IRIE FM

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1. 0:00For the first time we could hear our
2. 0:03For the first time we could hear our music, the music that connected with us
3. 0:06music, the music that connected with us
4. 0:06music, the music that connected with us on a spiritual deeper level. We could
5. 0:09on a spiritual deeper level. We could
6. 0:09on a spiritual deeper level. We could hear it all the time if we wanted to.
7. 0:24Did you know that the land of reggae was
8. 0:26Did you know that the land of reggae was busy suppressing reggae music at home up
9. 0:28busy suppressing reggae music at home up
10. 0:28busy suppressing reggae music at home up until 1990 while the rest of the world
11. 0:31until 1990 while the rest of the world
12. 0:31until 1990 while the rest of the world was enjoying it?
13. 0:33was enjoying it?
14. 0:33was enjoying it? Let me tell you about a man named Carl
15. 0:34Let me tell you about a man named Carl
16. 0:34Let me tell you about a man named Carl Young and the birth of a radio station
17. 0:37Young and the birth of a radio station
18. 0:37Young and the birth of a radio station named Irie FM.
19. 0:40See, until 1973, the island had a daily
20. 0:43See, until 1973, the island had a daily newspaper that was directly under the
21. 0:46newspaper that was directly under the
22. 0:46newspaper that was directly under the control of five members of the 21
23. 0:48control of five members of the 21
24. 0:48control of five members of the 21 families. We'll talk more about the 21
25. 0:50families. We'll talk more about the 21
26. 0:50families. We'll talk more about the 21 families later.
27. 0:52families later.
28. 0:52families later. Radio Jamaica was one of two radio
29. 0:54Radio Jamaica was one of two radio
30. 0:54Radio Jamaica was one of two radio stations on the island and it was
31. 0:56stations on the island and it was
32. 0:56stations on the island and it was entirely foreign owned. The other
33. 0:58entirely foreign owned. The other
34. 0:58entirely foreign owned. The other station, the Jamaica Broadcasting
35. 0:59station, the Jamaica Broadcasting
36. 0:59station, the Jamaica Broadcasting Corporation or JBC, was owned by the
37. 1:02Corporation or JBC, was owned by the
38. 1:02Corporation or JBC, was owned by the government, which at that time was
39. 1:04government, which at that time was
40. 1:04government, which at that time was technically then owned by the elite.
41. 1:08technically then owned by the elite.
42. 1:08technically then owned by the elite. And what I mean by that is the elite
43. 1:09And what I mean by that is the elite
44. 1:09And what I mean by that is the elite class was also the business class, which
45. 1:11class was also the business class, which
46. 1:11class was also the business class, which were responsible for major advertising
47. 1:13were responsible for major advertising
48. 1:13were responsible for major advertising on the the state-owned radio station.
49. 1:15on the the state-owned radio station.
50. 1:15on the the state-owned radio station. And so then the the advertisers that
51. 1:18And so then the the advertisers that
52. 1:18And so then the the advertisers that were responsible for the revenue was
53. 1:20were responsible for the revenue was
54. 1:20were responsible for the revenue was basically in charge of the station.
55. 1:22basically in charge of the station.
56. 1:22basically in charge of the station. Let me expound. As a Christian country,
57. 1:25Let me expound. As a Christian country,
58. 1:25Let me expound. As a Christian country, of course, both stations find it prudent
59. 1:27of course, both stations find it prudent
60. 1:27of course, both stations find it prudent to provide listeners with 17 and a
61. 1:30to provide listeners with 17 and a
62. 1:30to provide listeners with 17 and a quarter hours of weekly religious
63. 1:31quarter hours of weekly religious
64. 1:31quarter hours of weekly religious programming.
65. 1:33programming.
66. 1:33programming. 0.8% more time than it allotted to
67. 1:360.8% more time than it allotted to
68. 1:360.8% more time than it allotted to public affairs. 80% or 215 and a quarter
69. 1:40public affairs. 80% or 215 and a quarter
70. 1:40public affairs. 80% or 215 and a quarter hours of all airtime on AM radio is
71. 1:43hours of all airtime on AM radio is
72. 1:43hours of all airtime on AM radio is devoted to entertainment consisting of
73. 1:45devoted to entertainment consisting of
74. 1:45devoted to entertainment consisting of soap operas, quizzes, and North American
75. 1:49soap operas, quizzes, and North American
76. 1:49soap operas, quizzes, and North American style disc jockey programs.
