Interview: Shaggy Says He Plans To Make Music For Years To Come

Despite decades in the industry, Grammy Award-winning Jamaican artist Shaggy remains unsure if he’s reached his full potential. Much like his compatriot Sean Paul, he plans to continue making music for years to come.

“I can’t say I’ve reached a peak because every time I do something, then something else comes up,” the It Wasn’t Me singer told DancehallMag. “It might not be in music; it might be in something else. I never can say that I’ve reached my peak. You just give it your best. What you’re getting from me now is the best of me; whether it’s to the level of what I used to do, or where I am— you’re getting the best of me.”

With over 40 million albums sold and eight singles reaching the Billboard Hot 100, the 55-year-old’s career has shaped the sound of global pop and Dancehall. Yet, the artist remains driven by passion, not profit. “Some people come to me and say, ‘Well, you’re not doing this for money anymore so why you still doing music?’… This is what I do. Weh mi aguh do, stay home and plant flowers? This is what I do, whether it’s to the level of what I used to do or where I’m at right now.”

This same mindset drives his latest project, Move, a collaboration with Romanian dancer and content creator Lavinia ‘Lavbbe’ Calvin. Like his earlier work, Shaggy is letting the track find its own path. He recalled how Oh Carolina, Boombastic, Angel and It Wasn’t Me were all unique at the time of their release, creating new trends rather than following them.

“I’ve always done music selflessly to kinda please myself. Mi nuh really look pon di market scope. When me did do Oh Carolina, there was nothing on the radio that sounded like it that’s why everybody was copying it. When we did Bombastic, there was no other style like that… same with Angel and It Wasn’t Me. I’m my harshest critic. So, mi haffi please me first, and hopefully that connects. It’s the same thing me a do with Lav; I’m doing something that not just pleases me, but pleases her. Once we put that out, we just see where it guh,” he said.

Released on June 5, Move and its accompanying music video have already garnered over 1.6 million views on YouTube. The track was produced by Shaggy and Costi, with visuals directed by Jay Will.

For Lavbbe, Jamaica has become a special place. She described working with Shaggy as a “dream come true” and the island itself as almost magical.

“First of all, the people and the food. I really felt like I stepped into Disney World. When you see the street parties, and how people truly enjoy (the culture)… it’s just a lively place. I love the whole vibe there, especially the scenery. I would have my holiday home there,” she told DancehallMag, adding that she attended several street dances including Boom Sundays and Uptown Mondays.

Lavbbe

During the discussion, Shaggy also encouraged up-and-coming artists to keep experimenting and pushing boundaries in music.

“Dancehall right now, weh di new youth dem a do, it’s going to find legs,” he confidently stated. “Stars promote culture— superstars shift culture… it’s a new generation now.”

“There’s a generational gap here, and Dancehall will always do its thing. Di younger youth dem aguh do dem ting and I’m fascinated by it to see how dem tek on the game, and the game is much easier now than it was before.”