Musicians launch reggae talent search for emerging Canadian artists

Two artists from Ontario have launched a new talent search they say is meant to support reggae artists looking for ways to break into the industry.

Vencotte “V” Merchant and Brenda Guzman, the founders of the London Reggae Fest, are behind Canada Reggae Rise. They’ve designed the program to help emerging reggae artists connect with mentorship, training and industry support.

“Unfortunately, there is not a consistent ecosystem,” Merchant said, a performer himself. “We wish to be a part of the cultural celebration and the fabric of the community.”

Last year, organizers with the JUNO Awards announced plans to place the reggae recording category on hiatus, prompting debate about how the genre is supported in Canada. It had to reverse the decision following backlash from artists and the music community.

“It matters to Canadians because we are a part of Canadian culture,” Merchant said noting his Caribbean roots which influences his musical style. “We have been able to fuse that Canadian legacy with that reggae heritage. We are simply a stepping stone in that direction.”

Creating a talent pipeline

Canada Reggae Rise is designed as a talent search and development program that Merchant says he wished existed earlier in his career.

He said the initiative also grew out of the overwhelming number of artists who applied to perform at London Reggae Fest, forcing organizers to turn some away.

“As a writer and producer, we have experienced roadblocks, empty avenues,” Merchant said. “Through this, we have realised how we can support creating an ecosystem, and that’s what we have done.”

Artists are invited to audition for the program through an open call, with selected performers advancing to the next stage of the competition which includes performing a reggae cover, presenting an original song.

They’re also asked to take part in a London Bicentennial anthem challenge, where artists write and perform a song inspired by the city’s 200-year celebration.

The program will culminate in a final showcase during London Reggae Fest weekend in September where participants will perform in front of a panel of industry judges.

“We are already having applications from Montreal, Ottawa, Toronto, and even a band from BC,” Merchant said.

The organizers say they have applied for grants through the City of London and the London Arts Council and are developing the initiative through their label, VIP Level Records, while seeking additional partners.

Guzman said participants are also invited to take part in workshops and mentorship sessions focused on areas such as songwriting, stage presence and navigating the music industry.

“The workshops are a way to let them know there’s assistance out there, and there’s people that are willing to come out and help you,” she said. “We’re trying to bridge that gap between the artists and the music community.”

Applications for the Canada Reggae Rise talent search are still open, with the first live audition expected to take place June 19.

“This has given us the opportunity to give something back to the city that would live beyond our legacy” Merchant said.