77. 1:52style disc jockey programs.
78. 1:52style disc jockey programs. So you have to understand that reggae
79. 1:54So you have to understand that reggae
80. 1:54So you have to understand that reggae music at that time was largely protest
81. 1:56music at that time was largely protest
82. 1:56music at that time was largely protest music. A lot of the lyrics of this music
83. 1:59music. A lot of the lyrics of this music
84. 1:59music. A lot of the lyrics of this music was pro-Africa
85. 2:01was pro-Africa
86. 2:01was pro-Africa and was pushing the black majority to
87. 2:05and was pushing the black majority to
88. 2:05and was pushing the black majority to not only recognize
89. 2:08not only recognize
90. 2:08not only recognize their inherent strengths and to
91. 2:10their inherent strengths and to
92. 2:10their inherent strengths and to recognize that they are the majority,
93. 2:12recognize that they are the majority,
94. 2:12recognize that they are the majority, but also to reject these Eurocentric
95. 2:15but also to reject these Eurocentric
96. 2:15but also to reject these Eurocentric notions that the tiny white elite was
97. 2:20notions that the tiny white elite was
98. 2:20notions that the tiny white elite was pushing on the populace. It's also
99. 2:22pushing on the populace. It's also
100. 2:22pushing on the populace. It's also interesting to note that at that time
101. 2:24interesting to note that at that time
102. 2:24interesting to note that at that time Jamaica was a strong supporter of the
103. 2:25Jamaica was a strong supporter of the
104. 2:25Jamaica was a strong supporter of the anti-apartheid movement in South Africa.
105. 2:28anti-apartheid movement in South Africa.
106. 2:28anti-apartheid movement in South Africa. Meanwhile, at home, they were very much
107. 2:31Meanwhile, at home, they were very much
108. 2:31Meanwhile, at home, they were very much in the hands of the white elite and were
109. 2:34in the hands of the white elite and were
110. 2:34in the hands of the white elite and were not supporting any major black power
111. 2:37not supporting any major black power
112. 2:37not supporting any major black power movement at home.
113. 2:39movement at home.
114. 2:39movement at home. I quote, "Because the media owners and
115. 2:41I quote, "Because the media owners and
116. 2:41I quote, "Because the media owners and managers are a part of the very status
117. 2:43managers are a part of the very status
118. 2:43managers are a part of the very status quo that would be threatened by the
119. 2:45quo that would be threatened by the
120. 2:45quo that would be threatened by the redistribution of power within the
121. 2:47redistribution of power within the
122. 2:47redistribution of power within the society, any serious governmental
123. 2:50society, any serious governmental
124. 2:50society, any serious governmental initiative to achieve such
125. 2:51initiative to achieve such
126. 2:51initiative to achieve such redistribution will meet resistance from
127. 2:54redistribution will meet resistance from
128. 2:54redistribution will meet resistance from them." So, reggae music was relegated to
129. 2:57them." So, reggae music was relegated to
130. 2:57them." So, reggae music was relegated to a few songs in the afternoon hours and
131. 3:01a few songs in the afternoon hours and
132. 3:01a few songs in the afternoon hours and they always balanced it with like some
133. 3:03they always balanced it with like some
134. 3:03they always balanced it with like some North American songs. And that's why so
135. 3:05North American songs. And that's why so
136. 3:05North American songs. And that's why so many Jamaicans know soul and R&B songs
137. 3:08many Jamaicans know soul and R&B songs
138. 3:08many Jamaicans know soul and R&B songs word for word, because that's what
139. 3:10word for word, because that's what
140. 3:10word for word, because that's what That's all we had to listen to like 90%
141. 3:13That's all we had to listen to like 90%
142. 3:13That's all we had to listen to like 90% of the time. Reggae and dancehall music
143. 3:15of the time. Reggae and dancehall music
144. 3:15of the time. Reggae and dancehall music was mostly played in the late-night to
145. 3:17was mostly played in the late-night to
146. 3:17was mostly played in the late-night to early morning hours and sometimes on on
147. 3:21early morning hours and sometimes on on
148. 3:21early morning hours and sometimes on on a weekend, we could hear like a top 40
149. 3:24a weekend, we could hear like a top 40
150. 3:24a weekend, we could hear like a top 40 countdown or like a a top 100 countdown,
151. 3:27countdown or like a a top 100 countdown,
152. 3:28countdown or like a a top 100 countdown, but it was mainly
153. 3:30but it was mainly
154. 3:30but it was mainly North American and European music.
