Versatile, fresh and unique are only a few words to describe Zac Jone$’s style of music. Zac Jone$ is a hip-hop and dancehall artist from Jamaica. He first surfaced after his single ‘Everytime You Go’ which has gotten recognition from a plethora of artists, one of which includes Koffee. He has worked with the likes of international recording artist Tessallated, Shenseea and veteran Assassin aka Agent Sasco. He released the visuals for his single ‘Miss Jamaica’ on January 16, 2020. The single featured Agent Sasco and showcased women of all different types. Carib Voxx had the opportunity to speak with Zac Jone$ about ‘Miss Jamaica’, Bottega and his plans for the future.
Carib Voxx: “‘Every Time You Go’ was the single that put you on many people’s radar. Back then your sound was noticeably different and very hip hop oriented. Miss Jamaica fuses more reggae, why the change?”
Zac Jone$: “Yeah man ‘Everytime You Go’ is a vibe. I wouldn’t say why the change I would just say it’s the evolution of me as a musician. I’m still a rapper but I’m finding my sound more and more mixing more of my local sound with the international sound. I want it to be authentic for everyone from home to abroad.”
Carib Voxx: “How did it feel to hear Grammy Award winning artist Koffee site ‘Every Time You Go’ as her favorite song of yours at the Bottega launch?”
Zac Jone$: “That was a moment I’ll never forget. I didn’t know Koffee personally before that, so I didn’t know she listened to me nor that she was going to say that in front of everyone. It felt really good though. It’s refreshing because our sounds are different and sometimes in the past people closed their ears to it because it wasn’t necessarily reggae or dancehall, so to hear Koffee say that she’s been listening to me for all these years fresh off her Grammy win, was something special for me but it also speaks a lot to Koffee’s character and how humble she is as a person. She’s the real deal and the love is very much mutual.”
Carib Voxx : “Speaking of Bottega, could you explain to us the scope of your involvement with that brand?”
Zac Jone$: “Bottega is an Italian sparkling wine brand which myself and my team are currently involved in distributing in Jamaica. A lot of people have asked if we created the brand. To answer that, no we didn’t. The brand is pretty established globally being the #1 Prosecco worldwide and #2 sparkling wine behind Moët & Chandon. We just see its potential in the Jamaican market and are committed to fulfilling it.”
Carib Voxx: “Tell us about the Miss Jamaica challenge?”
Zac Jone$: “The idea behind the Miss Jamaica challenge was to get people to recognize and show appreciation for the special women in their lives. I find that a lot of times we get caught up in the hustle and bustle of life and forget what really matters. At the end of the day if I can help you to recognize the people that are there for you and matter in your life i.e. your “Miss Jamaica” then you can begin to reflect on what that person has done for you and just be more appreciative even if it’s just in that moment, it matters. The winner will also have to give half to a women’s charity of choice because once you’ve recognized your own Miss Jamaica you can recognize that every woman is and has the potential to be a Miss Jamaica to someone else. I believe the future of any nation lies in the hands of its women because they are the first teachers of the next generation. So I’m just trying to help people to see that as well.”
Carib Voxx: “You dedicated Miss Jamaica to your Grandmother. What are some of the endearing qualities about her as a woman that you think embodies the spirit of the Jamaican woman?”
Zac Jone$: “I was blessed to be raised by many strong women in my family. My grandmother was one who taught me a lot from a young age. She had so many great qualities, if I’m to call on one it would be her faith as this shaped everything else, she did. She was never afraid to take a leap and everything she did confidently because she knew that God would take care of her. She fought off cancer multiple times through faith when doctors said she wouldn’t. She showed me and I think everybody else she touched the true strength of a woman.”
Carib Voxx: “What was the most teachable moment you can share from working with a veteran in the business like Agent Sasco?”
Zac Jone$: “There’s a lot to be honest. If I could pick one lesson though I think it would have to be that even though he is a living legend, he still does not leave out the next generation. I’m very grateful for his contributions both musically and in the advice he has given me.”
Carib Voxx : “Miss Jamaica is an immensely compelling piece of visual art. How would you advise other upcoming artists about the value of investing in visuals for their songs?
Zac Jone$: “Blessings for that! I would say that one of the reasons I put so much work into my visuals is because I’m coming with a different sound. My sound has always been different, from the start it wasn’t reggae, it wasn’t dancehall and so because people did not understand my vision at times, I had to show them. I also love seeing a visual for a song in my mind, seeing it come to life it’s very fulfilling. To upcoming artists, we live in a visual age where people can google anything they want to see, so investing in your visuals and making it different is what will allow people to grasp your story and understand you as an artist. So, if that means making 1 great video instead of 3 average ones then just do it because it makes a difference.”
Carib Voxx: “You faced criticism for the casting of the Miss Jamaica music video. Some persons expressed concern that it perpetuated a stereotype of how beauty is defined in Jamaica. How do you respond to that?”
Zac Jone$: “I haven’t seen much of that to be honest, I’ve seen where some people have said I could have had more dark-skinned women in the video, but I’ve also seen where a lot of people say that they are glad that I included all shades and backgrounds of women so it’s just what you choose to look at. I set out to show the diversity of Jamaican women not black vs. white vs. brown, I’m talking about specific to even the backgrounds of these women, so for example, though two girls may be brown. One is of Chinese decent while another is of Indian background and as you can see in the video none of those girls look the same it’s just a diverse group of women. I think everybody deserves recognition not just a specific set of people. At the end of the day you have to understand that you can never really please everybody, and because I know my intention is pure, I really don’t think about what people say.”
Carib Voxx: “After releasing a project like Miss Jamaica with such incredible visuals, do you feel pressure to surpass it?”
Zac Jone$: “No, I don’t feel pressure to surpass it because I give each song the video that feels right for that song, I don’t force it. The Miss Jamaica movie was exactly what the song needed because it just supported the story the song is telling. I look at each song as a planet in this overarching Stony universe I’m creating and so I want people to be able to get that from the visuals as well and travel mentally to whichever planet they feel like at the time. That’s how I feel when I listen to my favorite music. So, with Miss Jamaica it’s not really a competition in that department unless I’m making a Miss Jamaica 2 and even then, the visual would just be furthering the story.”
Carib Voxx: “What was the most heart warming compliment or affirmation you received from the release of Miss Jamaica?”
Zac Jone$: “I’ve received a lot of different ones; I think the one that stands out the most is a girl who told me that it made her feel comfortable in her own skin and that’s something she’s been struggling to feel for her whole life. That was one of the messages behind it, so to see that people actually feel that is beautiful.”
Carib Voxx : ” What’s next?”
Zac Jone$: “I’ve got a new single coming out soon called Lonely which Iotosh produced as well, I think you guys will like it a lot.”
Carib Voxx is in full support of Zac Jone$ and his vision. If you have not seen the Miss Jamaica music video, go ahead and watch it, we are sure you will be inspired by it and don’t forget to check out Zac’s other projects.
