I’ve been saying this to myself for over a year now, but I never wrote about it. Now, this shift is undeniable.
Dancehall is a pivotal genre in Black music worldwide. While Dancehall’s fire continued to burn uninterrupted across the globe, U.S. markets would sizzle and fizzle periodically. From the 70s to the 90s to the early 2000s to the early 2010s, Dancehall smashed U.S. music markets.
We are encroaching on another season in the U.S where Dancehall is about to flood our airwaves. I anticipate that Dancehall will become one of the most well-received genres of Black music in the current U.S. market.
For the past 5-6 years, Afrobeats soared in the U.S. If you look at music consumption reports from 2019 to 2024, you’ll see the documented rise of Afrobeats. Gradually, the growth of Afrobeats in the U.S. has started to slow down. In both sentiment and numbers, we are seeing some disconnect between U.S. audiences and Afrobeats artists.
Meanwhile, Dancehall is at the forefront of the next rise in consumption.
Countries like Canada and the United Kingdom have long embraced Dancehall music, and they have the prevalent cultural demographics that will never allow the genre to fade.
In the U.S., this returning receptivity to Dancehall can be attributed to several factors.
Firstly, Black audiences increasingly desire more diversity within Black music. Whether it’s country, pop, or jazz, Black consumers are ensuring that their stories and creativity are represented throughout music.
Secondly, many American audiences were introduced to Afrobeats and Amapiano during the 2020 pandemic. After embracing that variety of cultures, it’s natural for listeners to remember the feeling that Dancehall gave them and want to embrace that culture as well. Since the creation of Dancehall music hasn’t slowed down, listeners are finding new songs alongside their past favorite hits.
Thirdly, the consumption of rap is on the brink of decline in the U.S., according to Luminate Data. Perhaps this is due to the influx of rap songs released daily that have little variety in sound and content. Or, I have a whole theory about the Drake & Kendrick beef that you can read here. Regardless of the exact reasons, consumers want to hear something different. Black consumers tend to be the rudder for consumer sentiment in U.S. entertainment and media. So where the Black audience’s attention goes, the rest of the nation will soon follow. The girls are already traveling to Montego Bay every weekend. Dancehall is UP!
But it’s not just Dancehall. It’s Soca, Kompa, Reggaeton, Zouk, Calypso. Music from Caribbean and West Indian cultures will see a spike. These regions know what’s tea because they’re already meeting the increased demand for music. Lots of Island Music artists aren't even waiting to drop their songs on Fridays. They're following their own rules.
There are a couple of indicators of Dancehall’s proliferation in U.S markets.
Collaborations with Dancehall Artists Increase
I told myself that the first sign of this change would be collaborations. Once we started seeing Afrobeats artists increasing their collabs with Dancehall artists, that signaled the beginning of the transition. Then, U.S. rappers and R&B singers will hike up their collabs with Dancehall artists too. Simultaneously, new breakthrough dancehall songs would take U.S. consumers by storm. Once the popstars catch the wave, you know it’s turned into a tsunami.
We’re still waiting on the string of new breakthrough Dancehall singles to shock our music markets. But, it’s definitely coming. I could hit post on this article today, and a new record could break on TikTok tomorrow morning. As of right now, artists like Shenseea, Popcaan, and Dexta Daps are holding it down with their consistency and superstar power.
The Music Industry Will Be Forced to Properly Categorize Dancehall in Awards Ceremonies, Charting, and Data Reporting
The change will be so noticeable that music industry reports & awards organizations will have to reconfigure the genre categories again. With Afrobeats, they had to pull it out of the “Others” category and create its own division. Last year, the music industry tried to get away with slipping Dancehall nominations and reporting under the Afrobeats umbrella. That’s not going to fly anymore. Island Music will have its standalone category within major music companies and organizations.
Dancehall Classics and Legendary Superstars Return to the Limelight
This is a big indicator that I should have anticipated. When American listeners get that craving for dancehall, they’re going to turn to their music library for the songs they first connected with.
