Is Negativity Selling More Than Positivity?

Yaadcore sits down with Irie Jam Radio for a world-premiere interview on his new 9-track EP Rasta Time. The EP is out now and features Capleton on "Heathen" and Malaika. He explains why he thinks conscious reggae doesn't get the visibility or budget that dancehall and hip-hop do, what the "reggae revival" really was, and why he calls his songs social commentary on what's happening with Jamaican youth.

In this interview:

• How he went from selector to recording artist

• What the reggae revival was (and wasn't), with Protoje, Chronixx, Jah9 and Kabaka Pyramid

• The Rasta Time EP: Rastafari culture, spirituality, identity and social consciousness

• The "Heathen" collaboration with Capleton

• Why conscious reggae gets less support: "negativity sells more than positivity"

• Fashion, art and building a brand beyond music

• Premiere of "Mind and Body" with Malaika

0:00 Cold open: Why conscious reggae lacks visibility

0:49 Yaadcore in the building

2:07 From selector to recording artist

3:11 What the reggae revival really was

4:18 Breaking down the Rasta Time EP

5:38 Making "Heathen" with Capleton

6:43 Does conscious reggae get enough support?

7:45 Fashion, art and building a brand

9:05 Growth since the album Reggae Land

10:29 World premiere: "Mind and Body" with Malaika

12:17 What he wants fans to feel

13:22 Where to stream Rasta Time

14:09 Release show lineup

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