Grammy Awards, was placed in the Pop Music category because of its huge commercial success, he answers, "Absolutely, and I don't (particularly) want a Reggae Grammy anyway. He feels that the manner in which the Grammy is presented for the Reggae Music category is somewhat lackluster. Shaggy does not balk at the likelihood that he may indeed be awarded in the Reggae category. 'I wouldn't mind getting a Reggae Grammy too", he says, smiling. However, "You don't even get to go on camera to receive the award, you basically receive it behind the scenes and later on they mail it to your house". He would much rather receive this award on camera, before the world and the recording industry, proving that " Yeah, I earned this, and I earned this by doing reggae music."

Even though reggae music has enjoyed immense popularity abroad, there is still a problem with actual product placement in retail stores. Until a song or album has made significant leaps on the Billboard charts or MTV request programs, the album is relegated to the back of the store near the World-Beat shelf or some other unpopular genre's display. Shaggy states that since 'Hot Shot' made those significant leaps on the charts, only now is it being prominently displayed in the front of stores (posters and all), another indication that his music is considered 'pop' music only because of heightened recognition by the foreign consumer.
.....

...
His approach to production has always been Dancehall based and he considers himself a product of the dancehall. On this album, however, a conscious effort was made to explore more eclectic beats and styles in order to give it more "cross-appeal". Songs like "It Wasn't Me" and "Angel" (Shaggy's favorite song on the album) were produced using the same formula as 1991's "Oh Carolina". "I haven't done anything different on this album, I ... have incorporated different elements (in an attempt to produce) a more advanced, better sound", he explains, and this is "something I will continue to do in the future". "Nobody love dancehall (music) more 'dan me". Shaggy says earnestly. Many dancehall fans would be surprised to know that Shaggy (along with Dave Kelly) has penned more than just a few of the hits we hear blasting from the radio or speaker boxes at sessions. Not one to 'blow up the spot' of another established (or up and coming) artist, he declines to disclose exactly which artists he has been "ghost writer" for.

Shaggy acknowledges the fact that many local reggae fans believe that he does not deliver "authentic" Dancehall or Reggae music. "Sellout" is an adjective often used to describe him because of his less controversial lyrics and million dollar videos, heavily rotated on MTV and BET. He believes that many artists including the King himself, Bob Marley, have been criticized for not producing real Jamaican music. These criticisms were being hurled, I'm sure, before it became cool and hip to appreciate the message in Marley's music. While Shaggy is by no means putting himself in he same category as Bob Marley, neither am I, there is a distinct similarity between the two artists in terms of their international appeal. He states almost emphatically, "As much as I have been criticized by my peers, any day 'dem woulda trade (places) with me." I concur!

"It's good to have fans across the board" is Shaggy's response to my question about how vital he thinks it is to have a strong Jamaican fan base. The deejay has mixed feelings about the question. He thinks it would be "nice" to have the support of Jamaica (entirely) but he will not "lose sleep" if he doesn't. The reason being he did not have the support on previous albums and understands on a whole how fickle fans can be. He attributes the increase in the number of local admirers to the commercial success of 'Hot Shot' overseas and when asked if he is not the least bit miffed by this he answers graciously, "No...sometimes people need a little bit more convincing. As long as they come aboard eventually, that's fine." Spoken like a seasoned professional.

Hot Shot features Shaggy collaborating with artists like Rik Rok, Rayvon, and Prince, all signed to the Big Yard/MCA label, founded by Shaggy, Robert Livingston, and Sting. Prince is featured on the track "Hope" and is dubbed by Shaggy "one of the biggest artists on the Big Yard label". The album is a blend of uplifting radio friendly songs with catchy melodies- a complete switch from his original approach. In the earlier stages of production, however, he found himself writing a lot about his misfortunes, being dropped from Virgin Records contributed his despondent attitude, which was reflected in the 'darker' lyrics he wrote. He admits, over time his ideas for the songs on the album changed after a period of introspection. He came to the realization that " At my worst, I am still better off than a lot of people. I have nothing to be mad about". He decided to quit focusing on his bitterness and resentment towards his former record label and wrote the song 'Keeping It Real', a positive song which tells us " No matter how yuh sad and blue, there's always someone who has it worse than you. Sometimes you have to pay your dues, don't worry just push on through. "

I asked Shaggy if he would consider working with fellow Grammy award winner Beenie Man to which he replied, "I would never rule that out (however) it would all depend timing." Not opposed to the suggestion, it would have to be a song that he feels would be a definite hit. He believes that his management would encourage such a venture considering Beenie's recent success. He is currently working with Sting International and Dave Kelly in New York on albums for both Rik Rok and Rayvon which are scheduled to be released later in 2001. Shaggy doesn't intend to rest on his laurels, despite his accomplishments, the struggle continues. He rightly says that reggae artists have to work twice as hard to gain recognition. The challenge is now maintaining his current multi-platinum success and popularity. "It takes about 5 hits gain the recognition you deserve and only on flop to completely upset all of your achievements". He understands that all his future projects have to match (or even exceed) Hot Shot's performance. His responds to my question about whether or not he has reached the pinnacle of his career carefully, saying " I would have hated to think that Boombastic was my peak, I don't know if this (Hot Shot) is my peak now, but if it is...I am very ... satisfied.". "Every'ting right yah now a gravy. Mi nice!"