‘John Crow’ stunt doesn’t fly right with viewers - But culture expert says it’s nothing new

While several members of the public have expressed outrage over the aspiring artiste Currentzicks using a turkey vulture/John Crow on stage while performing his single, Top Johncrow, musical professor/lecturer Professor Donna Hope said such tactics are nothing new, as 'controversy sells'.

Professor Hope told THE STAR that artistes are known for these exaggerated marketing styles, but should be careful it doesn't hurt their careers.

"This particular behaviour isn't uncommon. Artistes do try to use controversial behaviour and tactics to draw attention. If you recall, in 2014, there was an artiste, Ikon D Link, who climbed up on a pole in Half-Way Tree trying to get attention. He did get a lot of attention but I am not sure how it helped his career. Back in the days, artistes used flamboyant costumes, branded sounds or phrases, onstage lyrical clashes, and exaggerated performance styles, which all fed into their craft and worked marvellously. Many of them remain household names today," she said.

"I believe that the level of competition is so intense and there are so many new and aspiring players that people are using controversy to grab attention. This isn't new, just different," she added.

Currentzicks recently stunned the crowd at the Born To Shine Talent Search and After Party in Mandeville, Manchester as he emerged onstage fully clothed in a black feathered outfit to match his 'John Crow Boss' image before performing the song with the bird in hand. Though members of the audience railed to his lyrics while 'firing blanks' and chanting 'Why yuh dweet John Crow?', to their amusement, the social media comments were filled with mixed reactions about the safety and protection of wild animals. Others seemed disgusted at the extent to which some artistes will go for fame.

"The dancehall fans love when mi perform the Top Johncrow with the John Crow inna mi hand. Is a baby, so it can fit inna mi hand. Mi let it go and it come back to me all the time," Currentzicks stated in a recent interview while claiming that he "rescued the bird which was left abandoned by its caregiver". The National Environmental Planning Agency is said to be investigating the matter.

However, when asked if she believes modern-day artistes and local music are trending in the right direction, Professor Hope said "they are using all mechanisms to get attention and putting out a great deal of music".

She encouraged artistes to "ensure that they are equipped with the right team to ensure that they gain and retain the appropriate branding that guarantees their success and longevity".

"Music is a business and should be treated as such," said Professor Hope.

"No, I am not worried about our music. We have successfully given the world seven genres of music. Our artistes and their music continue to make an impact all over the world. In addition, the cultures [fashion, style, dance, language] that accompany our genres are also very popular," she said.

"All artistes will always need visibility so that they and their musical product can thrive and give them the rewards they desire and deserve. Remember that, for some careers, it is the graphic displays that guarantee their specific audience will gravitate towards them," she added.

The cultural professor laid out key practices and principles for both established and aspiring artistes to undertake in securing longevity in music.

"Especially for young artistes - try to develop a unique sound or set of lyrics or phrases that make you distinguished from the crowd. Build out your online presence, ensure that your team manages your social media and uploads high-quality content. [Also] network, network, network and try to collaborate ... with other artistes and producers. [Additionally] attend industry events ... build your relationships, [while] using your lyrics to tell stories and develop your writing skills," she advised.

"And, for established artistes, ensure that you evolve and adapt; stay relevant and try new sounds and styles but always keep your signature. Try to diversify your brand and find other outlets for your creativity, like fashion, etc, [to] expand your revenue streams, [and finally] be a mentor, give back to the industry and to the culture and share your knowledge and experience," she encouraged.