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| M&S Christmas advert: Is dancehall culture getting the credit it deserves? | |
| (32 minutes later) | |
| "I used to be in the back of my yard in Jamaica dancing barefoot for hours in the sun, waiting for days like this," says dancehall choreographer Chukky. | "I used to be in the back of my yard in Jamaica dancing barefoot for hours in the sun, waiting for days like this," says dancehall choreographer Chukky. |
| He's just been part of the choreography team for a big Christmas advert. | He's just been part of the choreography team for a big Christmas advert. |
| In the ad, for M&S, people's jumpers make them dance - and a lot of the moves come from the Jamaican genre of dancehall. | In the ad, for M&S, people's jumpers make them dance - and a lot of the moves come from the Jamaican genre of dancehall. |
| But there was a bit of backlash as some people felt the advert was co-opting a genre to sell jumpers, without giving credit to its Jamaican origins. | But there was a bit of backlash as some people felt the advert was co-opting a genre to sell jumpers, without giving credit to its Jamaican origins. |
| BBC Radio 1Xtra DJ Seani B - who plays a lot of Caribbean music on his show - posted on Instagram: "People in the mainstream need to know where this... comes from." | BBC Radio 1Xtra DJ Seani B - who plays a lot of Caribbean music on his show - posted on Instagram: "People in the mainstream need to know where this... comes from." |
| He put up a video of the ad which had replaced the original track (House of Pain's Jump Around) with dancehall song Flair is in the Air by Ding Dong. | |
| But once he realised that Chukky and other Jamaican dancehall choreographers were involved, he posted another video giving them props: "I'm smiling, I'm happy... but we gotta gatekeep the culture," he said. | But once he realised that Chukky and other Jamaican dancehall choreographers were involved, he posted another video giving them props: "I'm smiling, I'm happy... but we gotta gatekeep the culture," he said. |
| However, Chukky - real name Keyama Cammock - is happy to share the style of dance with whoever wants to be involved. | However, Chukky - real name Keyama Cammock - is happy to share the style of dance with whoever wants to be involved. |
| He teaches classes in London, where he says "everyone is welcome." | He teaches classes in London, where he says "everyone is welcome." |
| And he says he borrows from other genres such as Afrobeat when he's creating steps. | And he says he borrows from other genres such as Afrobeat when he's creating steps. |
| The signature move of the M&S advert is a shoulder roll - not a dancehall move - but Chukky says he was happy to incorporate it into the choreography. | The signature move of the M&S advert is a shoulder roll - not a dancehall move - but Chukky says he was happy to incorporate it into the choreography. |
| Chukky's been dancing professionally for over 10 years - but since he moved to the UK two years ago, he's seen the genre grow in popularity. | Chukky's been dancing professionally for over 10 years - but since he moved to the UK two years ago, he's seen the genre grow in popularity. |
| "When I first came in, there was no real scene for dancers like that." | "When I first came in, there was no real scene for dancers like that." |
| Now, he says: "Everyone comes because it's knowledge. It's fun. It's a vibe. And people crave for these things." | Now, he says: "Everyone comes because it's knowledge. It's fun. It's a vibe. And people crave for these things." |
| Along with dancehall moves being more popular, the music has also made its way into mainstream pop. | Along with dancehall moves being more popular, the music has also made its way into mainstream pop. |
| Rihanna's Work, Drake's Controlla and Ed Sheeran and Justin Bieber's I Don't Care are some examples of this. | Rihanna's Work, Drake's Controlla and Ed Sheeran and Justin Bieber's I Don't Care are some examples of this. |
| A few acts - such as Sean Paul - successfully move between dancehall and pop music. | A few acts - such as Sean Paul - successfully move between dancehall and pop music. |
| But he's called out Drake in the past for not "giving more accolades" towards the Jamaican influence on songs such as One Dance. | But he's called out Drake in the past for not "giving more accolades" towards the Jamaican influence on songs such as One Dance. |
| He told Newsbeat earlier this year that a "language barrier" might put people off the more hardcore dancehall music, but over time he thinks the genre will be better recognised. | He told Newsbeat earlier this year that a "language barrier" might put people off the more hardcore dancehall music, but over time he thinks the genre will be better recognised. |
| "One day we are going to get people logging on back to what we do," he said. | "One day we are going to get people logging on back to what we do," he said. |
| "We just feel proud of that fact and we humbly wait for our turn to make the city burn again." | "We just feel proud of that fact and we humbly wait for our turn to make the city burn again." |
| Chukky thinks the dancers do get credit from the outside - and he feels dancehall is having its moment now. | Chukky thinks the dancers do get credit from the outside - and he feels dancehall is having its moment now. |
| "I've been preparing myself for this for many years," he says. | "I've been preparing myself for this for many years," he says. |
| "Big up to every dancer in Jamaica that creates their steps." | "Big up to every dancer in Jamaica that creates their steps." |
| He adds: "We all aim to be choreographers... that would be shown on big international TV someday and we've managed to do that." | He adds: "We all aim to be choreographers... that would be shown on big international TV someday and we've managed to do that." |
| Chukky and his dance crew Bulletproof 876 have also worked on a Levi's advert and the music video for Nafe Smallz and Tory Lanez's track Good Love. | Chukky and his dance crew Bulletproof 876 have also worked on a Levi's advert and the music video for Nafe Smallz and Tory Lanez's track Good Love. |
| Rather than trying to block others from being influenced by dancehall, Chukky wants to see more unity within the community. | Rather than trying to block others from being influenced by dancehall, Chukky wants to see more unity within the community. |
| For him, it starts with more mutual respect between dancers and musicians. | For him, it starts with more mutual respect between dancers and musicians. |
| "Remember, dancers [in dancehall] have bigger fan bases than a lot artists. So if we dance to your song, and it goes viral, and then everyone starts listening, it's only right for you to give that credit." | "Remember, dancers [in dancehall] have bigger fan bases than a lot artists. So if we dance to your song, and it goes viral, and then everyone starts listening, it's only right for you to give that credit." |
| He says it's something the Afrobeats community is good at doing. | He says it's something the Afrobeats community is good at doing. |
| He adds: "There's no specific way - even sometimes just through posting on your Instagram as an artist can mean a lot to a dancer." | He adds: "There's no specific way - even sometimes just through posting on your Instagram as an artist can mean a lot to a dancer." |
| Follow Newsbeat on Instagram, Facebook, Twitter and YouTube. | Follow Newsbeat on Instagram, Facebook, Twitter and YouTube. |
| Listen to Newsbeat live at 12:45 and 17:45 weekdays - or listen back here. | Listen to Newsbeat live at 12:45 and 17:45 weekdays - or listen back here. |