155. 3:34North American and European music.
156. 3:34North American and European music. So, the people were hungry for their
157. 3:35So, the people were hungry for their
158. 3:36So, the people were hungry for their music, the music that was the voice of
159. 3:38music, the music that was the voice of
160. 3:38music, the music that was the voice of the people, which was reggae music. Fast
161. 3:40the people, which was reggae music. Fast
162. 3:41the people, which was reggae music. Fast forward to August 1st, 1990,
163. 3:44forward to August 1st, 1990,
164. 3:44forward to August 1st, 1990, when Irie FM came on air with the
165. 3:47when Irie FM came on air with the
166. 3:47when Irie FM came on air with the slogan, "Reggae in the morning, reggae
167. 3:50slogan, "Reggae in the morning, reggae
168. 3:50slogan, "Reggae in the morning, reggae in the evening, and reggae at night.
169. 3:53in the evening, and reggae at night.
170. 3:53in the evening, and reggae at night. This is on the IRIE FM website. Critics
171. 3:56This is on the IRIE FM website. Critics
172. 3:56This is on the IRIE FM website. Critics said it was impossible to sustain a
173. 3:58said it was impossible to sustain a
174. 3:58said it was impossible to sustain a 24-hour reggae music station. In fact,
175. 4:0124-hour reggae music station. In fact,
176. 4:0124-hour reggae music station. In fact, so strong was the impact, it proved that
177. 4:05so strong was the impact, it proved that
178. 4:05so strong was the impact, it proved that this format was something the Jamaican
179. 4:07this format was something the Jamaican
180. 4:07this format was something the Jamaican public yearned for.
181. 4:09public yearned for.
182. 4:09public yearned for. The naysayers did not count on the
183. 4:12The naysayers did not count on the
184. 4:12The naysayers did not count on the strength of 40 years of rich, pulsating
185. 4:15strength of 40 years of rich, pulsating
186. 4:15strength of 40 years of rich, pulsating Jamaican music.
187. 4:18Jamaican music.
188. 4:18Jamaican music. IRIE FM had revolutionized the airwaves
189. 4:21IRIE FM had revolutionized the airwaves
190. 4:21IRIE FM had revolutionized the airwaves with its reggae format. Never before has
191. 4:24with its reggae format. Never before has
192. 4:24with its reggae format. Never before has Jamaica and her people been exposed to
193. 4:26Jamaica and her people been exposed to
194. 4:26Jamaica and her people been exposed to Jamaican culture and music in the way
195. 4:28Jamaican culture and music in the way
196. 4:28Jamaican culture and music in the way IRIE FM has done it.
197. 4:30IRIE FM has done it.
198. 4:30IRIE FM has done it. IRIE FM has developed a personal
199. 4:32IRIE FM has developed a personal
200. 4:32IRIE FM has developed a personal relationship with its listeners,
201. 4:34relationship with its listeners,
202. 4:34relationship with its listeners, unprecedented in Jamaican media as the
203. 4:37unprecedented in Jamaican media as the
204. 4:37unprecedented in Jamaican media as the acronym states, Innovative Radio
205. 4:39acronym states, Innovative Radio
206. 4:39acronym states, Innovative Radio Inspiring Everyone.
207. 4:42Inspiring Everyone.
208. 4:42Inspiring Everyone. In no time, IRIE FM carved out a special
209. 4:46In no time, IRIE FM carved out a special
210. 4:46In no time, IRIE FM carved out a special niche and endeared a large, loyal
211. 4:49niche and endeared a large, loyal
212. 4:49niche and endeared a large, loyal audience, becoming the people's number
213. 4:52audience, becoming the people's number
214. 4:52audience, becoming the people's number one radio station. You see, for the
215. 4:54one radio station. You see, for the
216. 4:54one radio station. You see, for the first time we were hearing ourselves.
