Dancehall deejay Assassin has been in the spotlight lately with artistes throwing jabs at him. The versatile lyricist said he wasn't fazed but, instead, has chosen to be grateful for the many successes he has experienced recently.
It was in January 2011 that the deejay, who also uses the moniker Agent Sasco, declared he was going to be an even more aggressive and proactive artiste in a very competitive and robust industry.
The decision seemed to have worked in favour for the deejay, born Jeffrey Campbell. Since the start of 2011, Assassin, through singles such as Talk How Mi Feel, Run Di Place, Nothing At All, Something's Gotta Give and Late, has cemented arguments of him being a bonafide hit maker.
Boardhouse Records, which he jointly owns, has also risen to the occasion with the massive 2011 rhythm 'Run Di Place', which features Bounty Killer's hit single Done Wid Di Hennessy. His 2012 hits are fast-coming with none more hard-hitting than Bun Freaky Ras, a direct jab at the frailties affecting dancehall music.
Hailed for his ability to conjure brain-picking lyrics, Assassin said he's now focused on improving his craft, as such is the demand from the business.
"I want to continue grow myself. I have been in the industry for a while now and the business has been very good to me. I want to continue to build on my craft. I am at the point where I am challenging myself a lot more musically," Assassin said.
The deejay, bashed recently as dancehall's 'music police', said he treats it as a compliment, given what the role of a lawman is.
"There's nothing wrong with that comment. In fact, I treat it as a compliment, because if you check the opposite of policing you will see the difference," he said.
Assassin said he is now focussed on nurturing upcoming talents Lady Ali and Scaacha, Boardhouse recording artistes.
"We have two young artistes ready to explode. Our main focus is to get them prepared musically so that when the opportunity comes they'll be able best represent what Boardhouse Records is all about," he added.
Despite being a constant hit maker for the past decade, Assassin said there's much more room for improvement. "Representing the music the right way has more value. I prefer to write a song than to do a tune. I am very pleased with where I am at but I still have many more things to learn musically," he said, adding that he will be touring Europe and Africa in July.