Shaggy, Sting top Billboard Reggae Chart
Dancehall star Shaggy and British rock star Sting have both made it to the top of the Billboard Reggae Charts with their collaborative album, '44/876'.
Sharing many accomplishments between them, Mr Boombastic Shaggy is neither surprised nor greatly moved by topping the chart.
Taking note of their longevity in the industry, he is giving more attention to how receptive the wider audience will be.
"I don't want to put a damper on the thing; it's an accomplishment. But it really doesn't take high numbers to make it No. 1 on the Billboard Reggae Charts," Shaggy told The STAR.
Still, Shaggy remains proud of the numbers his collaborative work with Sting did achieve.
MORE BUZZWORTHY POSITIONS
For the veteran dancehall star, what is more buzzworthy is the fact that 44/876 debuted at No. 40 on the Billboard Top 200 - a chart which pools all the media outlet's recognised musical genres.
"The weakest point was [North] America; radio support was not as strong - and we know that has to do with age. Looking at the music industry now, it's geared towards a younger demographic. With overseas, international labels, we had more success because they're not like America; it's not about age," Shaggy said.
Numbers show that the rock-reggae album has been positively received by non-America audiences.
Shaggy shared with The STAR more impressive chart placements across Europe and South America.
In France, the album sits in the top five, and in Canada, the top 10. The album is also No. 1 in Germany, Poland, Austria, and Argentina.
"Overall, we're looking well. We knew the challenges were coming. We knew we were moving upstream, so we had to shape the current, moving upstream," Shaggy told The STAR.
On June 19, the pair will be heading to Europe, with the intent to take on the North American frontier thereafter.