The 2021 Grammy awards will be held on January 31st and Dancehall legend Buju Banton has his eye on the prize. Having recently released the critically acclaimed Upside Down the singer is determined to win a Grammy for best reggae album. The first round of voting for the 2021 winners closes this week and Buju made sure to tag the academy in posts to his social media, making sure they kept his album in mind. He also posted clips from the making of the album and several of his live appearances, including talk shows he has recently been featured on and a picture from when he made the cover of Vibe magazine.
In case you don’t know, campaigns such as these are common in the music industry, where artistes, record label and managers will often try to influence decision makers. Buju also received endorsements from people who worked on the album with him. These included artists like Pharrell Williams, Stephen Marley, Sean Paul, DJ Khaled, and Fat Joe. Joining these artistes in their endorsements were thousands of fans who lent their support by liking and commenting on his posts. This included one fan who said, “You deserve a Grammy and so much more. 2020 may be upside down but it is your year for continued success!”
Upside Down has received rave reviews from the critics but this doesn’t automatically mean it will win. The album has stiff competition and other contenders include Protoje’s InSearchofLostTime and Skip Marley’s Higher Place.