VP Records Responds To Shaggy: ‘We Invested Substantially In Spice’s Album’

VP Records has seemingly responded to recent comments made by Shaggy, who suggested that, for business reasons, the NY-based company did not go above and beyond for the Queen of Dancehall Spice‘s debut album 10.  The album, which was executive-produced by Shaggy, was among six recently nominated for Best Reggae Album at the upcoming 64th Grammy Awards.

The label’s CEO Chris Chin was also sure to clear the air regarding the album’s submission for consideration to the Recording Academy.  “VP did submit Spice’s 10 album for the 2022 Grammys. We’re very excited and happy for Spice to get this recognition, which she deserves,” the executive told THE STAR in an article published today. “We do these every year. VP has a great relationship with the Recording Academy, with whom we’ve coordinated multiple events and artiste visits in years past,” Chin added.

However, Spice, who was in celebration mode following news of the nomination on November 23, had said that it was her friend, Dr. Meda Montana, who diligently completed the application form over a period of five hours, just one day before the submissions deadline.

“I know I’ve had a lot of friends out there who try fi stop mi an who try fi bring mi down,” she told fans, before introducing Montana on the Instagram Live.

“She [Dr. Meda] is a member of the Grammy board and she was saying tomorrow is the deadline. I have to submit you… So mi seh ‘cho’ and shi seh ‘no.  I’m going to put in een; you never know what can happen,’” Spice recalled.

Chin’s statements also come on the heels of recent comments made by Ranch Entertainment CEO Shaggy, that VP did not have a long-term plan in place for Spice. The It Wasn’t Me singer was speaking to TV host Winford Williams at the recent Circle Fest staged by legendary Jamaican Reggae band Inner Circle at their Circle House estate in Florida.

“We know we were limited with VP because it was her only album on VP. So wouldn’t expect VP to be investing in something that they don’t have another option on,” Shaggy had told Williams. “So we knew that whatever we were gonna get from VP that’s all we gonna get.”

Admitting that the album’s lead single, Go Down Deh, did not generate “needle-moving numbers,” Shaggy also added that hitting big numbers would have taken “a lot more money and a lot more commitment. I don’t think the VP was willing to do that. It just didn’t make good business sense at the end of the day for them to do that.”

Shaggy’s statements were further counteracted by Chin, who made mention of various visibility investments done for Spice, which included placing her on a Spotify board at the Eaton Center in Toronto; a Spotify board on 40th and Broadway; and on a Pandora board at 45th and Broadway, both in New York.

“She also made live appearances on prime-time television slots in the US,” the STAR added, among VP’s contributions.   

“We empowered our staff in our NYC, Miami, London, Kingston, Tokyo and Rio de Janeiro offices to bring their best in making Spice’s first album a classic. We’re thankful to have a team that shared so much passion for such an iconic release. We’ve invested substantially in the 10 album project, as was seen in the marketing roll-out and final album product. This is a VP album release, of course we’re interested in it,” Chin also told THE STAR.

According to the STAR, the executive also said that Spice is always welcome to reinstate a partnership with VP, contrary to ‘word on the street’. 

“The door will always be open for Spice at VP. She’s one of the most talented and hard-working artistes VP has ever had the pleasure to work with. It goes without saying that Spice has solidified her place as a legend in reggae/dancehall culture. We wish her all the best with her career, and always will.”

Spice and VP Records’ sometimes rocky relationship started when she signed with them in 2009.  The deejay, who first emerged over 15 years ago with her classic hit Fight Ova Man, has since credited Shaggy for bringing her and the label together to resolve their longstanding issues.

In 2018, she had aired her frustration about what she described as complacency by VP Records in putting out her debut.  “I signed a contract with them (VP) from 2009 and that’s the worst decision I’ve ever made in my life.  Up to this day, from 2009 they have not released an album with me, and so I’m ready now to battle with them in court,” she said at the time.

“I don’t disclose a lot of things about my career, how hard I work, how I do everything by myself. I finance my entire career by myself because the record company does absolutely nothing for me,” Spice added. “I promote my own music, and I want to tell all the young artistes not to make the same mistakes I made because it’s really haunting me right now.”

In a statement released a few days later, VP acknowledged Spice’s comments and added that they were “hard at work finalizing the album and all the necessary clearances.”