A University of the West Indies study has determined that Vybz Kartel AKA Gaza and Mavado the Gully God are the most popular dancehall artistes amongst young Jamaicans, topping out Beenie Man, Bounty Killer, Aidonia, and Busy Signal.

The study, funded by UWI, researched opinions about dancehall culture among 300 15-to-24 year old Jamaicans’in the Kingston, St. Andrew, St. Catherine, and Clarendon parishes. Doctor Donna Hope-Marquis, a UWI, Mona reggae studies lecturer, led the study from June through August 2009 and covers topics of modern dancehall and associated violence.

The study sought to represent a broad cross section of incomes and education levels. Respondents were roughly evenly split between young men and women within an age group that is extremely valuable to artistes, performers, and music labels due to the amount of money they spend on entertainment and music.

Favorite dancehall artiste

When the researchers asked young Jamaicans “Who is your favourite dancehall artiste?” the answers broke down as:

1. Vybz Kartel: 35.2
2. Mavado: 25.8%
3. Beenie Man: 23.7%
4. Bounty Killer: 2.1%
5. Aidonia: 2.1%
6. Busy Signal: 1.7%
7. Shaggy: 1.3%
8. Assassin: 1.3%
9. Elephant Man: 0.8%

Other artistes mentioned by respondens included Lady Saw, Sanchez, Laden, Queen Ifrica, D’Angel, Javinci, Sizzla, RDX, Black Ryno, Serani, Wayne Marshall, and Munga Honourable, each of whom received less than 0.5% of the votes. (With 300 respondents, that means they each got 1 vote.)

Most popular dancehall artiste now

Similarly, when the researchers asked the same audience “Who do you think is the most popular dancehall artiste now?” the answers were:

1. Vybz Kartel: 47.4
2. Mavado: 34.4%
3. Beenie Man: 14.2%
4. Busy Signal: 1.2%
5. Bounty Killer: 0.8%

The remaining answers included Lady Saw, Ninja Man, Javinci, Aidonia, and Sizzla, each with less than 0.5% of the votes.

Vybz Kartel and Mavado, dancehall kings

Hope-Marquis characterized Mavado and Vybz Kartel as “brothers musically,” explaining that although Vybz Kartel preceded Mavado AKA Gully God on the dancehall scene, “the rise of Mavado has expanded Kartel’s career considerably” by providing matching talent to fuel an exciting and entertaining rivalry.

Nowadays, she says, younger listeners are attracted to Kartel’s “carelessness” because it matches their own attitudes. “They like the idea of rebelling against what is right to their parents,” she explained. “Because they are young and rebellious, they like Kartel.”

At the same time, this doesn’t mean that Mavado is necessarily any less popular than Vybz Kartel across the full population. Hope-Marquis clarified that “Mavado is more popular among older people. He sings songs that have more depth.” She also suggested that Mavado’s melodic style is more appealing to older listeners than Vybz Kartel’s rapid fire delivery.

Bounty Killer’s legacy vs. Beenie Man’s rivalry

Beenie Man and Bounty Killer dominated the dancehall reggae scene since the early 90s. While Bounty Killer’s popularity is on a marked decline, Beenie Man remains relevant alongside this new breed of dancehall artistes. Perhaps this is due in part to Bounty Killer’s confidence in his legacy: Dr. Hope-Marquis explained that “when I look at it, I say Bounty Killer has borne a lot of fruit.” Indeed, Vybz Kartel and Mavado are Bounty Killer’s proteges, along with Elephant Man and RDX. Beenie Man, however, has not had the same influence on any other named dancehall artistes.

Doctor Hope-Marquis went on to explain that “there will be many invalid arguments that Bounty Killer ‘done’. I wish to state categorically that this is not so. What is clear is that Bounty Killer has made way, consciously or unconsciously, for the continued movement and renewal of one dominant aspect of dancehall culture, through the rise of his musical protégés and cultural sons, the siblings and arch-rivals, Vybz Kartel and Mavado.”

Hope-Marquis even mentioned that both Busy Signal and Aidonia “also claim musical mentorship through Bounty Killer’s camp.”

If this is true, Beenie Man’s career may suffer as his rival Bounty Killer steps aside for his descendents, making statements like his Reggae Sumfest 2009 declaration of “Gully or Gaza, ah me build di plaza.” Just as Ninja Man and Shabba Ranks benefitted from a rivalry before them, Beenie Man and Bounty Killer fans found additional appeal in the 2 artistes’ ongoing fued. Nevertheless Beenie Man keeps on producing music and changing his sound, holding his own against these young upstarts for now.

Thanks to The Jamaica Star and The Jamaica Gleaner for breaking this story.

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