Carrie Mullings, aka Mumma Canada, is a huge brand in Canada, and is well-known to Reggae artists who are trying to make it in the music industry.
For many years, she has been promoting Jamaican culture, music and entertainment via the Canadian Reggae Chart Top 10 which is heard every week on VIBE105 in Toronto, and by way of Rebel Vibez, her entertainment company which promotes Reggae and Dancehall music in Canada for which she is celebrating its 20th anniversary this year. Before VIBE 105, she was the lead announcer for her own show, CHRY-FM 105.5, which offered a local reflective mix of culture, community, and music on the FM dial.
It is no surprise then, that this serial entrepreneur is an extraordinary example of what it takes to be a noted Reggae Global Ambassador. As she explains, “it literally takes years and years of networking with people in the music business and once you put it all together then you are able to build and expand your brand”.
DancehallMag recently sat down with Mumma Canada to discuss her life and times in Reggae and Dancehall and her contribution to the growth and development of the Jamaican genres.
Hello Carrie, thank you for taking the time to answer these interview questions about you and your music. Please introduce yourself to the world while stating some important facts about you, that you want the world to know about you, and 3 future predictions for yourself.
My name is Carrie Mullings aka Mumma Canada I pioneered an All-Canadian Reggae Radio Program called Rebel Vibez. I see myself continuing the movements across Canada touring with artists helping them engage with fans and sell their merchandise.
Congratulations on your 20 years for your brand Rebel Vibez. What is it all about? Can you quickly summarize these years and how your brand fits into the scope of Reggae Dancehall Music.
Thank You, the journey over the 20 years has been very fruitful for reggae in Canada. It is a very hard market here for reggae, well to be honest music of all genres. I spent 17 years with the Juno’s seeking artists across our nation and encouraging them to submit their recordings for potential nomination for Reggae Recording Of The Year
How did you get the name Mumma Canada?
In an interview with Tony Anthony during Rebel Vibez on CHRY/VIBE105 Tony was in Jamaica on a media tour for a project and said Elise Kelly from IRIE FM referred to me as Mumma Canada when he mentioned my name. From that discussion on air the name seemed to have stuck with artists and that became my new name. After 20 years on air, I feel I have built relationships with many artists as a mother figure and mentored them along the way as we walked in our respective journeys.
Why would you consider yourself a reggae dancehall Global Ambassador?
That is what I have worked hard to do over the years. Being a Global Ambassador has allowed me to travel all over to introduce Canadian artists to stage. Canada has an amazing talent pool of reggae artists and musicians that come from all over the world to reside in our beautiful country. The Rebel Vibez Canadian Reggae Chart has also been the staple to Canadian reggae artists visibility for many years. Now there are many more platforms and outlets providing much needed support.
Describe how you feel about the state of reggae dancehall music in Canada and how does in benefit the state of reggae dancehall music locally in Jamaica?
Canada has always benefitted Jamaica. Having reggae dancehall artists in Canada proudly reppin our flag and remaining true to their roots of Jamaica speaks volumes. Reggae music in Canada does not sell and that is what is the big problem. The majority of artists do music specifically to make money and aren’t these days.
Tell us about Stages Canada, why you started it and do you have any future plans for Stages in Jamaica?
Stages Canada began as a monthly event in 2015 and ran for 2 years that invited industry professionals to network and we showcased 190+ artists with Di Cru band during that time. Took a break and planned our touring of Stages that stopped in Toronto, Ottawa & Montreal to begin April 2018 with Juno Award Winner Kirk Diamond, Slim Flex, Jurney Star, Dynamic & his father Ras Lee (veteran reggae artist). In July 2018 we began the second tour with Kirk Diamond, Natural Fyah, Desiree Dawson,
How will Stages Jamaica benefit the careers of its participants?
In 2019 when Stages went to Jamaica for the IRIEMon Tour we had the pleasure of working thru the Margaritaville’s in Montego Bay, Ocho Rios & Negril. Headlining the tour from Canada was Ammoye, Chizzy Bashment, Jurney Star, Slim Flex and they were joined by Jamaican artists Deliva,
What role do you think technology plays in reggae dancehall music and explain the various technologies you use in your daily operations?
Well, the best thing that has happened since 2020 and COVID is my learning technology. The little that I have learned. Producing the Rebel Vibez show remotely had me using my old 2001 Pontiac Sunfire I had parked in the garage as a sound booth to voice for the show using the iPhone voice note app. We recorded Natural Fyah’s Higher Level RAWtape and Legato Muzic produced the experience. A collaboration between 5 artist was voiced in the Sunfire that is in mixing/mastering stage now for release.
Who are some reggae dancehall artists that you are directly working with now?
I have been working with Juno Award Winners Elaine Lil’Bit Shepherd & Mikey Dangerous, Juno Nominee Josemar and Natural Fyah, Legato, Golden Chyld & The Memberz.
Do you feel that artists play more important roles than just being entertainers in society?
Absolutely, artists are the voices for humanity. Many are Lightworkers that are upholding an agreement to help others, whether that be with high vibrations for positivity and wellness or laughter which is also medicine.
How do you think people perceive your brand Rebel Vibez in Canada and what are some of your long-term goals for the brand?
Rebel Vibez has 20 years of serving the community on the airwaves and has garnered immense support from listeners in Canada. Many people perceive the brand Rebel Vibez as just a radio show when it is more about the movement it created for Reggae in Canada. We plan to keep “Rebelling with the Vibez’ and giving support to reggae artists here but also extending our network to work with more artists like Legato (from Jamaica)
What do you feel is lacking for artists in the reggae dancehall industry in Canada and what are some remedies you can think of that will benefit artists locally and in Jamaica?
What is lacking is unity, togetherness, collaboration & support. What is the answer? Working with like-minded visionaries and producers going back to producing talented people with support and strength as an investment. Producers need to make money but not limit sharing their skills to only paying clients. Think about it, the minute something is felt to be in lack the ability to grow and build it up is limited.
What are some projects you are currently involved in?
Stages Canada has continued our touring and now makes annual appearances and partners in staging acts at festivals like the Taste Of The Caribbean in Montreal. We have been associated with TOTC since 2015. I started off as their festival host and every year I would book a national artist to open for the International Act that was booked. In 2021 I was invited to join the Board of Directors and work on the Virtual Shift Tour. TOTC presented a Stages Canada tour in 2022 that made 3 stops and headlined Juno Award Winner Mikey Dangerous, Natural Fyah, Shakky Alleyne and more.
What is your involvement in the Juno Awards and what does such representation mean to you??
My journey with the JUNOS has been adventurous to say the least. I loved working with everyone and learnt a great deal over the 17 years (12 of those as chair) on the committee for Reggae Recording of the Year category. Having an All-Canadian Reggae Show and the Canadian Reggae Charts we were able to liaison with talent people across our nation and encourage them to get involved to have their music heard. Last year I sat on a jury for the first time with the JUNOS but in the Indigenous category.
Please tell us about your fondest childhood memories.
Wow that’s a tough question to answer because there were so many. I remember going to wrestling at Maple Leaf Gardens with my Dad. He was a real wrestling fanatic. That was a great night seeing the wrestlers live and matches in person. Another time of great memories was when my 2 sisters (Tanya & Keely) and myself all went to the same dance school as my mom, auntie and grandmother at the same time. That year we had 3 generations in the annual recital. That’s a great memory and those were wonderful times.
DM: Thank you for taking the time Carrie bless up.