Five years ago, reggae would have been deemed too niche for pop. "We argue about this all the time, but I keep telling him we still haven't blown up," says Jefferies.
Today it's everywhere – Beyoncé's Hold Up, Justin Bieber's Sorry, Rihanna's made-in-Toronto single Work – and everyone is asking Jefferies for that sound. In the 90s, the commercial success of R&B helped propel hip-hop to cultural ubiquity; now the situation has reversed.
Then the crowd hit the dance floor where Usher was able to capture POTUS grooving to Hotline Bling.
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