Latin market pays off for Rvssian
Having made a name for himself in dancehall circles, music producer Tarik “Rvssian” Johnston set about finding a niche in the lucrative Latin/reggaeton market.
The 31-year-old former Ardenne High student has racked up multiple Recording Industry Association of America (RIAA)-certified plaques for songs that he either produced or co-wrote.
In an interview with the Jamaica Observer‘s Splash earlier this week Rvssian explained his decision to broaden his musical horizons.
“I always listened to Latin music since I was 12 years old while living in Jamaica. I had my ears tuned in to a lot of different genres and not only dancehall and reggaeton. And I wanted to expand my brand and figured Spanish is the most spoken language after Chinese. And, they love reggae and dancehall. So, it was a perfect fit,” Rvssian disclosed.
He said the move has been a rewarding one.
“It has been very rewarding. I brought my own style and vibe when I entered that genre by just standing out.”
Rvssian has worked with several acts from the Latin and reggaeton genres as well as hip hop acts. The list includes rappers Nicki Minaj and Cardi B, Lil Tjay, hot sensation Bad Bunny, J Balvin, Rauw Alejandro, Chris Brown, Juice WRLD, Trippie Red, Giggs, Sfera Ebbasta, Nicky Jam, Arcangel and Farruko, among others.
Said Rvssian: “All my releases have been successful in different ways. Some may sell more but some sell less, but it has helped my brand more. So, I can’t really measure it.”
His RIAA-certified productions include Passion Whine by Farruko (3x platinum Latin); Writing on the Wall by French Montana, Post Malone and Cardi B (gold certified); Si Tu Lo Dejas by Nicky Jam, Farruko, Arcangel and Konshens (6x platinum Latin); and Privado by Nicky Jam, Farruko, Arcangel and Konshens (3x platinum Latin). The video for Privado has racked up more than 262 million views on YouTube.
The most recent RIAA-certified single that Rvssian produced is Nostalgico by Rauw Alejandro and Chris Brown, which was certified 5x platinum Latin in March last year.
Rvssian has production credits on two songs that are featured on Puerto Rican singer Rauw Alejandro’s 2022 EP Trap Cake Vol 2. The EP has been certified gold in Mexico for sales exceeding 70,000 units.
To be able to communicate effectively with Spanish-speaking artistes from the Latin and reggaeton genres, Rvssian had to learn to speak the language.
“I taught myself Spanish and being around Spanish artistes and beautiful Latino females it actually forces you to learn the language,” he shared.
Asked how receptive Latin acts have been towards working with Jamaican acts, he said: “I’ve done it before. Farruko worked with Sean Paul, Nicky Jam and Shaggy, De La Ghetto and Konshens, and the list goes on. The Latin culture respects Jamaicans as the pioneers and inventors.”
Asked whether he had been looking to abandoned his dancehall roots for overseas markets, Rvssian shut down those assertions.
“Just check the charts; I have the number one, number two and number three songs,” he said.
His most recent successes in dancehall include the hits Tic Tac Toe on which he teamed with Valiant and Tommy Lee Sparta and Turn Me On by Ninecea (aka The 9ine), and Jada Kingdom.
Rvssian is the son of the late Michael “Micron” Johnston, founder of Micron Music Limited. He made his debut in 2010 when he produced the chart-topping single Life Sweet by Vybz Kartel. He later followed up the Kartel collaborations Look Pon We, Jeans and Fitted, and New Jordans.
As his Head Concussion label took off, the hits kept flowing. He had success with singjay J Capri (Pull Up to Mi Bumper with Konshens, Wine N Kotch featuring Charly Black, Reverse It and Boom and Ben Ova).
He produced the Go Go Club rhythm which spawned the hits My Money Ha Ha by Merital, Bike Back by Blak Ryno, and Bills by Gaza Kim and Lisa Hype.
In recent years, Rvssian formed another label, Rich Immigrants, which has been instrumental in Shenseea’s partnership with Interscope. He also produced material featured on her major label debut, Alpha.
Asked whether he would encourage other producers to enter the Latin market, Rvssian said: “Depends on the person. Some people only want to produce one genre and some don’t. But I think music is limitless. And broadening your catalogue is the key to be a great producer.”
