Teino Evans, Staff Reporter

Cristy Barber - Contributed

Former president of Tuff Gong/Ghetto Youths International, Cristy Barber, has left the company to take up her new post as vice-president of marketing and promotions at VP Records.

Barber, who had been with Tuff Gong for five years (2003-2008), is no stranger to the VP family, as she served as director of A&R for the imprint from 1998 to 2000.

Recognised as one of the most successful executives in the reggae and urban music markets, Barber has produced, signed, developed and marketed over 25 recording artistes in her career, setting the strategic agenda for an array of platinum and award-winning solo albums, collaborations, compilations, soundtracks and videos.

In a telephone interview with The Sunday Gleaner, Barber says "I'm just here to lend my expertise and to take the label further in the future."

Worked with several artistes

While at Tuff Gong, Barber helped to develop and market several Grammy-winning artistes, including Damian 'Jr Gong' Marley and Stephen Marley.

In her new role at VP Records, she will oversee the marketing and promotions department, and report directly to Randy Chin, president of VP Records, who stated in a release, "We are thrilled to have Cristy join the VP Records family. Her extensive knowledge of reggae and heartfelt passion for the music, mixed with her experience working at Tuff Gong and major record companies, offers VP the right blend to keep VP as the leader in the genre. Her addition completes what is the best management team in reggae today."

Barber, who was vague in saying what prompted her to make the move from Tuff Gong to VP, says, "Things change, people change and positions change."

Barber's career spans more than a decade, starting in 1992. She worked for hip-hop star KRS-One's company, Front Page Entertainment, before she moved on to work as a publicist for Capitol Records. Companies such as Elektra Entertainment (1998), Island Records (1996-1998) and Columbia Records (1995-1996) have previously appointed her to key marketing and promotional positions.

J'can talent

Now that Barber has returned to VP Records, she will seek to add to the success story of the current roster of artistes, which includes Sean Paul, Shaggy, Elephant Man, Beres Hammond, Morgan Heritage, Mavado and T.O.K.

As to which upcoming artiste will be the next big thing, Barber says, "It's anybody's guess. There is a lot of talent coming out of Jamaica, and it's an exciting time for me, because there are a lot of new artistes that I will get a chance to work with and there were some who I have worked with before."

Barber also cited some problems in the industry that she felt had to be addressed if the genre of reggae/dancehall music were to successfully move forward.

"Right now, the music industry is fighting a serious battle. It's a hard time right now and people are regrouping. But I think people just need to be educated and catch on to what's really going on right now, like labels dropping people and record sales declining. If there is a change in the music industry then we need to be aware of it and we all need to work together as a team to take this genre of music forward into the future," Barber says.

Numerous awards

VP Records, which started in 1979, has won numerous awards, including Billboard's 'Independent Label Of The Year' award and multiple 'Best Reggae Label' awards. And as they seek to continue in their move forward, the label recently made an offer to purchase Greensleeves Records and Publishing, from Zest Group, which is subject to the approval of Zest's shareholders.

If this deal is sealed, VP Records will stand to inherit a catalogue comprising some of the most notable albums in reggae and dancehall, from the likes of Elephant Man to Yellowman and hit songs recorded by such acts as Rihanna, Sean Paul and Shaggy.

A source at VP told The Sunday Gleaner that the deal is almost certain to happen.