Dazzle Magazine had the pleasure of sitting with Shemmy Johannes, more widely known as Shemmy J, for an interview and insight on who he was and how he started off in the music business.
Even before he started singing his own songs, Shemmy J was deeply involved in the music industry. His father, along with his uncles and his aunt, had been part of a band during his younger days, and had been a great influence in his love for music. But first he started off not singing, but adding his own twist to already known songs, remixing and doing covers to rap and dancehall.Shemmy J started writing and recording his own songs during his second form of the Sir Ira Simmons Secondary School and from his then on he’s been actively pushing his craft. He’s been professionally singing since 2015, co-writing Hurt It by J Mouse and his first song Like A Star doing remarkably well. He gave us an insight as to his brand and how he managed to establish himself in the music business.
Dazzle: What steps have you taken to establishing your brand as “Shemmy J”?
Shemmy J: It’s just a lot of work—networking, meeting different people and understanding the industry. It’s not just aboutwriting songs and putting it out because I’ve even done a music business course. So, it’s a lot of hard work.
Dazzle: How did “Oside” start off and what’s it all about?
Shemmy J: Well you know you can’t do everything on your own and you sometimes need to have a team and ambassadors to make it. In doing my course I learned that it’s essential to have a brand, something that identifies you in your work, or your image whether it be your writing or the clothes you wear. I then came up with “oside” which is “okaylaylay” side. The side with the people, the fans and my team and it’s my famous catchphrase so it just came together. My team is big but it consists mainly of my managers Rankin Morgan and Jodena Celestine, my producers (J Media, Vybez Productions) and everyone else who helps makes this what it is, especially the fans. Once you’re onboard with Shemmy J you’re part of oside.
Dazzle: With so many genres of music to choose from, why soca?
Shemmy J: Well like I said I love doing dancehall and reggae, that’s what started me off. But it all starts at home and in St. Lucia the people gravitate more to Soca. They do gravitate to dancehall but if it’s someone regional or international. So, I had to switch it up, and do what I thought would get people’s attention. I focus more on what comes naturally to me, because from 2015 to now I can say that my music has changed, it’s taken a whole different direction. I started doing groovy soca and while it’s still incorporated there are now dancehall Afro beats and it’s a whole new thing.
Dazzle:What’s been your most memorable collaboration so far and what was the experience like?
Shemmy J: I should say “Bouncin” with Imran Nerdy. We did it in 2017 and since then my career has taken off. The whole experience was a blessing. I’m a big fan of Imran, and before I started doing this myself, I listened to him a lot. And he uploaded a beat on YouTube and the moment I heard it I fell in love and the lyrics started flowing naturally. We had a studio session the next day and I presented the idea to him and he was all onboard. The music video was done by Loggo, and we’ve had a close relationship for some time. He wasn’t here when we dropped the song and said that as soon as he came down, we had a video to do and Imran was open to it. The song and the video were on two different levels. When we released the song, everyone loved it but the video took it an extra mile. It opened a whole new network, new relationships. We placed second with it at the Soca Monarch competition and it’s been a blast since then.
Dazzle: Do you feel any kind of pressure to match what you did with Bouncin?
Shemmy J: In my mind I say I’ll never have another “Bouncin” so I just want to put out good music. I just have to keep doing my best in whatever I put out and that’s that.
Dazzle: What lessons have you learned so far from trials you’ve faced as a musician?
Shemmy J: I’ve learned that you must always be professional. When you’re professional you’re accepted in a different way. You must always be humble. In this industry there are a lot of bullies. There are people who want to see you fail. There are people who want to give you criticism, but it’s not constructive you know? They’re just there to break you down and cause drama but you have to be humble.
Dazzle: Who are you aiming to stand shoulder to shoulder with later on in your career?
Shemmy J: There are a lot of people, but I’d say Burna Boy. I hope that I can stand shoulder to shoulder and meet him one day. Locally, I’d say Teddyson John. He’s always given me good advice and that’s something that’s hard to find in the industry.
Dazzle: What major plans for the future are you working on now?
Shemmy J: I want to take the music internationally and make people know more about St. Lucia. Locally I’ve been accepted but you know you can’t get comfortable. You have to keep striving for more.We look forward to seeing more from Shemmy J for the upcoming carnival season, both locally and internationally. Good luck in your endeavours, Shemmy.
