We need to wake up - Reggae artiste encourages people to get educated on technology

Up-and-coming reggae artiste Avaran is encouraging the public to learn how to use technology to their advantage.

According to the artiste, there are still too many people who do not understand how to manipulate modern-day technology to their advantage.

He is particularly concerned with persons in developing countries, as he believes these places are lagging behind, especially on the entertainment scene.

He addresses the issue on a new single titled Wake Up.

"The music industry is one sector that has suffered due to a lack of know-how and inadequate use of technology. The concept behind this project is aimed at helping people understand that most of us are asleep to what is happening in the world. For example, some artistes are still waiting on vinyl to come back, and honestly, I believe those doors are closed, and while those are closed, there are many more doors that are to be opened," he said.

POOR SALES

Avaran added, "Look how our sales are poor. Some people want to blame the artistes but it is not fully the artistes ... good music still here, but we have not mastered the craft of using the new technology to market and sell. We are still stuck in an old way of thinking, and until we catch up with streaming and selling ads we won't benefit."

Avaran says local artistes can no longer use the excuse that the record industry worldwide is dead, because there is proof to indicate that other international acts are selling units, using new technology.

"What we need to do is catch up. Reggae music is the foundation of hip hop and reggaeton ... check who a sell less ... dem or we? Sure, we are getting some views on YouTube and some likes on Instagram and Facebook. But there is more to the art of technology than opening up a social-media page," he said.

Avaran believes that the healthcare and crime-fighting sectors are very much undermined by the lack of technology.

"What I find is that some people are afraid of technological advances. A great example is when the Government introduces something new. If it's not understood by the masses, it creates a problem. However, if we are to grow, we have to embrace new things, short of giving away our personal rights," he said.