As the reggae-dancehall economic landscape continues to slip and slide, industry insiders have been utilising a number of marketing strategies, includingdigital distribution,to attract sales for their rhythms and songs.

Dancehall designer and producer, Romeich Major, owner of Romeich Records and whose well-known 'Bank Inna Pocket' rhythm has been doing well locally said, "I've found that online distribution helps us save a lot of money and hassle, because we don't have to deal with the cost of getting CDs done, we simply have them marketed online by a distribution company like 21st/Hapilos."

Dancehall producerLinton 'TJ' White, owner of TJ Records, spoke similarly and added, "One of the things I noticed is that us, artistes or producers, sometimes only focus on the local market and forget to market the songs overseas, and buying the songs online is easier forpeople in other parts of the world.So far, it's beengoing great."

reakout hit rhythm

ZJ Chrome ofCR2O3 Recordsknown for thebreakout hit rhythm, Mad Collab; featuring Vybz Kartel and Popcaan's Clarks, Ricky Blaze, Chino and Di Genius' Money Round and other hits, said, "21st/Hapilos distribution is one of the few companies I can count on for worldwide distribution in a timely manner. They seek to please the client in every way possible, while ensuring the material is properly promoted. I feel comfortable with their distribution and will continue working with them."

TheUS-Jamaican digital-distribution company cited by the producers, 21st/Hapilos, hasas its executive vice-president, Johnny Wonder, whois known in dancehall circles for his marketing strategies and productions.

Thus far, the company, 21st Hapilos, has accumulated more than 36 rhythms and singles in its online marketing catalogue and the releases which represent most, if not all reggae-dancehall camps includeing TJ Records' 'DNA' rhythm, Head Concussion's 'Bomb Drop' and 'Go Go Club', John John Records' 'Zion Gate', CR2O3's 'Mad Collab', G-Whizz's single,Tomorrow, Demarco's True Friend, Chan Dizzy's Go Hard And Dun, Dynasty Records 'Crown Him' rhythm, Romeich Records 'Bank Inna Mi Pocket', Seanizzle's 'One A Day', CR2O3 Records' 'Cardiac Bass', Cash Flow's 'Glory' and others.

Wonder said, "There are some great artistes and producers in the industry and getting their music heard on the international scene is something 21st/Hapilos takes pride in, and a part of getting their music out there is having it readily available for those in other countries who wish to purchase, then download the songs."

Wonder, in closing, said the company has a number ofupcoming digital projects including: HeadConcussion Records''Jeans & Fitted' rhythm (June 22),Head Concussion Records' Street Groove (June 18), Ghetto Network's 'Network' (June 29), Ward 21 Music's 'Cosa Nostra: The Omerta Files' rhythm (June 29) and Wayne Marshall's single, My Heart, produced by Baby G, will be released digitally on July 6.