In a strategic move set to reshape the international music landscape, New York-based Reservoir Media, Inc.—an award-winning independent music company—has announced a transformative alliance with renowned Jamaican music producer Cordel “Skatta” Burrell and the esteemed reggae and dancehall publisher Abood Music.
This pioneering joint venture is designed to aggressively acquire catalogs within Jamaica’s vibrant local genres while simultaneously identifying, signing, and nurturing a new generation of entertainers and songwriters. The primary objective is to amplify the global footprint of Jamaica’s rich musical heritage while ensuring its future evolution through dedicated development of emerging talent.
In an exclusive discussion with the Jamaica Observer, an enthusiastic Skatta Burrell highlighted the critical need for such an initiative. He pointed to a longstanding issue where industry gatekeepers have historically limited access for new artists to major international entities. “We’re trying to break that cycle with this partnership,” Burrell stated, emphasizing the undeniable worldwide influence of dancehall and reggae. He expressed deep honor that Reservoir and Abood Music recognized his success and sought to collaborate on solidifying the genres’ global impact.
The viability of this model is already proven. Burrell cited the remarkable international resurgence of his 2003 “Coolie Dance” rhythm, which was acquired by Abood Music in 2020 and published in the U.S. by Reservoir. This rhythm, featuring iconic tracks from artists like Elephant Man and Vybz Kartel, has recently enjoyed a renaissance. It has been sampled in Grammy-nominated, gold-selling global hits like Kehlani’s “After Hours” and has been licensed for over 45 major films and television shows, generating millions of streams and significant sales in territories from Turkey to Asia.
Othman Mukhlis, founder of Abood Music, underscored his profound respect for Jamaica’s cultural output. “For such a small island, Jamaica has always had an extraordinarily large pool of talent. And for such a small territory, Jamaica’s influence on the rest of the world socially and culturally is totally unrivalled,” he remarked. With the financial backing and industry clout of Reservoir—a billion-dollar company—Mukhlis believes the partnership possesses the ultimate vehicle for success. This includes discovering talent at “ground zero,” building their presence in local and global markets, and ultimately securing placements on major labels and in film and television.
Echoing this sentiment, Reservoir President and COO Rell Lafargue confirmed the company’s commitment to this mission. Reservoir is poised to support both established and developing Jamaican creators, working diligently to amplify their artistry, expand their international reach, and persistently elevate Jamaican music on the world stage.