VP Records still going strong at 40

BY: MICHAEL THOMAS

In 1977 New York City and the borough of Queens had no idea that a very historic event was about to give birth musically and even though this city had been plunged into utter darkness from a blackout that same year, A bright light called VP Records was about to shine.

VP Record Label is now known internationally as the standard when it comes to reggae music but it was not always easy as co-founder Patricia Chin pointed out “It was extremely difficult to start a record label because when I came here 40-years ago a few people knew about Bob Marley but nobody knew about other singers and they did not know about Jamaica having so much culture and so much music around”, she said.

Introducing different artistes to the North American market was a difficult task and that was not all “I had my children, I was trying to get them in school and being a mom too”, Chin said.

In the early days, Chin said she used to do telemarketing style sales where she would call up customers trying to sell them records and would have some men doubting her knowledge of the music and basically telling her that’s a man’s job but never the less she pressed onward even when times changed.

With the changing of the times also came the changing of how the music industry does things and with the digital and computer age came a whole new set of challenges for record labels and VP was no exception.

Chin said she witnessed most of her 600 customers at that time dwindle until stores had to be closed because more and more people were buying music online “But thank god my sons and staff and those who were on the cutting edge of technology were able to ride the wave and today we are happy to say that our digital market is just as good as the physical market”, She said.

Mrs. Chin had high praise for the tech side of the business too she said “If I had to ship records to South Africa I would of have had to wait two-three months, But now that can happen within a day all because of the technology and now people do not just hear the artist singing they get to see them too which is really really a good way of showcasing our product.”

Under her guidance today the VP label has grown into a giant and a force to be reckoned with musically, with bases in the U.S, Jamaica, Canada, England, South Africa, and Brazil but its co-founder continues to stress the importance of hard work and remaining humble to its artiste.

One of the things that VP looks for in a potential artist is a go-getter or someone who is interested in furthering his or her career personally and that individual must be able to take advice and be humble said the label’s co-founder.

When asked what VP Records does for its artistes Chin replied: “For the last 60-years VP has helped them develop their talent and we have created a cradle here called VPal which helps a new artist with things they may be unsure of musically, like putting out a record and giving them advice.”

As would be expected of a label that’s been around for four decades VP represents a wide range of artist and their music. Names like Dennis Brown, Barrington Levy, and  Fyah, Gyptian, Beres Hammond, Queen Ifrica, Ikaya, Jah9, Christopher Martin, Maxi Priest, Busy Signal, Spice, Romain Virgo, and Spiritual to name a few.

The label though big on all the genres of reggae has been working with Soca artists since it started. The company started an annual compilation series titled “Soca Gold” which highlights the best Soca Song each year and is spearheaded by VP Records A&R Edwin Howell.

Today, new Soca artistes like Fay-Ann Lyons and Bunj Garlin are on the VP label, Chin told The Toronto Caribbean Newspaper “We try to cover a wide selection of music because everybody has their own taste, That’s why we have the Reggae Gold, Soca Gold and Strictly The Best to give a wide cross-section of music.”

It is said that life begins at 40 and to mark this extremely important milestone VP Records is having a year-round celebration that’s will span from Jamaica to America with a wide variety of artiste performances to match its fans and Customers musical appetite.

In the meantime, Chin who has a book that will be coming out soon has some advice for the younger people. she said, “I did not do this alone, there are others who played a part too, so surround yourself with good people, and live a good life.”.

VP Records has been in America for four decades and in Jamaica for the last 20-years therefore with this kind of longevity under its belt and Mrs, Chin still around after 60-years it’s no wonder why the company’s logo is “Miles Ahead In Reggae Music.”