Xkhraig sets sights on Latin market

On July 8, the eve of the World Cup quarter-final match between France and Morocco, Billboard Magazine announced that ‘Echo’ — the tournament’s official song — by Daddy Yankee and Shenseea, topped its Latin Airplay chart. Shenseea became the latest Jamaican to reach the summit of that table.

The success of other Jamaicans on that chart — Sean Paul, Shaggy and Rvssian — has not gone un-noticed by their compatriots like Xkhraig, a Philadelphia-based artiste who blends dancehall and hip hop.

In June, he performed for the first time in Colombia, one of the biggest markets for reggaeton, the reggae/Latin hybrid that has a massive following in Latin America. Xkhraig was one of the acts on the Rototom Colombia festival in Bogota, and saw up front the rabid response to Jamaican music.

That spiked his urge to break into a market that has become one of the most receptive to dancehall-reggae.

“The passion for reggae and dancehall in Spanish-speaking markets is undeniable. Breaking into that space is a clear goal for me,” said Xkhraig. “I’m already working with producers in Colombia and I have a collaboration in progress.”

Most of his songs, like ‘My Love’ and ‘Yaadi Girl’, both released in 2025, have a dancehall-hip hop flavour. Born in St. Andrew parish, Jamaica, Xkhraig cites Anthony B, Beenie Man and Capleton as his biggest dancehall influences.

His interest in hip hop and Rhythm And Blues grew after he migrated to Philadelphia. That city has a rich history of urban music, going back to producers Gamble and Huff during the 1970s, to the rise of neo-soul in the 1990s.

Xkhraig says the City of Brotherly Love’s dancehall-reggae scene can do with some help.

“The scene needs more consistent platforms: dedicated reggae events, regular venue bookings, and greater industry visibility. NYC and Boston get more attention, but Philly has the culture, history, and audience to be a major hub,” he noted. “We need more promoters, festivals, and investment to build momentum. I’m committed to doing my part as an artiste to help raise that excitement and visibility.”

(Photo contributed)