More than three decades after taking a chance on Mexico, Jamaican recording artiste Kass Smith is proud to have helped plant the seeds of reggae there.
Smith, who hails from Hanover, relocated to Mexico, armed with ambition and a belief that Jamaican music could resonate with audiences well beyond the island’s shores.
“I came to Mexico in 1992 to explore opportunities beyond Jamaica and expand my horizons as an artiste. I was young, ambitious, and willing to take a chance,” he recalled. “I believed Jamaican music had something special to offer Mexican and Latin American audiences, so I decided to build a life here and introduce them to my music and culture.”
It was largely uncharted territory. According to Smith, reggae had yet to establish a significant presence in Mexico’s mainstream music market.
“The only reggae artiste that was known back then was Bob Marley,” he said.
That meant Smith was not simply performing the music, but introducing audiences to the genre and the culture from which it came.
“Mexicans quickly connected with its rhythm, message, and positive energy. Even when they didn’t understand every word, they could feel the music,” he said. “Over time, I watched appreciation for reggae and Jamaican culture grow tremendously.”
Smith himself had to overcome a major barrier: language. He spoke no Spanish when he arrived in Mexico, but learning the language became essential as his career developed. He subsequently signed a multi-album deal with EMI Capitol Records and established himself in the Mexican entertainment industry. His ability to speak Spanish eventually became one of his greatest assets, allowing him to connect directly with audiences and navigate the business without relying on translators.
“Spanish has now become my first language and it helps me serve as a bridge between Jamaican and Latin American culture,” he said.
Among the accomplishments Smith holds most dear is being recognised by the Jamaican Embassy in Mexico for his work promoting reggae and Jamaican culture in Latin America. His lengthy career has also seen him share stages with acts including Beenie Man, Ky-Mani Marley, Lee ‘Scratch’ Perry and Rick Ross, while working with respected producers and musicians including Dean Fraser, Mikie Bennett and DJ Playero.
Smith has performed extensively across Mexico, as well as in countries including Panama, Colombia, Denmark, Canada and Germany. Still, he regards building and sustaining a career as a Jamaican artiste in Mexico for decades among his greatest accomplishments. It has not always been easy. Smith, who released his first album Showtime in 1989, has witnessed the industry evolve from cassettes and CDs to today’s digital-dominated landscape. Being based outside Jamaica has also meant maintaining ties to the island’s music industry while establishing himself within a vastly different linguistic and cultural market.
“You have to maintain your connection to Jamaica while building an audience where you live, essentially working in two worlds,” he explained. Smith, however, believes that position has also presented opportunities. He now wants to help other Jamaican artistes penetrate Latin America through collaborations and other initiatives. His recent collaboration with reggae artiste Chuck Fenda on The Chosen Ones is an example of the type of musical partnership he hopes can help create greater opportunities for Jamaican talent in the region.
“My goal is to take Jamaican reggae beyond Mexico into Central America, South America, and the wider Latin American and European market,” Smith said. “There is a huge opportunity for Jamaican artistes here, and I am looking to do more collaborations with other artistes, similar to the one with Chuck Fenda, to help open the markets for them here as well.”
