Two Ontario artists have introduced a new talent search aimed at assisting reggae artists in entering the music industry. Vencotte “V” Merchant and Brenda Guzman, creators of the London Reggae Fest, are the masterminds behind Canada Reggae Rise. This initiative aims to provide mentorship, training, and industry support to emerging reggae talents.
Merchant, a performer himself, expressed the need for a more consistent ecosystem within the industry, emphasizing their desire to contribute to the cultural celebration and community fabric. The move comes after the JUNO Awards had initially decided to put the reggae recording category on hold, sparking discussions on the genre’s support in Canada. Following strong opposition from artists and the music community, the decision was reversed.
Merchant highlighted the importance of reggae in Canadian culture, drawing from his Caribbean roots that influence his musical style. He emphasized the fusion of Canadian legacy with reggae heritage, positioning their initiative as a pivotal step in that direction.
Canada Reggae Rise serves as a talent search and development program that Merchant wished existed earlier in his career. The idea stemmed from the overwhelming number of artists who applied to perform at the London Reggae Fest, leading organizers to reject some applications.
Artists can audition for the program through an open call, with selected participants progressing to the next stage involving a reggae cover performance, presentation of an original song, and participation in a London Bicentennial anthem challenge. The program will conclude with a final showcase during the London Reggae Fest weekend in September, where participants will perform for a panel of industry judges.
The organizers have reached out to artists from various regions, including Montreal, Ottawa, Toronto, and even a band from British Columbia. They are actively seeking grants from the City of London and the London Arts Council while collaborating with their label, VIP Level Records, to further develop the initiative and secure additional partnerships.
Guzman mentioned that participants will have the opportunity to engage in workshops and mentorship sessions focusing on songwriting, stage presence, and navigating the music industry. The workshops aim to inform artists about available support and bridge the gap between artists and the music community.
Applications for the Canada Reggae Rise talent search are still being accepted, with the first live audition scheduled for June 19. Merchant expressed gratitude for the opportunity to contribute something enduring to the city beyond their own legacy.