Dancehall music over the years has undergone a myriad of changes and adjustments, with each generation of musicians adding their flavour to the sauce. Producer Jahvy started his musical journey over a decade ago, having attended the Edna Manley College of the Visual and Performing Arts School of Music, majoring in Music Education and Performance. Although his tenure was cut short, it proved no hindrance for him and he has since made a name for himself as the Tru Ambassador, working with the likes of Alkaline, Mavado, Jahmiel, Kranium and Bugle to name a few. Carib Voxx recently had the privilege of having a conversation with the St. Catherine native behind hits like ‘My Love’, ‘Mirage’, ‘Soul Survivor Riddim’, ‘Gal Policy’ and ‘Ocean Wave’.
CARIB VOXX: You have now spent 14 years in the industry. How do you feel looking back at the early stages of your career to your present success?
Jahvy: Looking back it has been an amazing journey learned so much and met some amazing people throughout the industry and even just supporters so it has been a very great opportunity.
CARIB VOXX: ‘Ocean Wave’ is one of Alkaline’s biggest songs to date, it has surpassed the typical 3 months span that most dancehall songs will last. What do you believe caused this song to be so impactful?
Jahvy: Alkaline has always been known for classics with his music always having that longevity effect from the start of his career, ocean wave is just another example of how good he is as an artiste in making music.
CARIB VOXX: ‘Hostage’ from Alkaline’s ‘Top Prize’ album which you produced is being highlighted as one of the best tracks on the album, how did the beat for ‘Hostage’ come about?
Jahvy: The beat was just another usual day for me in the studio I know my responsibility as a music producer is to be creative so I just sat down and decided to come up with something that I could put out for my fans to love this year.
CARIB VOXX: What’s your creative process when making beats, do you start with drums or melodies first?
Jahvy: My creative process comes with the mood I’m in or the project I’m working on. There’s no set way i make beats it just depends on the vibe.
CARIB VOXX: “Trap dancehall” / “modern dancehall” are some of the names that are synonymous with the genre today. How do you feel about the current sound of the music?
Jahvy: Over time the sound has changed and nothing is wrong with change, I believe music should be a thing that’s done from the heart and as long as it’s productive and well put together I have no issues. Dancehall will forever be dancehall but it’s inevitable that changes will come as with anything.
CARIB VOXX: Kanium’s ‘Gal Policy’ is a next hit from your catalog, how different is it working with an artist on a major label versus working with an independent dancehall artist and did this project open doors for you internationally?
Jahvy: I don’t think labels have anything to do with an artistes creativity but on the business aspect of it certain protocols are different with signed artiste but that’s all really.
CARIB VOXX: “Jugglings” versus singles, which do you prefer and why?
Jahvy: No preference. I just take my time to put my projects together and then release them based on relevance. The space is huge for music so there’s always time to experiment and do different things.
CARIB VOXX: You have mentioned using Apple Logic as your DAW of choice in past interviews, why Logic and what’s your favourite VST synthesizers to use to make beats?
Jahvy: No favorite VST the creative process for me happens in the moment and with whichever sounds I think fit best.
CARIB VOXX: Your record label Tru Ambassador is doing well at the moment, what’s next for your label in the near future?
Jahvy: As a company along with my team partners @week.day and @1falconn we’ve always just been looking into new ways to expand our brand evolve the sound as well as looking into new ways and idea of involving our fans in the brand with stuff such as merchandise and always more music.
