Loading article…
- Jahdon is preparing to release Call to Action, his latest single, on October 30, as he continues to use reggae to tell stories about Jamaican society and culture. Photo – Contributed
- Jahdon is preparing to release Call to Action, his latest single, on October 30, as he continues to use reggae to tell stories about Jamaican society and culture. Photo – Contributed
- Broomie Ambassador Jahdon. Photo – Contributed
Singer and Broomie Ambassador, Jahdon, blends roots reggae with social commentary. Known for songs such as Broomie, Congo Bongoand Irony, Jahdon’s distinctive voice cannot be ignored as he champions Jamaica’s traditional broom-making heritage. His newest single, Call to Action, produced by Iama Mamby Entertainment Limited and Audiotraxx Productions, arrives on October 30. He is set to première the Broomland Musical Experience, a cultural performing arts showcase, at the Tourism Product Development Co Ltd ‘Craft with a Difference Expo’ on November 28, at Turtle River Park in St Ann.
On National Heroes Day, 5 Questions With …caught up with Jahdon and his wife, Francine, at King’s House, where they were supporting her father, Robert Bacchus, who received an OD for his contribution to the field of engineering and the construction industry.
1. What was it like growing up in Canaan Heights, Clarendon, where broom-making has been the pulse for more than 50 years?
I call Canaan Heights Broomland because, growing up, broom-making was one of our main income sources. I saw creativity and resilience in action. My community is considered marginalised; for generations, many have been barred from employment just because of their address. So I observed many families having to resort to traditional craft skills they learned from their elders. Recently, I learned that my maternal grandmother, Ms Dudu, was the first person to fold and make a yard broom in my community.
2. You were making brooms long before you started making music. How did that early enterprise shape your work ethic as an artiste?
My background in broom-making prepared me for my journey as an independent artiste. Being your own boss as a broom man requires responsibility. As simple as many see the broom, it takes a lot of work. It takes a week for a broom man to harvest his materials, build his inventory, and sell … and there is no guarantee that he will sell his load. It developed physical and mental stamina. Broom-making may seem to have a low barrier [to] entry. However, there are specific technical skills that take years to develop, very similar to Jamaican independent artists. I learned early that every business has the same approach. I transferred that broom-making skills into my music career. Principles like perfecting one’s craft, budgeting, production, distribution, competition and sales.
3. Did you know when writing the song ‘Broomie’ that you would transform a traditional household tool into fashion accessories?
I’ve always had a natural love for the broom. The music video for my 2017 breakthrough song, Congo Bongo, begins with me playing myself as a broom man. I embraced it as a part of my journey and always wanted to make a song to pay homage. The spark came in March 2020 when I flew to Florida to promote my début album 369. I saw the abundance of palm thatch in the area and was inspired to make my first broom outside of Jamaica. A Rastafarian bredren, Painting Hue, was inspired to paint the handles red, gold and green. I posted a pic on social media, and my fans created the demand for my hand-made broom merch. During that same season, producer Ray Stephens sent me a riddim and Broomie was [born]. The fashion accessories would grow over time as people became more interested in my work.
4. What was the creative process behind turning an ordinary broom into high fashion?
In September 2024, I planned another promotional tour. Again, that did not come to fruition. While preparing, I had made over 200 hand brooms as merchandise to take on the road. My team and I quickly shifted gears towards the local tourism market. When we pitched to Craft Cottage and the Gift Shop #4 in Devon House and saw the great reception, we knew this product was special. We partnered with JBDC (Jamaica Business Development Corporation) and their Things Jamaican stores and expanded our products in all their locations, which include the Norman Manley International Airport. The feedback we received from our gift shops and our customers was very important to our continued innovation and improvement.
5. a) How do you balance recording conscious reggae music and operating a business?
Broom-making comes natural to me and it is a joy to use my platform as an artiste to bring awareness and economic opportunities to our broom-makers. As an artiste, my life observations give me inspiration to tell stories that time-capsule the current times that we are in. Being an artiste and broom-maker are my creative expressions.
b) Your song ‘Irony’ holds up a mirror to the contradictions in Jamaican society. How does your role as a reggae messenger align with community development?
The mirror that Irony holds up to Jamaican society and leaders is the same lens that I use in my work in community development. The diminishing state of our craft industries, not just broom-making, is an important national issue. I use my role as a Reggae Messenger to advocate and bring more awareness.
Broomie International is run by you and your wife, Francine. What is it like working as a husband-and-wife duo?
Our rewards are the positive impact we are making in the community. The challenges are the same as in any business partnership. Entrepreneurship is interdisciplinary, so there are many sides to it and obstacles to overcome.
