2020 U.S. Census Makes Virtual Push Into The Caribbean Community + Weekend Soundtrack This #ReggaeFriday

Volume 1, Issue 4

In case you missed its "Shape Your Future" messaging, the U.S. Census Bureau is currently in its 6th gear collecting information for its decennial survey of household occupants. In addition to determining how many seats in Congress each state gets, the Census results helps to determine how billions of dollars in federal funding flow into states and communities each year.

Although I have never worked on the Census business during my 24-year advertising career, I have worked alongside those who have including Terry Dukes, Ron Campbell, and Larry Moskowtiz to pick-up a thing or two. I have learned that some of our under-counted, under-represented audiences include our diverse, multicultural audiences. It is so much more than just the broad groups of Hispanics, Blacks, Asians, or Others. That's not good enough. The Census must drill-down further into audiences that are more specific including Nicaraguan, Ethiopian, Japanese, Syrian and Jamaican.

But, how does a U.S. government organization in this era authentically and credibly reach these niche audiences to encourage them to take action filling-out this simple survey? With increasingly strict immigration policies, many within these niche audiences fear the survey will invite ICE to their front door, or other unintended visitors.

For the Jamaican and larger Caribbean community, the U.S. Census tapped former colleague David Scott Jr. to champion that expedition. You might recall that name from the inaugural #ReggaeFriday article. It was David and I who had informally created "Reggae Friday" in our former Gravity office here in New York City by filling the air in the office with reggae and reggaeton music. For David's task with the 2020 Census, it is music that served as a foundation for his approach with the Jamaican and Caribbean community. David contacted Bobby Clarke, CEO of Irie Jam Radio based in Queens (New York), to create a custom program that has become the crown jewel of the effort: a virtual reggae music concert series.

The 6-part series "powered by The 2020 U.S. Census" started late May and ends this month. Each episode is about one hour long and features some of reggae music's biggest and most promising stars including Shaggy, Beenie Man, Jah Cure, Richie Spice, and Christopher Martin. The sixth and final concert will debut on Irie Jam 360, YouTube and Facebook tomorrow (Saturday, June 27) 6:00-8:00 PM EST and will feature Bounty Killa, Chronixx and Assassin (Agent) Sasco.

"In this era of COVID-19 when most audiences are shuttered indoors and dealing with high anxiety via the constant reality of high unemployment, consumption of distressing news and the inability to congregate and enjoy their cultural pastime of music festivals, we need a way to reach the Caribbean audiences with our relevant messages in a culturally relevant way, " says Mr. Scott. 

Each virtual concert, that attracts more than 120,00 live viewers per event, opens with a rather direct message from actress Sheryl-Lee Ralph encouraging and motivating viewers to make sure they participate in the 2020 Census. You might recall Ms. Ralph from her Tony-nominated performance in Dreamgirls, big screen appearances in To Sleep With Anger or Sister Act 2, and silver screen appearances on Moesha or Instant Mom. Besides being raised in Jamaica, she is incredibly intelligent. She was the first woman to graduate from Rutgers College at the age of 19.

Irie Jam on-air personalities including DJ Roy and DubbMaster Chris emcee each virtual concert and plug 2020 Census. A 30-second 2020 Census commercial and billboards are delicately sprinkled throughout each concert performance.

Clarke said given the company's business relationship with the Census Bureau, and his company's standing in that borough, the virtual series was natural.

“The U.S. Census is charged with a big job, to provide Federal funding for all the communities in America. One of their key ways to get an accurate count of people is to partner with media houses that serves the communities they need to reach,” Clarke explained. “Irie Jam platforms reach and represents the Jamaican-Caribbean communities of New York, New Jersey and Connecticut. Supporting this concert series and placing the Census ads and messaging with Irie Jam Media Group is reaching the masses they are targeting.”

The Kingston, Jamaica-born Clarke and partners started Irie Jam Radio in 1993. In addition to a steady diet of dancehall, reggae and soca, the station has promoted live events such as the Irie Jamboree at Roy Wilkins Park in Queens. I grew up in New York during the 1990s catching a few hours of Bobby Konders on Hot 97 late Sunday afternoons. I'd play one of the "Strictly The Best Dancehall" CDs created by VP Records occasionally inbetween Sundays. Fans today, get access to Irie Jam and reggae music all day every day.

