SHAGGY Richard Burrell

aka. Shaggy, aka. Mr. Boombastic, aka. Mr. Lover Lover,
is not by any means a new comer to the commercial music industry.
Since the early nineties, and the release of his debut album, Pure
Pleasure, featuring the smash hit "Oh Carolina", and
his sophomore release, Boombastic, Shaggy has been headlining
as a popular Reggae Artist, and in his eyes, nothing but that. Since
his latest album, Hot Shot, he's broadened into the Pop genre by
way of hits like "It Wasn't Me" and "Angel".
Here we find out about his journey coming up and what it's like
to be on top.

Convened by: TrU^HoNEy
March 7th, 2001

"Okay he says we can come do the interview in an hour!".... I say excitedly to Mic and Fyah. It's 2:45 p.m. on a hot Wednesday afternoon in Kingston. My cohorts and I are presently reviewing the questions we've put together for our first interview for the launching of Jamaica's Premium (Urban) Entertainment Website (plug), when I realize that I haven't listened to the Shag-man's new album in its entirety. Oh sh!t. I have only one option.... Bolt down to Liguanea and get copy of Shaggy's multi-platinum Hot Shot. Before leaving I command Mic to get in the shower ...I will be back now! (It's late and you know how traffic piles up in Kingston in the PM - and it's a weekday to boot).

Half an hour later, with camera, digital camcorder, CD, and notes in tow, we head out to Shaggy's New Kingston residence. Despite the horrible traffic and heat we arrive on time. We are greeted by a very laid back, relaxed looking Shaggy, which is amazing to me considering he just appeared on Letterman and Regis just days prior to our meeting before hopping on a flight to Jamaica the night before. Plus he presented a (US $25,000) donation to the Bustamante Children's Hospital in Kingston earlier today. All in a day's work for the internationally acclaimed Grammy award winner whose current album has sold over 6.5 million copies to date.

If you've been living in a cave or under a rock somewhere you would probably mistake Shaggy for a regular New York 'cat'. Dressed in an understated DKNY long sleeved shirt, jeans, Tims, and fisherman's hat, he speaks candidly and confidently without any hint of cockiness, about his current album and its amazing accomplishments. He is quick to point out that Hot Shot has in many ways changed his career because of the incredible reception worldwide. The success of this album is due primarily to MCA's astute marketing strategy that involves selling only the entire album and not having the individual singles on sale. The consumer will have no other choice but to buy the CD, which in turn translates to increased album sales. Pretty good strategy.