all of this and we had to take what they told us, but we've learned now and are doing our thing differently. Just recently, we started to record for other producers. A couple of months ago you would just hear one and two songs coming out by us from our camp. Now you can hear a whole heap of WARD 21 such as; "Style" for Mo'Music, "Hotter Than Dem" on the Rachett riddim, "Strength" for Mo'Music, "Backative" for Kings of Kings label and a lot of other stuff. We're not just concentrated in our 'camp' right now."
This recharged energy was apparent as in Jamaica this summer alone there were several videos featuring WARD 21 on the local cable channels. Recording videos still isn't the normal 'formula' for Dancehall artists, as the expense rarely equals a profit from sales of singles. However, WARD 21 decided to use this method of promotion for just that - promotion and visibility of the group.
Mark shares; "It all boil s down to promotion. If your management is not pushing you enough, people are not going to know about you. With the video we have out right now, we did it ourselves to make people know "yeah, WARD still have them ting agwan." The song "Style" did come out a long time ago but certain radio disc jockeys never did play it. That's the next problem with the music now. Disc Jockeys are not playing the tunes dem. No matter how much you go into the studio spending your time, staying up all night to write a song, voice it, mix it and put it out, when you send it to the radio people them, they just play what them feel like they want to play. They don't really play what the people want to hear or all the new releases; they just play what them feel like. WARD 21 has to be responsible for ourselves."
Kunley inputs; "A lot of disc jockeys in Jamaica are now producing. If you don't voice on them riddim they take it personally and won't play your songs. Sometimes you don't want to record for them because you're not really feeling the riddim or might be busy with something else. You're not obligated to like everybody's riddim. The disc jockeys seem to take offense to this. I don't know why, its just life, not everybody is going to agree on everything you do." Definitely one of the factors leading to the demise of the quality of the music and the few steps forward in professionalism Dancehall was starting to take.
He continues; "I think there are too many producers. You have almost the same amount of producers as artists. That cannot be good for the music. Nobody's really interested in pushing Reggae music. Everybody's just hustling, wanting to make some money. It's not good for the music! Our music is ghetto music, it's the music of the people, from the streets, it's the exact same thing as Hip Hop."
For WARD 21, the group collectively recognizes the value of promotion and often finds themselves on the road doing promotional appearances and shows. "We don't base our career off money - sure it pays the bills and whatever, but we believe in promotion, it's going to pay off later on because we are promoting our product", Kunley reasons. It's not only about WARD 21 as a group, but they are still producing and dropping their latest riddim; PUKE.
According to Suku PUKE was supposed to have been released over a year ago. He tells of the groups' frustration, "we have PUKE yeah, them say - "soon release it". One year passes and it nah come out. They just didn't feel the beat. Then now, after awhile, it's going to be release it because it sounds like what agwan now? Remember, WARD 21 builds stuff that just sounds different. You can't want to buy everything that sounds like the same thing everything else plays. It was the same thing with Trilogy."
Having their riddims held back from public release because the style of the beat changes the course of the current musical tide has had almost a self-defeating impact. For WARD 21 it has made them feel at odds with their own production drive. Suku even remarked; "We really don't want to do production again. Me nah lie, you just feel lazy with it because you get no enthusiasm. There's no one to continue to build your vibe. Today people just watch other people's things and then want you to work under that. WARD 21 has always built beats off of a vibe. We'll be in the studio and just build a beat. We'll even build a beat at home." For them, it's about the inspiration that strikes and translating that whenever and wherever. Sometimes criticism is even hard to take when it shows a certain sense of hypocriticalness.
"Sometimes people don't even want to voice on our thing until they start here it playing hard on the radio. Then you see everybody come and voice. It's how our production always goes. You have the riddim and the product, but you get pure criticism until it hits. Then you hear - "Yeah man, me did know a long time that there riddim a go hit". But the reality is when you take a riddim like the Hyatt some man will say - "me no like how it sounds". Then all of a sudden when it hits that same man comes back and says - "yeah man, me tell you long time the Hyatt - me love how it play!" It's like a big conspiracy or something", Suku puts out.
They are hopeful about the upcoming PUKE riddim. There are seve ral songs being released on their new riddim including ones by; Anthony Cruz, Bling Dawg, Elephant Man, Mega Banton and of course Spragga Benz with the song "African Moon" (a girls tune they explained) as well as Wayne Marshall. Suku shares; "WARD 21 productions don't really work off big artists. We work with what sounds good. That's how Bada Bada made its name. It brought Elephant Man back pon the scene and we worked with artists like Harry Toddler and Zebra as well as other young artists." Much of the riddims WARD 21 has developed has served to be responsible ground breaking tracks for other young artists such as themselves. He continues; "With Bellas it was the same thing. Capleton came to voice and then Beenie Man came because of Capleton. Out of everything on it now, "Bloodstain" really stood out."
Like many of the riddims that are released, WARD 21's production has seemed to lack female representation. When questioned about this factor Kunley immediately replies; "They don't like coming to Waterhouse!" Suku also interjects; "Lady Saw is on PUKE, but it's not going to come out as a single because it will be on her album this fall." This really touched upon an issue that has been a little limiting as Kunley explains; "Some artists don't voice on our riddims because they don't like to come to Waterhouse. Even some artists that used to come to Waterhouse stop coming to Waterhouse." Again, the stigma attached to the area. However, it's almost funny when you consider a while back Suku's car was stolen at gunpoint when he was "uptown" in Kingston - not Waterhouse.
Even with all the frustration WARD 21 is completely dedicated to their craft and career. Kunley even reveals; "Right now, WARD 21 is working on another album. It's practically completed. I think there are only two more songs to do. So far we have 19 songs ready for the album. Some songs we're looking at including are; "Strength", "Style", a new one called "Petrol" on the 'beenie beenie' riddim, "Cellular Phone" and "Game" which will be coming out on our new riddim CASHMERE. This riddim is not a 'Mentally Disturbed' riddim it's a WARD 21 riddim", he states emphasizing the difference in the work they do for King Jammy's and themselves.
Unfortunately, at the time of this interview, Rumba wasn't anywhere to be found. This was taken in with a sense of brotherly acceptance as other members describe him. "Rumba a idler outta the crew," states the forever serious faced Mark. Kunley takes over critiquing and defending him at the same time, "Rumblood party's too much. He loves what him do but he doesn't take it serious enough. It can be a problem only if we make it a problem. But we don't really make it a problem. He's the youngest one still - he's still a TWEEN-AGER."
Even with all the pitfalls the group has faced since they initially exploded on the scene bringing a fresh sound and new blood to Dancehall they have a strong love for the music. Mark admits; "It's good to do Reggae music. You really feel the vibes. Non matter all we try and things don't go our way we can't stop doing it." While your waiting for the release of their next album you can catch more info on the group at their unofficial website; www.ward21.8m.com. This site is not contracted by the group or developed by Greensleeves Records but as Kunley explained, "The girl who does our site is a dedicated fan and we love her for that!" A true representation of their gratitude for those who appreciate the music and contributions they are making to Dancehall. |
