Sizzla is one of the contemporary reggae acts who has a presence on the African continent….Independent company, VP Records, plans to expand its presence in the African market.

According to a statement released yesterday, the Queens, New York label has hired Englishman Jay Jules to head its marketing surge on the continent.

“I’m eager to open new doors with this role. I not only want to make reggae more accessible in Africa, but also shine light on the vibrant African reggae scene and culture that already exists here,” said the South Africa-based Jules.

VP Records president Randy Chin said the company is looking to tap into one of dancehall/reggae’s emerging markets.

“Africa has a legion of dedicated reggae fans, and now with increasing global connectivity in today’s tech and online world we are able to fulfill that demand. We are excited about this expansion and confident that we can effectively reach reggae fans in Africa,” Chin said.

Reggae artists have performed in Africa since the 1970s. Bob Marley’s most famous performance there was in Zimbabwe in 1979 to mark that country’s independence.

Jimmy Cliff performed in Apartheid South Africa in 1980. In recent years, a number of contemporary acts including Sizzla, Shaggy, Sean Paul and Cocoa Tea have toured Africa.