UNITED Kingdom’s born dancehall artiste TheOutcome, who recently relocated to Jamaica, said he is concerned with the reduction of the genre on European airwaves.

He said with less dancehall music being played on radio stations, the artistes’ careers and livelihood were at risk. He cited lack of unity in the industry as well as lack of business etiquette by artistes and their representatives.

“We need to promote fun music that reminds people that dancehall isn’t about fighting each other and that artistes aren’t difficult to work with on a professional level. We have to help to repair the image overseas in order for the genre to grow,” said TheOutcome.

“What other genre can host a party that gives praise to God, then deals with poverty, then deals with corruption, then entertains the ladies? Now that’s dancehall,” he continued.

TheOutcome (given name Reuben McCalla) started out working on his father’s sound system, Innovasion, as a selector. He gradually made the transition from playing music to making it.

He shared how he got into deejaying.

“I would often pattern Buju Banton, Baby Wayne, Frisco Kid, Papa Levi and others when I started and always looked up to dancehall music and its practitioners,” he said.

TheOutcome is currently promoting his single and video for Love Fi Partyâ which has received almost 40,000 views on YouTube since its release less than a month ago. He has plans to release an EP later this year.