Yahoo Boyz artist Intence says he does not rely on sound system selectors, since Tiktok has displaced them as the reigning platform bringing new music and artists to the spotlight.
During an interview on Irish and Chin’s Soundchat Radio recently, Intence was asked whether as an artist, he thought that “soundman is still the key to the music” or whether he looks to soundmen or disc jockeys to put out his songs.
“A Tiktok run tings yah now. From yuh song a play pan TikTok, from dem a falla it up pan Tiktok, it gone,” was his response which many took as implying, that, in some way, the platform had made selectors redundant.
Intence’s viewpoint, though, is in stark contrast to that of eminent Dancehall producer Seanizzle, whose remix of Nadg’s We A Run E Grung single on the Busta Beat riddim was propelled internationally via a TikTok dance challenge where it attracted millions of views.
In February, Seanizzle had cautioned other upcoming artists not to depend solely on TikTok to promote their music, as, according to him, not all songs will gain traction via that medium.
“Do not neglect the original format of how we promote music. Because is not everyday a song trend for you on TikTok,” the One Day producer had warned.
“Give thanks for Tik Tok; it’s a gateway out, but di next song nuh must get dat success. Suh don’t feel like ‘mi nuh need nobaddy, suh dis is my way’. Still show respect to everybody because that is the original format,” Seanizzle had said.
In July 2021, TikTok was reported to be the seventh most used social media network in the world, while Reggae/Dancehall music was also ranked the seventh most used genre on the platform.
After viewing the snippet of Intence’s interview, some music fans, brushed aside his comments as self-sabotaging, especially since artists continue to make money from sound system selectors via dubplates.
“Such a shame to hear artist speak like this unintelligent nonsense the amount of dub plate them voice and make money from but you think sound man is not important you must be mad tik tok is cutting your dubs? Sure not,” liyaflames said.
“Crazy. All the money these sound men pump in these artist pockets and they don’t even view sound systems as being relevant to pushing their music” mr_skins22 added.
Others said Intence’s argument was flawed, and his utterances disrespectful, as sound system selectors are the ones who provide the music at parties and not TikTok.
“That’s interesting. So when people go to a party they should turn on TikTok to party? Just a question .. cause sounds like sound systems and selectors are irrelevant now,” bajan assassin said.
“So tiktok plays ▶️ music inna party🙄 he didn’t even understand what the host was asking by key… nuff tings goes called viral on tiktok and don’t know of it’s relevance. So how wi don’t hear you a play pon any space really 🤔 Sound still relevant and will always be, because they still get to various mass,” tripletproduction said.
Others said that Intence was had now made himself a pariah amongst sound system selectors.
“He will never get a next hit song… I hope he invest his money good because he can surely call it a day on his career,” god_pickney_kev said.
“Someone once said the reason reggae music and the dancehall culture is not where it should be globally is because of the mindset of the people in it, dude just proved that point, when you think tic tok will get you out there, you already lost the race before starting…think bigger and you’ll get bigger results,” clarence_young_jr said.,
There were others though, who agreed with Intence, some pointing out that selectors themselves were looking to TikTok for playlist inspiration.
“But he’s speaking the truth on the way how things ah run. It’s sad but is true. Look at pon di grung. 🤔🤔🤔 artist ah buss on social media,” tafari_yunhgunz_ said, while another man added: “Of course. Times change up. Soundman can’t make you big again. Tiktok can. So we really feel things will remain the same ?”
“He’s saying sound men not bussing songs anymore. TikTok does and once a song buss on tiktok, the sound men have no choice be to play the songs in the party,” sekkle_missa_kat added.
Others argued that TikTok was a swifter medium to use to get a song out, as opposed to via the sound system.
“What lie did he tell? Most sound man a look pon tiktok themself fi what’s hot. Unu get out unu feelings cause dubplate and sound system nah buss career like one time. The audience know most songs before dem reach a dance,” dwaynec7000 said.
“Unfortunately this facts TikTok will get your songs out to the masses faster than giving it to a selector or sound, all the new artist songs are being bust through TikTok … for example Wap Wap to Americans is dancehalls most popular song becuz it’s a trend on TikTok,” damedollurswp added.