Label Profile: Greensleeves

To anyone with more than a passing interest in reggae, Greensleeves is synonymous with the best that the genre has to offer. For over 30 years, the London-based label has served up ground-breaking releases from dub to dancehall and roots to ragga.

Earlier this year, the label was taken over by Jamaican independent VP Records. But fans of the label shouldn't be too concerned.

"Having been involved in Jamaican music since opening a record store in Kingston in 1958, no one understands the world of reggae better than VP Records. Outside of consolidating reggae as a key genre in music, it should not affect things too much," says Chris O'Brien, A&R/production manager, who has been with the label for 17 years.

The Greensleeves story begins in November 1975 when Chris Sedgwick and Chris Cracknell opened a record shop in West Ealing, London. The downstairs was stocked with pop and rock records, while upstairs was dedicated to soul and reggae.

The entrepreneurial pair planned to make their fortune by running a string of stores across the capital, but as they began to sell more and more of their rare Jamaican imports, former accountant Sedgwick and Cracknell, a DJ, instead decided to license the tracks themselves.

In 1977, they moved to Shepherd's Bush, and while Bob Marley was conquering the mainstream album charts with Exodus and selling out London's Rainbow Theatre, the Greensleeves label was formed with an underlying ethos to stick a lot closer to the grassroots of reggae.

The first two singles, the UK-formed Reggae Regulars' "Where is Jah" and Dr Alimantado's "Born for a Purpose", set the standard, and the label followed up this initial success with the release of their first long player – Alimantado's critically acclaimed Best Dressed Chicken In Town.

The Eighties saw Greensleeves consolidate this success. They employed Henry 'Junjo' Lawes, the Kingston producer weaving his magic on Jamaican DJ duo Clint Eastwood & General Saint's Two Bad DJs album and hit single, "Another One Bites the Dust".

Lawes also brought his trademark dancehall style to the fore on recordings for Eek-A-Mouse on his breakthrough album Wa Do Dem, five albums for Winston Foster (aka Yellowman) – including 1983's Zungguzung guguzungguzeng – and a veritable who's who of seminal acts of the decade, from Barrington Levy and Freddie McGregor to young dub producer Scientist – whose Greensleeves recordings, illustrated with tongue-in-cheek cartoon covers by label designer Tony McDermott, have helped set the benchmark for dub.

Never one to miss a beat, the label released Under Me Sleng Teng in 1986, Wayne Smith's revolutionary album that introduced digital sounds to reggae.

The Nineties saw Greensleeves branch out further – and bag its biggest hit to date. In February 1993, former US Marine Shaggy's "Oh Carolina", a cover of a track recorded by The Folkes Brothers in 1959, reached No 1. Further UK hits followed. Beenie Man's "Who Am I (Zim Zimma)" reached No 10 in March 1998, "Heads High" by Mr Vegas reaching No16 in November the following year.

Since 2000, the label has re-released titles from the Seventies to the Nineties, as well as nurturing hot new acts such as Vybz Kartel, Macka Diamond and producer Don 'Corleon' Bennett.

"We have reissued around 40 titles in the Greensleeves Classics series so far," says O'Brien. "And we currently have new albums from Anthony B and Fantan Mojah and best of sets coming from Johnny Osbourne and Mr Vegas."

Olivier Chaston, president of Greensleeves Records & Publishing, agrees that this blend of old and new can keep Greensleeves at the cutting edge: "Our publishing division handles over 20,000 songs from legendary producers as well as the cream of today's stars including Elephant Man, Busy Signal, Beres Hammond, and a crop of new producers such as Shane Brown and Arif Cooper."

An impressive roster for a label launched from a record shop.

Introduction: Launched in London's Shepherd's Bush in 1977

History: Greensleeves first single was Reggae Regulars' "Where is Jah" in 1977. Sixteen years later the label had its first UK No 1 single with Shaggy's Oh Carolina.

What they say: "Our aim is to continue to present the best of the old and the new that reggae has to offer," Chris O'Brien, A&R/production manager.

Tips for the future: Mavado, Demarco, Busy Signal, Etana and Tarrus Riley.

Pub fact: The music played on the K-Jah radio station in the video game Grand Theft Auto III is from Scientist Rids the World of the Evil Curse of the Vampires.