Dancehall.Mobi special update - just last week, leading dancehall deejay Vybz Kartel released his Pon Di Gaza album independently via Adidjahiem Records/NotNice Records, but according to some reports - based on- a measly eight copies of the album were sold in its first week. 519 individual downloads of various singles off the album were recorded for the same first week period.

While the album release was done without the backing of a major label/distributor, and seemingly with minimal marketing support, if the numbers are indeed correct, they are particularly stunning given Vybz Kartels local and global popularity. How could it be that Jamaicas most popular (at this time) deejay manages to sell only 8 copies of his album in its first week?

Quite a few factors seem to be at play here, with the key one likely being the simple fact that hardcore dancehall / reggae fans do not support Jamaican music by buying it; they really prefer to download it for free (a quick search at Twitter and Google shows numerous places to download Pon Di Gaza illegally at not cost). There was no visible attempt to market the album to a crossover audience (i.e. American / British / Japanese etc. listeners who will actually pay for music), and the hardcore base of dancehall / reggae fans apparently do not want to pay for music.

Dancehall/reggae is popular, but it has never really been a huge seller. Sean Pauls Imperial Blaze album was released in August, and reportedly sold almost 30,000 units in its first week; but compare that to Jay-Z whose Blueprint 3 reportedly sold almost 500,000 in its first week just last month. In the past decade, Shaggy and Sean Paul have been Jamaicas biggest international sellers, while others such as Stephen Marley, Elephant Man, Mavado and Serani have enjoyed some success in recent times. The key factor in all instances has however been the crossover marketing. If the product isnt marketed for crossover appeal, it will have to rely on sales via reggae / dancehall fans, and unfortunately this continues to be disappointing.

Pon Di Gaza is available online @iTunes and @Amazon; if youre a fan, buy your copy now.