So of course, No Letting Go, No Games, Dutty Wine, and more are gonna hit even harder this summer. But also, legends like Sean Paul will be jumping back on the scene in full effect. When I saw him do the remix for ‘PUSH 2 START’ with Tyla, I knew it was a wrap! The original PUSH 2 START came out in October 2024. The remix with Sean Paul came out on March 2, 2025, and it already has nearly 8 million YouTube views. Tyla’s team knows what’s up.
Even further, Sean Paul just released a full length interview with BBC 1Extra Jamaica.
And speaking of interviews, THEE Vybz Kartel is out of jail. He just did a whole press run & is prepping for tour. VYBZ. KARTEL! Yeah, Dancehall is back like it never left.
Dancehall Record Labels & Music Related Companies Gaining Visibility
The 2025 Island Music Conference took place in Jamaica this February. The conference was co-founded by Shaggy, Judith Bodley, and Sharon Burke in 2023. Each year, they partner with YouTube Black.
This year, a panel from the conference showed up on my suggested YouTube videos. There will be more panels, events, news coverage, and resources poured into the infrastructure around Island music.
As a music business nerd and activist, I am THRILLED to see it. I admire how executives and entrepreneurs are already claiming the business infrastructure around this inevitable boom in Dancehall. We should always stand in front of a rise in our genres so that major music companies & investors have to ask permission & cut deals WITH the people who are already there. It gives me the heebie jeebies when mainstream music companies co-opt and ‘discover’.
Business infrastructure and media coverage work hand in hand here. I’m seeing media outlets that traditionally cover Dancehall & Island music gaining visibility too. As I type, full-length interviews are being uploaded on YouTube.
MOVING FORWARD
Moving forward, I expect this Dancehall boom to keep growing. Once that new breakthrough song kicks off, there’s no stopping the influx. TikTok will probably break the record. A part of me thinks radio will actually be what breaks it, but that’s just me speculating and hoping.
UK, gear up!
The surge of Dancehall in U.S. markets may also lead to an upswing in the Black British music industry. Dancehall and West Indian influence is just way too strong in the UK for this not to happen. Furthermore, outside of Jamaica, the UK is truly at the forefront of international press and touring for Dancehall artists. They understand the Dancehall markets, and they have the institutional reach that’s key for expansion.
Where there has been a disconnect between the U.S. and UK music scenes, I believe that Dancehall with British featured artists will be the carrier that makes Black British music and culture more palatable for U.S. audiences. Once that familiarity is struck, curiosity about standalone British music will lead to its upswing in U.S. markets.
So, UK artists, gear up. Canada, too! The Jamaican presence in Canada is so large that it’s inevitable that Canadian artists would experience growth in U.S. markets also.
Island Music in General
The UK and Canada are in for a great ride, but not before the thriving and long-standing genres of the Caribbean and West Indian cultures take off.
Soca, Kompa, Reggaeton, Zouk, Calypso, Reggae, and so many more genres will become part of our daily consumption. And that doesn’t even include the new genres and fusions that are bound to happen.
Travel
Carnival is already lit. The next few years are going to be crazy. Tourism in the Carribean is bound to increase because music is a huge pull for Black travelers from the U.S. We are already coming to the islands in droves. Music festivals are gonna be a huge attraction.
Tension
Admittedly, tensions and conflict are likely to increase too. It’s inescapable when cultures come together. Sometimes, they don’t fuse; they collide. What we gain from coming together is so much more valuable than any offense taken, but I’d be a fool not to mention the possibility of cultural clashes and challenging conversations.
As a Nigerian, I’m glad to witness this upswing for Dancehall. Y’all know how we’ve acted these past 5 years. Have you met Jamaicans? We’re opposite sides of the same coin. So get you some plantain, beef patty, resort reservations, coconut water, and a sweatproof setting spray. We are about to have a TIME as Dancehall returns to the main stage.
Sincerely,
Latifah
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