217. 4:56first time we were hearing ourselves.
218. 4:57first time we were hearing ourselves. For the first time we could hear people
219. 4:58For the first time we could hear people
220. 4:58For the first time we could hear people speak patois freely on the radio,
221. 5:02speak patois freely on the radio,
222. 5:02speak patois freely on the radio, unhindered. For the first time we could
223. 5:05unhindered. For the first time we could
224. 5:05unhindered. For the first time we could hear our music, the music that connected
225. 5:09hear our music, the music that connected
226. 5:09hear our music, the music that connected with us on a spiritual, deeper level. We
227. 5:12with us on a spiritual, deeper level. We
228. 5:12with us on a spiritual, deeper level. We could hear it all the time if we wanted
229. 5:14could hear it all the time if we wanted
230. 5:14could hear it all the time if we wanted to. And suddenly, every person, every
231. 5:18to. And suddenly, every person, every
232. 5:18to. And suddenly, every person, every office, every taxi, every bus was
233. 5:21office, every taxi, every bus was
234. 5:21office, every taxi, every bus was playing IRIE FM.
235. 5:23playing IRIE FM.
236. 5:23playing IRIE FM. The DJs at IRIE FM were the first to
237. 5:25The DJs at IRIE FM were the first to
238. 5:25The DJs at IRIE FM were the first to give songs by Shabba Ranks, Papa San,
239. 5:27give songs by Shabba Ranks, Papa San,
240. 5:27give songs by Shabba Ranks, Papa San, Garnet Silk, Cutty Ranks, Tony Rebel,
241. 5:29Garnet Silk, Cutty Ranks, Tony Rebel,
242. 5:29Garnet Silk, Cutty Ranks, Tony Rebel, all those artists, to give them power
243. 5:31all those artists, to give them power
244. 5:31all those artists, to give them power play on the radio. Something that never
245. 5:34play on the radio. Something that never
246. 5:34play on the radio. Something that never happened before the birth of IRIE FM.
247. 5:38happened before the birth of IRIE FM.
248. 5:38happened before the birth of IRIE FM. And when it came to advertising, IRIE FM
249. 5:41And when it came to advertising, IRIE FM
250. 5:41And when it came to advertising, IRIE FM had a winning format. They used two
251. 5:43had a winning format. They used two
252. 5:43had a winning format. They used two people to do their voice overs in
253. 5:46people to do their voice overs in
254. 5:46people to do their voice overs in patois. You know, remember Pinky and
255. 5:48patois. You know, remember Pinky and
256. 5:48patois. You know, remember Pinky and Joobie? Yeah, completely won over the
257. 5:50Joobie? Yeah, completely won over the
258. 5:50Joobie? Yeah, completely won over the listenership. People were looking
259. 5:52listenership. People were looking
260. 5:52listenership. People were looking forward to the ads by Pinky and Joobie
261. 5:55forward to the ads by Pinky and Joobie
262. 5:55forward to the ads by Pinky and Joobie like they were some big um artists
263. 5:58like they were some big um artists
264. 5:58like they were some big um artists playing. Irie FM not only pioneered a
265. 6:01playing. Irie FM not only pioneered a
266. 6:01playing. Irie FM not only pioneered a 24-hour reggae format in Jamaica, but
267. 6:0424-hour reggae format in Jamaica, but
268. 6:0424-hour reggae format in Jamaica, but they also had programs on air that
269. 6:08they also had programs on air that
270. 6:08they also had programs on air that featured prominently featured African
271. 6:11featured prominently featured African
272. 6:11featured prominently featured African history. And also, they had um a
273. 6:15history. And also, they had um a
274. 6:15history. And also, they had um a segment, I think it was called Running
275. 6:17segment, I think it was called Running
276. 6:17segment, I think it was called Running Africa. They promoted not just African
277. 6:20Africa. They promoted not just African
278. 6:20Africa. They promoted not just African history, black empowerment, but also
279. 6:24history, black empowerment, but also
280. 6:24history, black empowerment, but also Rastafarianism.
281. 6:26Rastafarianism.
