Marley boys set to popularize reggae (This article appeared in the June 8, 1998 issue of Variety, which featured a special Miami Entertainment supplement - this is the unedited copy, an abridged version appeared in the paper) By Anya McCoy Welcome to Jamaica North. Bob Marley himself could not have predicted the new popularity of reggae, nor its move into big business, with Miami as its base. Long after his death, members of his family and other South florida artists are leading into the mainstream. The last few years have seen a flurry of activity, as local bands have evolved their music with new multigenre sounds and taken greater commercial control of their product. While such bands are cutting Grammy-winning albums, they are also producing songs for soundtracks, leasing others for commercials, and even getting into the restaurant biz. Reggae's close association with Miami dates back to 1977, when Marley purchased a home here. Since then, practically the whole Marley clan has come to be based in South Florida, and in the 1990s several dozen more top reggae artists have relocated to Florida. Of all the children, Ziggy Marley and the Melody Makers are the most visible, and have had the most success to date. Marley's brother, Richard Booker, is making deals and moving the business forward. The Marleys wants to take reggae to the next stage of evolution, where the music and the message can move more into the mainstream. Booker and Bob's sons Ziggy, Stephen, Rohan, Robbie, Julian, and Damian have formed "Marley Boys, Inc." looking towards that goal. As part of increased visibility in the mainstream, the Melody Makers are featured in TV ads for CoverGirl cosmetics. Booker heads up Nine Miles Inc. from his Miami office, overseeing the running of the Visitors Center in Jamaica where tourists can make pilgrimages to Bob's birthplace and mausoleum. He is the executive producer of the annual Miami Bob Marley Caribbean Festival, and appeared in the Woody Harrelson movie "Palmetto". The Marleys will open the flagship of a planned series of reggae cafes, a la the "House of Blues" by Dec. 98 at Universal Studios in Orlando. The site will also pay homage to Bob and his life. More movie and music deals and tie-ins are in the works. Many other major reggae artists have followed the migration to Miami , among them Inner Circle's core of original members, who moved to Miami in 1984. In 1996, they built a large, Mediterranean style recording studioin North Miami, and from there conduct their worldwide businesses, Circle Sound, Inc., and their label, SoundBwoy Entertainment. Ian and Roger Lewis, and Lancelot Hall all agree that Miami suits their climatic and cultural needs -- it is warm like Jamaica, the ocean is here, and since 250,000 Jamaicans live in Dade and Broward counties, all of the items they are used to in Jamaica are available here. IC's "Bad Boys" (theme of the TV show "Cops"), helped define the mood of 1980's Miami. "Bad Boy" was later used as the thematic and soundtrack anchor for the Will Smith movie, filmed in Miami. The 1990's Miami reggae sound, perhaps not easily-identifiable with one song, would have to include some influences of American hip-hop, Latin salsa, and maybe a little Haitian rasin (roots) music. Shang Records, ensconced in the plush and trendy Portofino Building on South Beach, is strongly helmed by Clifton "Specialist" Dillon, who has his eye on the big prizes - - movie soundtracks, worldwide tours, signing or creating big names in reggae. He has guided the career of Ky-mani Marley for over a year and a a half, snagging him spots on three movie soundtracks - " Money Talks ", "Senseless", and "Movin on Up" (based on the 70s sitcom, " The Jeffersons"). Patra, Shabba Ranks, M.K. Shine and Mad Cobra are also on the Shang roster. The walls of Ikus Records recording studio/record label/rehearsal hall are plastered with rare reggae posters from owner Tony Gilbert's world travels with Bob Marley and the Wailers in the 70's. Lately Ikus has hosted Ziggy Marley and the Melody Makers, who recorded their 1997 Grammy winning CD "Fallen is Babylon" there. Gilbert feels that there is more freedom to create different forms of music in Miami than in Jamaica. He notes that here, Haitian, Latin, hip hop, dancehall and rock and roll all come together. Carlos Santana and Ziggy jammed at Ikus the night before the Marley Festival in February. . In Jamaica, the monoculture dictates a more purely Jamaican product. The industry product in Jamaica is mostly 7" singles, whether from the most conscious singer to "slack" (i.e. raunchy lyrics) dancehall rhythms. The CDs produced in Jamaica are usually targeted at a Jamaican audience, and, if they make it off the island, distribution is usually poor, except for the big names. Distribution of reggae product has always been a problem, but VP Records , based near Miami, handles about 50 labels and distribute them worldwide. Lloyd Campbell, Manager of Sales and Promotion in their South Florida office, says they chose to locate their branch here because of the ease of distribution. The product may be recorded in Jamaica and produced and shipped from Miami, saving many shipping hassles. New multi-genre sounds, bigger, more mainstream audiences, being in control of their product from inception to distribution and establishing a comfortable "Jamaica North" are the main forces shaping reggae in Miami. 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