Sugar Ranks

Profile of the Community Radio Disc Jockey - by Tessa Joseph

'A rolling stone gathers no moss'. This was back then, not now. The old proverb certainly does not apply to Sugar Ranks, a man who has gathered more 'moss' than most in the music biz.

"Why should I restrict myself, stifle my creativity or narrow my horizons? No... I'm a firm believer of having my hands in a many pies as possible. That's the beauty of the music industry. I see an opportunity and I go for it. As long as I continue to reap the rewards of my hard work whether finan -cial or self gratifying, I will continue this trend of going for it all", states Ranks. This enthusiasm and ambition seems to be payi -ng off for the radio presenter who currently hosts a prime-time Reggae show on Klimaxx 92.9FM. one of London's hottest community stations. This is when he is in the UK, for Sugar Ranks also hosts equally popular Reggae shows in St. Lucia, Barbados, Grenada and Europe at different times of the year. In addition to his Reggae show on Radio 100 in St. Lucia, he has also made appearances on local television and names Valeric Albert, St -Lucia's communications guru and Russell Lake, Dj as strong supporters of his cause.

The East London presenter says: "my vision has always been to use my radio shows to link London's home grown talent with the Caribbean's up and-coming artists in a way that has never been done before. I always dedicate a segment of my show to this cause. I'm proud to say that some very successful links have been created as a result. As a radio host, Sugar Ranks music career has spanned almost two decades. Like many DJs of his age group, he remembers fondly the good old Sound days which were very instrumental in getting him where he is today. "Wisdom Hardcore was one of the first Sound Systems I played with, often getting to 'Sound Clash' and perform at gigs. I also assisted with promoting venues and raising the profile of the Sound. Goidfinger Ranking of Wisdom Hardcore. the crew and I were the first pioneers of 'Sunday Reggae All Dayers' for teenagers in North and East London. We had a successful run throughout the '80s and early '90s, often giving a platform and exposure to up-and-coming talent, some of whom went on to have hits in the national charts". With a portfolio like this, it's hard to imagine Ranks having anytime for himself. He confesses that most of his day is normally taken up with 'music business' in one form or another. He explains that the key to his success lies in networking - 'contacts are key'. He also firmly believes in good solid preparation before any show, any gig or business deal. Interviewing big names like Al Campbell and Beres Hammond was no mean feat for a man who attributes his success to his humble beginnings.

The DJ is quick to express that he is not always 'ghetto' although his speciality is Reggae music. He laughs as he recalls introducing Shaggy at a St. Lucian Jazz Festival but shocking everyone at the after-party by playing a cool selection of Jazz and Soul. Citing a cross section of artists as inspirational role models he says,"! was saddened by Luther Vandross's death". Not all DJs have access to the exclusive material ^^ heard on the airwaves or in a club. Some DJs, I*'1*"* unless they own a record shop (which, incidentally. Ranks once owned), have no access to record I distributors or producers. Ranks' weekly trip to record distributors all over London keeps him bang up to date. "One must be resourceful in this time. It pays hugely to network and have contacts. Keeping those contacts are equally important".

Good advice from a man who has the world of sponsors for his shows and trips abroad. What are his plans for the future? "I want to continue using my show to link and give exposure to talent on all sides of the equator. I want to sign new talent Most importantly, I want to enjoy whatever comes my way as the saying goes... if music be the food of life... then I will play on..."!

SUGAR RANKS PLAYING AT NOTTING HILL CARNIVAL BACK IN THE DAYS

SUGAR RANKS LIVE ON AIR IN THE CARIBBEAN STUDIOS

SUGAR RANKS ON TOWN FM - FIRST UK CABLE RADIO STATION