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September 29, 2005
HardRock & African Love Join Forces
United States-based African Love Music Group Inc., one of the most celebrated reggae dancehall recording labels will be re-launching its label in a major campaign that unfolds over two days. One event will be held at the West Indian Social Club Hartford Connecticut on November 11, and the other is slated to be held at Wild Palm in Bronx, New York on Saturday, November 12
The label, which is largely responsible for the crossover of dancehall in the North American market, and the development of several Jamaican talents will be re-launching with the assistance of HardRock Entertainment Group Limited, one of Jamaica's leading entertainment marketing companies.
"After a decade of solid achievements and involvement in the reggae dancehall music industry, African Love Records has decided to rekindle its presence globally," Claude Evans, chief executive officer of African Love Records, said when contacted at his New York office.
African Love Records is the home of Jamaican superstar Shinehead, and the producer of several albums for some of reggae music's greatest artistes such as Dennis Brown, Judy Mowatt, Shinehead, Bob Marley and of recent Lady Saw and Nada, a Trinidadian-Indian Reggae artiste
Mr. Evans sees this new launch as important as he has a lot of current material and ideas which he believes will benefit the industry positively. A tour is currently being organized to kick off in November in Connecticut and New York as well as other mid-Western States featuring reggae dancehall's greatest singers such as Freddy McGregor, Richie Stevens, Frankie Paul, Shinehead and others to be confirmed.
According to Evans, there is also a dancehall tour slated for December 2005 which is slated to feature Turbulence alongside other current dancehall greats. Mr. Evans said that the partnership with HardRock Entertainment Group on the local and international market, should be fruitful.
"The group has already secured prime time spots for a year on major radio and television station across America and Canada and we are eagerly anticipating the opening of a permanent base in Jamaica to assist with artiste development, recordings, music video production, album compilation, and distribution," Mr. Evans said.
To this end, African Love Records has bought real estate in the 'Big Apple', New York City, and started three music outlets and a pressing plant.
When contacted, Ian Coke of HardRock Entertainment said that the partnership was timely and consistent with his company's goal and looked forward "for positive results and success in the relationship". He also said that the partnership should be "not only rewarding but it will provide added experience because of African Love's track record, success and expertise in marketing reggae internationally".