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Posted: June 5, 2009
K'Shema Francis's picture
New York, NY - VP Records, based in Jamaica, Queens NY, is a pioneering force in the reggae music industry. From roots & culture to soca and dancehall, VP Records is the only record label that represents the full spectrum of Caribbean music. For the past 25 years, VP has stayed true to the grassroots from whence it came, always serving its core audience first, moving swiftly to keep up with the sounds of the street. VP has expanded its leadership in the effort to present Caribbean culture to a mainstream audience as worldwide demand for reggae rises to new heights. VP has established relationships with various artists to deliver digital content across all commercial channels and a variety of digital platforms, including online and mobile. Donovan Williams, head of digital distribution commented, "the past couple years marked an undoubted tipping point for digital music. It has destabilize the way independent record labels offered music, which accounts for a serious part of their business growth." Mr. Williams added, "Digital media is now established as part of our everyday business and is now making up differences lost by consumers moving away from CDs to downloads. Being the global source for Reggae music content, it has now proved that combining the two factors, gave us the edge to greater and stronger partnership with digital distribution and download services."So far VP digital has provided distribution for various Reggae, Calypso and independent labels, artists and producers; including Techniques Records, Channel One, King Jammys, BLS Music, Charlie's Records to name a few.

Reggae Icon, Ijahman Levi, recently released his catalogue digitally through VP Records stated, "I've had a long relationship with VP. I am happy to be at the frontier of this new endeavor, as I would recommend every artist to partner with VP Records."

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The station officially went on air on August 1, 1990. Reggae in the morning, Reggae in the evening, Reggae in the night was the cry. Critics said it was impossible to sustain a 24-hour Reggae music station. In fact, so strong was the impact, it proved that this format was something the Jamaican public yearned for. The 'little station that could' got all media houses in Jamaica to stand up and take note.

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