Message Music : Reggae’s Rhythmic Force and Poetic Injunctions to Be Celebrated at Awards Concert in Starlight Amphitheatre

Like a refreshing tropical breeze, reggae music can blow away some of the unpleasantness of life and lift the spirit. Reggae artists frequently remind their audiences to “sing and dance your troubles away” and “come together like one family living in a peaceful society.” Their message of unity, peace and truth is meant to serve as a force for raising the consciousness of humanity.

However, listening to the music’s lyrics is not a prerequisite for enjoying the syncopated beat. And when several thousand reggae fans gather Saturday at Burbank’s Starlight Amphitheatre for the Third Annual Reggae Times Music Awards, there will undoubtedly be more than a few who simply like the sound of the music--and will be content to dance the evening away.

“The concert will be like taking a trip to the (Caribbean) islands,” co-promoter Larry Dawson said. “The atmosphere is cool and comfortable and friendly. It’s an opportunity to just hang out and have a real good time.”

Throughout the five-hour concert, which begins at 4 p.m., 10 awards will be presented for outstanding achievement in reggae music, including those for Best International Performer/Band, Best Los Angeles Performer/Band and Best New Performer/Band. Winners will be determined from mail-in ballots submitted by readers of Reggae Times Calendar and Music Times Calendar, two publications published and edited by Dawson with the help of his wife, Beth Bartlett. About 5,000 votes have been received since the contest began in January, he said.

Although Dawson likes to think of the awards as the Grammys of reggae music, he said there will be no long-winded acceptance speeches. The emphasis of the show is on the live performances, not the presentation of awards. In addition, beginning at 1 p.m., there will be a free international food and crafts fair featuring Jamaican edibles, beverages, art, jewelry and assorted crafts.

Included in the concert’s lineup of international reggae artists are England’s Steel Pulse, Canada’s Messenjah and Jamaica’s Don Carlos and Judy Mowatt. Also from the island is Oku Onuora, this year’s top contender for the Poetic Justice Award. Over the last five years, a particular poetry has evolved within the reggae scene, Dawson explained. Performed to a specific beat, and often but not necessarily accompanied by music, the poetry focuses on worldwide current events and speaks out against social injustices.

This year’s front-runner in the Best New Performer/Band category is Los Angeles-based Ras Bunny accompanied by 7 Seal. Originally from Jamaica, 30-year-old Bunny formerly played with I-DREN and Seala, before forming his current group about a year and a half ago. Although the band includes a saxophonist (Melvin McCregor), a trombonist (Rembert James) and two backup vocalists from Texas (Ron Chandler and Antonio Serjew), among others, Bunny said their sound is still “roots music, message music.”

“It’s music for everyone,” he said. “Black, white, old, young, pretty--or ugly,” he said with a laugh. “It’s something that’s positive and uplifting for the whole world.”

Among the various songs Bunny has written over the past 10 years, his favorite remains a song he calls “Teach the Children . . . the Right.” “Everyone has to care about the children of the world,” he said. “Our future is in their hands. Remember, they’re the men of tomorrow.”

Since its conception in Jamaica, the hypnotic effect of the reggae beat has entranced fans around the world--its popularity has even spread to Japan. Gone are the days when only public radio aired the music. More and more commercial radio stations now play reggae, and albums by artists such as Ziggy Marley continue to climb the charts. His album “Conscious Party” went gold last month, and “The Legend,” an album by his late father, Bob Marley, went platinum around the same time.

Yet, even though big business has stepped into the picture--Bartlett said record companies like MCA and Island now have reggae divisions--she and Dawson still feel the music has not been promoted enough. “There is a whole market out there that is just beginning to be tapped,” Barlett said. “We want to continue to expose the music as much as possible--and dispel some of the ridiculous myths.”

As reggae becomes more popular among Americans, he said, reggae musicians “have been adding parts to make it easier for everyone to understand and enjoy,” Dawson said.

Still, he believes the music will always retain its humanitarian philosophy and its ties to the African beat. One of the reasons Saturday’s concert was scheduled this month was to commemorate the birthday of Haile Selassie, July 23, 1892. Selassie, the leader of the Rastafarians, believed by many to be a direct descendant of King Solomon and the Queen of Sheba, was the emperor of Ethiopia and was responsible for the country’s reform.

“Reggae was--and always will be--music of the people, for the people and by the people,” Dawson said. “One love of humanity, that’s what the music is talking about.”

Tickets for the Third Annual Reggae Times Music Awards are available through Ticketron and cost $18.50, $17.50 and $12 for the lawn area. For additional information call (818) 841-4600.