Dancehall queen contest promoter gets into production

June 15, 2018
Contributed Montana

American promoter Montana is expanding her brand to include music production.

The promoter, known for her work with the annual International Dancehall Queen competition, has teamed up with a slew of Jamaican recording artistes for new projects and she's hoping to take dancehall and reggae music to new heights through her more recent endeavours.

The promoter-turned-producer registered her label, Montana Music, with the American Society of Composers, Authors and Publishers in 2011, but she did not get into the thick of things as it relates to music until now.

She has decided, however, that 2018 is going to be the year she takes on the musical challenge and has since joined forces with the likes of Tommy Lee Sparta for the single 6up, and Savage for the effort Hot Patty.

Montana is also working with fast-rising female dancehall star, Shenseea.

Speaking with The WEEKEND STAR about her new projects, Montana said although she's working with dancehall entertainers, the local market is not her only target.

"Dancehall music has to buss in Jamaica since it is a Jamaican genre. however, I am an American, so I want my music to spread to the US and other international destinations. So, basically, my aim is to make my productions internationally known," she said.

Montana believes her goal is achievable once she sticks to her marketing plan.

"My event promotions were all in the dancehall industry, so it makes it easier for me because I am basically dealing with the same framework and the same people," she said. "It's all about marketing and advertising, whether you are a promoter or a producer."

Montana said the Jamaican acts she has worked with so far have been very professional.

"It has been fabulous ... and they have all shown great communication and follow-through. I believe the work we have started will do great things, and I'm looking forward to working with more Jamaican artistes soon," she said.

A music video for Hot Patty will be released in the coming weeks. Montana says music lovers will enjoy it because the song has an upbeat tempo and an international appeal.

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