The use of fake AI vocals – including those of Donald Trump – is sending shockwaves through this historic scene. At a Montego Bay clash, performers debate their culture’s future
Four days after the attempt on his life, the voice of Donald Trump booms from the speakers in Montego Bay, Jamaica: “If they needed an assassin, they should have sent for Bodyguard … about to commit a quadruple murder at Sumfest in Montego Bay.” The audience are taken by surprise, having been primed for a reggae riddim to drop, and laugh.
The Bodyguard crew have just taken to the stage at Sumfest Global Sound Clash, a musical gladiatorial contest where sound systems battle against one another with creative mixing, hyped-up MCs and exclusive – often incendiary – recordings featuring star guests and in-jokes. AI vocalists such as this fake Trump, however, are sending shockwaves through a decades-old musical tradition in which authenticity and originality are paramount, and sound systems pay premium rates to artists to get vocals for clashes.
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