282. 6:26Rastafarianism. Remember now that there
283. 6:29Remember now that there
284. 6:29Remember now that there up until that time, we were and probably
285. 6:32up until that time, we were and probably
286. 6:32up until that time, we were and probably there still is uh some of it now wherein
287. 6:35there still is uh some of it now wherein
288. 6:35there still is uh some of it now wherein we we relegated Rastafarians to the back
289. 6:38we we relegated Rastafarians to the back
290. 6:38we we relegated Rastafarians to the back of the line. They were not a people who
291. 6:41of the line. They were not a people who
292. 6:41of the line. They were not a people who were to be celebrated and and and put at
293. 6:44were to be celebrated and and and put at
294. 6:44were to be celebrated and and and put at the front of the house. But, Irie FM put
295. 6:47the front of the house. But, Irie FM put
296. 6:47the front of the house. But, Irie FM put people like I-Lee Skelly on air, and
297. 6:51people like I-Lee Skelly on air, and
298. 6:51people like I-Lee Skelly on air, and she, a Rastafarian woman,
299. 6:54she, a Rastafarian woman,
300. 6:54she, a Rastafarian woman, really had um in her program a lot of
301. 6:57really had um in her program a lot of
302. 6:58really had um in her program a lot of knowledge and wisdom about black
303. 7:00knowledge and wisdom about black
304. 7:00knowledge and wisdom about black empowerment and Rastafarianism and
305. 7:03empowerment and Rastafarianism and
306. 7:03empowerment and Rastafarianism and African history. And so, nowadays, if
307. 7:06African history. And so, nowadays, if
308. 7:06African history. And so, nowadays, if you turn on the radio in Jamaica, you
309. 7:08you turn on the radio in Jamaica, you
310. 7:08you turn on the radio in Jamaica, you will hear a lot of reggae music. You
311. 7:10will hear a lot of reggae music. You
312. 7:10will hear a lot of reggae music. You will hear the other stations, the
313. 7:12will hear the other stations, the
314. 7:13will hear the other stations, the traditional stations that had existed
315. 7:14traditional stations that had existed
316. 7:15traditional stations that had existed pre-Irie FM, now you will hear them
317. 7:18pre-Irie FM, now you will hear them
318. 7:18pre-Irie FM, now you will hear them playing a lot of reggae music. But, this
319. 7:22playing a lot of reggae music. But, this
320. 7:22playing a lot of reggae music. But, this never used to be the case.
321. 7:24never used to be the case.
322. 7:24never used to be the case. Irie FM, when they saw that not only did
323. 7:28Irie FM, when they saw that not only did
324. 7:28Irie FM, when they saw that not only did the listeners
325. 7:30the listeners
326. 7:30the listeners move to Irie FM,
327. 7:33move to Irie FM,
328. 7:33move to Irie FM, I remember we're a black majority
329. 7:34I remember we're a black majority
330. 7:34I remember we're a black majority country.
331. 7:36country.
332. 7:36country. When the listeners moved to Irie FM, the
333. 7:38When the listeners moved to Irie FM, the
334. 7:38When the listeners moved to Irie FM, the whole musical landscape changed, the
335. 7:40whole musical landscape changed, the
336. 7:40whole musical landscape changed, the whole radio landscape changed. Karl
337. 7:43whole radio landscape changed. Karl
338. 7:43whole radio landscape changed. Karl Young also founded Zip 103 FM, which
339. 7:46Young also founded Zip 103 FM, which
340. 7:46Young also founded Zip 103 FM, which featured mainly reggae, dancehall, hip
341. 7:49featured mainly reggae, dancehall, hip
342. 7:49featured mainly reggae, dancehall, hip hop, rap, a lot of the music that
343. 7:51hop, rap, a lot of the music that
344. 7:51hop, rap, a lot of the music that resonates with black people.
345. 7:53resonates with black people.
346. 7:53resonates with black people. He died on June 10th, 2010, and was
347. 7:56He died on June 10th, 2010, and was
348. 7:56He died on June 10th, 2010, and was posthumously awarded a national honor
349. 7:59posthumously awarded a national honor
350. 7:59posthumously awarded a national honor for his contribution to Jamaica's
351. 8:01for his contribution to Jamaica's
352. 8:01for his contribution to Jamaica's culture.