Mark Titus/Freelance Photographer
These supporters of the two major political parties (PNP left, JLP right) took time out from Nomination Day activities to share a dance in Cambridge Square in St. James.

Kavelle Anglin-Christie, Staff Reporter

Have you been wondering who the people behind the PNP's Full Speed Ahead or the JLP's Changing Course, as well as other 2007 general election campaign songs are?

You won't find out who creates and performs most of them, because they fear being harmed. However, they are key to integrating catchy rhymes into campaigns that, with only speeches, would have been as exciting as watching nails rust.

Raymond Pryce, director of thePeople's National Party (PNP) Media Centre and chairman of the Patriots, said, "It's a part of the creative vibe and honouring who we are as a people. Musical expression is one of the first forms of freedom for us, going back to slavery, to emancipation, to the present and it is almost impossible to promote anything without honouring music ... Because of the situation in our culture, we tend to put reason to rhyme and rhythm. It is easier to be retained, understood and repeated by the intended audience. For instance, there is not one NCB and JMMB ad that is not underlined by music, because it is easier to reach your intended audience."

From wide cross-section

Though unwilling to name some of the people and bands involved in the production of the songs, Pryce said, "It's from a wide cross-section of society. There are some students from the Edna Manley College who decided to give a gift of song to Portia Simpson Miller ... The people involved also include professionals and young people who can give some of the best Jamaican music out there."

Delano Seiveright, the Jamaica Labour Party (JLP) G2K's public relations administrator, gave similar reasons for the inclusion of music. He said, "It is a critical component of public relations and campaigning. Music in Jamaica is serious at attracting support, so it is critical that popular music is involved, whether it be dancehall, calypso or a gospel beat. It has helped us to attract one of the largest audiences, that is the young uncommitted between 18 and 35."

He, too, was unwilling to name most of the persons involved in creating the campaign songs. However, Seiveright said that he, along with "Mayor McKenzie and Olivia 'Babsy' Grange have been instrumental in that aspect. Some of the other persons prefer to remain anonymous because they have professional careers and you know how this country go, but they include some of the best party promoters, some well-known producers and artistes and so forth."

Apart from targeting party supporters, the songs alsoaid in creating a lively atmosphere on the campaign trail.

"For one, on any campaign we have a music truck accompany us and play some of the latest music and we also use some good artistes and good beats and that is one of the best tools for attracting interest. Well, playing on the campaign trail, it's primary purpose is to liven the audience, because in the speech section sometimes it can get a bit boring so you have to find a way to work around that and always try to attract attention," said Seiveright.

CDs distributed

He also says they have gone as far as distributing CDs with their party leader Bruce Golding's speeches. However, they are done with a musical twist.

"There are a lot of CDs out there, unofficially of course, that have popular music mixed with Mr. Golding's speech. We don't throw in random songs; we use songs with a social conscience. So, for example, we may have a clip of Sean Paul's song where he's addressing poverty, we will tie it into the part where Mr. Golding is speaking about poverty and tackling poverty. So far, over 700 CDs have gone out with the candidates on campaign trails and I think that is one of the main reasons the younger people are coming over," he said.

Although both parties have faith in their ads reaching a wide cross-section of people, some young people say they wish the songs were on more mainstream rhythms.

Nadine says, "To me, some of them have a vibe, but is a granny vibe. No offence, is just the old-time folk and poco riddims that my mother or grandmother would like and I'm not feeling them." Craig says he would simply like to hear a good dub by any mainstream artiste.

However, one political party supporter in the www.jamaicaelections.com forum gave a different view on the campaign songs, saying of the other party that they were "trying to use things like these to 'catch' people. To distract their minds from the facts and realities of life."

The PNP's Pryce responds that, "Nothing is wrong with the 'rae rae', as older folks call it, buteven the song Full Speed Ahead is of classic Jamaican revival origin. The song even appeals to the child who is barely able to bob. There is more revival underlining the song than the more popular dancehall and reggae. But, for instance, the song Sister P is a great reggae song. So we have songs reflecting the different genres, so you will hit a chord with someone."

Seiveright reiterated that the G2K's songs catered to multiple genres: "We are a bit different. The campaign ads are coordinated largely by young people who are in touch with current music and know what's going on."

Apart from the songs, the two parties also offer ringtones, which are free for download, and both representatives say this has been going well.