Digital Streaming and Career Sustainability in Jamaica’s Music Industry: Rethinking Success for Independent Reggae and Dancehall Artists
Abstract
This article examined how digital streaming is reshaping career sustainability for independent reggae and dancehall artists in Jamaica. Jamaica possesses one of the world’s most influential music cultures, yet the commercial value generated by its music has historically exceeded the share captured by many local creators and music enterprises. The study used an integrative documentary review of peer reviewed research, Jamaican policy documents, copyright and collecting society materials, international cultural economy reports, and music industry data. The findings showed that streaming has expanded international reach, lowered distribution barriers, strengthened access to listener data, and created new pathways through which independent artists can connect with diaspora and global audiences. However, visibility does not automatically translate into sustainable earnings. Platform based royalty systems, playlist and algorithmic gatekeeping, fragmented rights administration, uneven business skills, high promotional demands, and dependence on foreign digital intermediaries continue to limit the capacity of many Jamaican artists to convert cultural influence into stable income. The findings further indicated that streaming works best when treated as one component of a diversified career model that combines recorded music royalties with publishing, live performance, synchronization, brand partnerships, merchandising, direct fan relationships, and effective rights management. The article concluded that success in Jamaica’s contemporary music economy should be assessed not only through streams and visibility but through ownership, recurring revenue, rights capture, audience development, and long term career resilience. It recommended stronger music business education, improved metadata and rights registration, coordinated export support, better use of analytics, and public policy that strengthens Jamaican creators’ bargaining position in the global platform economy.
Keywords: Digital Streaming, Reggae, Dancehall, Independent Artists, Creative Economy, Jamaica
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