5 Questions With … Shaggy

Two-time Grammy winner and diamond-selling reggae-dancehall artiste Shaggy can easily spin his recording studio into a make-believe casino, and when he does, the stakes are high. But he is confident that he has a winning hand and, for him, the sky’s the limit when it comes to placing a bet on Lottery. The 13-track, collab-heavy album set for release today on all platforms via VP Records – the  global record label and distributor specialising in reggae, dancehall, and Caribbean music -  and  Shaggy’s own Ranch Entertainment. 

It sees Shaggy linking with his Grammy-winning collaborator Sting one more time, as well as big names such as Beres Hammond, Robin Thicke, Akon, Jeremih (featured on the title track), Anthony Hylton, Dexta Daps, Aidonia, 450 and more. Lottery, an eclectic mix of reggae, dancehall, and pop, is produced by Shaggy and Shane Hoosong. Songs on the album include God Is Amazing, Boom Body, Looking Lovely, Ain’t No Sunshine, BUN (She Loves Me), Dancehall Nice, I’m Good, Sip By Sip, In The Name of Love, Til A Mawnin, I Gotta Work,We Love Di Gal Dem and Lottery. 

Orville ‘Shaggy’ Burrell, his bio states, “has carved out a legacy that stretches far beyond the borders of Kingston, where he was raised, to the global stage”. New York’s dancehall scene is where he boldly stepped out from as an artiste, and 30 years later he continues to make a solid impact. He has topped charts with albums such as Boombastic and Hot Shot, and has sold more than 40 million records worldwide. In  2021, Shaggy was featured in a Cheetos commercial during Super Bowl LV alongside Mila Kunis and Ashton Kutcher. The spot was reportedly one of the highest-rated ads in Superbowl history. 

Beyond music, Shaggy’s influence extends into film, theatre, and philanthropy. In 2009, he established the Shaggy Make a Difference Foundation and organised the first of many Shaggy & Friends benefit concerts, which to date have raised millions for the Bustamante Hospital for Children.

This week, 5 Questions With … had a sit down with Shaggy.

1. You mentioned that this album is about betting on yourself and taking risks. But, in an industry that sways with trends, why did you feel this is the right time to gamble with these concepts and sounds?

When you've been in this business as long as I have, you realise the only trend that never goes out of style is authenticity — and betting on myself is something I've been doing since I was a young kid in Kingston with nothing but a dream. The industry will always shift, but the music I make remains true to myself, and that's a bet I'll take every time.

2. This project sees you back to your roots . How challenging was it to blend classic dancehall flavour and vibe with your current evolving artistic output, and what are your expectations for ‘Lottery’ to shift the needle as it relates to recognition and support for reggae and dancehall.

Blending the classics with the current feels natural to me. My expectation for Lottery is simple: to remind the world that reggae and dancehall aren't just genres, they're a culture that deserves attention and recognition. 

3. How did you go about choosing your interesting A-list of collaborators, and does ‘Lottery’ get your personal award for most collaborations on a single project?

These aren't just collaborators — Sting, Robin Thicke, Akon, Beres — they’re more like brothers, people I've built real relationships with over decades, so it was less about strategy and more about who belongs on a certain record. And yes, I’d gladly accept that award! Nothing in my catalogue brings together this calibre of artistes in one place, and that alone tells you how much belief everyone has in what we've created here.

4. What were some of the high points during this entire creative process, and who is the target market for ‘Lottery’?

Those moments in the studio where everything just locked in — hearing Sting's voice sit alongside a dancehall riddim and knowing you've created something timeless, is an amazing feeling. Lottery is for anyone who has ever had to bet on themselves — from the core dancehall and reggae fans who grew up with me to the younger generation discovering this culture for the first time, this album has something for all of them. 

5. With more than three decades of greatness in the music industry, how does ‘Lottery’ fit into the legacy of the fantastic ‘Mr Boombastic’?

Mr Boombastic introduced me to the world and proved that a kid from Jamaica could conquer it, while Lottery is the result of a man who has lived, travelled the world and still has something meaningful to say after 30-plus years. This album isn't just another chapter — it's proof that the best bet you'll ever make is on yourself… . I’m still here, still relevant, and still hoping to spread joy through music.

yasmine.peru@gleanerjm.com