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"Reggae, and specifically dancehall, have been the most prolific sources of musical advances in R&B, hip-hop, club music, and even pop in the last 20 years."
——Atlantic Co-President Craig Kallman
ATLANTIC, VP PARTNER
Major to Assist in Marketing, Promotion, Distribution for Reggae Label
Atlantic and VP Records have entered into a long-term strategic partnership that brings VP’s contemporary reggae and dancehall music to the major label. The deal had been expected.

As part of the pact, Atlantic will provide marketing, promotion, and worldwide distribution. This new agreement excludes certain selected territories where VP currently has distribution arrangements in place.

VP Records, established in 1979 as a retail store, is the largest independent label for new Jamaican music in the United States. The label is also prominent in the hip-hop-flavored dancehall niche.

Atlantic immediately assumes responsibility for the international marketing of the upcoming album by Sean Paul, Dutty Rock, scheduled for release on Nov. 12. The first single, "Gimme the Light," is already a multi-format breakout hit on radio and in clubs. The "Gimme the Light" video is in heavy rotation on BET, MTV, and MTV2.

"Reggae has been mistaken for an underground phenomenon for much too long, despite Bob Marley’s place among the most influential figures in contemporary music since the 1970s, and even though Jamaican DJ culture spawned American rap," said Atlantic Co-President Craig Kallman. "Reggae, and specifically dancehall, have been the most prolific sources of musical advances in R&B, hip-hop, club music, and even pop in the last 20 years."

Kallman added: "This agreement brings to Atlantic a slate of world-class VP reggae artists, including Sean Paul, Lady Saw, Tanto Metro & Devonte, Beres Hammond, Capleton and T.O.K. It also puts us in the leadership position of catching Jamaica’s most innovative sounds as soon as they happen in the studio. I’m so proud that Atlantic’s unparalleled heritage in jazz, rhythm and blues, soul, and urban music will now be extended to the most vitally creative force in global popular music today."

VP President Christopher Chin said, "We look forward to a long and successful relationship with Atlantic."

VP Vice President of Marketing Randy Chin added, "We have every confidence in Atlantic's ability to bring our artists and producers to the international stage from our company's strong creative and commercial base in the community."

Under terms of the agreement, Atlantic will also distribute VP’s Reggae Gold multi-artist compilations.

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