Below are the links to each of the 2020 Census Caribbean virtual concerts:

Irie Jam Radio Virtual Concert Series Powered by The 2020 U.S. Census: Volume 1 below features: Shaggy, Beenie Man, Admiral Bailey, Flourgon and Daddy Lizard. Listen and watch it below:

Irie Jam Radio Virtual Concert Series Powered by The 2020 U.S. Census: Volume 2 below features: General Degree, Ghost, Mikey Spice. Listen and watch it below:

Irie Jam Radio Virtual Concert Series Powered by The 2020 U.S. Census: Volume 3 below features: Richie Spice, Dre Island, Vershon and Jah Izhrel. If you have been following #ReggaeFriday, then you know that we did a feature on Dre Island last week. Listen and watch it below:

Irie Jam Radio Virtual Concert Series Powered by The 2020 U.S. Census: Volume 4 below features: Christopher Martin, Jesse Royal, Nadine Sutherland, D-Major and Zac Jone$. The headline act Christopher Martin is a favorite of mine. (No, he's not the dude from Coldplay.) Listen and watch it below:

Irie Jam Radio Virtual Concert Series Powered by The 2020 U.S. Census: Volume 5 features: Jah Cure, Romain Virgo and Jah Izrehl. The headline act Jah Cure is another favorite of mine. Listen and watch it below:

Irie Jam Radio Virtual Concert Series Powered by The 2020 U.S. Census: Volume 6 features: Chronixx, Bounty Killa and Assassin (Agent) Sasco. Listen and watch it below:

Mr. Scott reports that 2020 Census is expanding this virtual concert platform idea to reach broader audiences of African descent by focusing on Afrobeat, Reggae, Soca, Calypso and others by collaborating with Atlanta's V-103 (Entercom). The first international-themed virtual concert debuts today. Details are below:

#ReggaeFriday Weekend Soundtrack

A new addition to #ReggaeFriday will be an introduction to some recent album releases that we recommend to add to your weekend soundtrack. Key word is albums, not songs or singles. This week we dive into some incredible cross-overs. The Black Eyed Peas (sans Fergie) are going hard with the feel-good, energetic reggaeton approach on Translation. Jason Mraz embraces a strong roots reggae feelgood vibe on Look For The Good. Keep in mind that both The Peas and Jason are multi-Grammy Award winners, so their material is fully developed.

The Black Eyed Peas collaborate with all of the biggest Latin and reggaeton names on Translation including Shakira, J Balvin, Maluma, Nicky Jam, Ozuna, Becky G, Piso 21 and El Alfa. Oh, and rapper French Montana makes an appearance on song "Mabuti." No, he is not of Latin descent, but Moroccan. Go figure. Throughout the album you'll notice samples from iconic songs of the past including Madonna's "La Isla Bonita" and Lisa Lisa & Cult Jam's "Can You Feel The Beat." You might be asking, "Why a whole album in Latin?" Will.i.am responds, "Because that genre, that world, is the most creative world right now." "Feel The Beat" featuring Maluma is below:

On Look For The Good, Jason Mraz fans will recognize that 'Jason does Jason' with a well-produced roots reggae album front to back. It feels very comfortable for him and easy to adopt by his fans. Jason says making a reggae album was always a "bucket list thing" for him, but it's taken him until now to finally do it. "These lyrics are filled with not just positivity, but trying to breathe life into issues that I care about and ways of being that might be able to shift our attitude -- at least they shift my attitude -- for a more joyful life," he explains. Actress Tiffany Haddish makes an appearance on an album track as does reggae artist Sister Carol who's performance and Jamaican patois adds a nice element. Mraz' "Look For Good" is below:

Both The Peas and Jason are strong recommendations for your weekend soundtrack.

Debuting today (June 26, 2020) are new album releases for Buju Banton and Vybz Kartel. Buju, the legendary reggae and dancehall artiste who was released from prison a year and a half ago, and Kartel, the controversial Worl’ Boss, who is “running dancehall music” from inside prison, will officially deliver their projects, Upside Down 2020 and Of Dons and Divas, respectively.

Upside Down 2020 marks Buju Banton’s first album in a decade, with his last being the Grammy Award-winning Before the Dawn, and there is much anticipation for the 20-track set. Kartel, on the other hand, despite being behind bars, has been a music-releasing machine. He describes his newest title, Of Dons and Divas, comprising 16 tracks, as “the best dancehall album in a decade … with more features than a iPhone 20” 

We'll share our thoughts on these two new releases next #ReggaeFriday.

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My #ReggaeFriday posts are part of a self-created commitment (and a self-indulgence) that started in early June 2020 with the intention to expose, elevate, celebrate, and expand an appreciation towards the people, culture and music of reggae and reggaeton.

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Updated July 8 to include link to Volume #6 virtual concert video.