Good Good Productions’ Zum Reflects on Career Milestones and Dancehall’s Future

Exclusive: The veteran producer discusses his new Eternal Wave Riddim, championing emerging talent from day one, adapting to the streaming and AI era, and building a catalog of more than 50 riddim projects

Zum embraces modernity, innovation and the future of dancehall

International dancehall producer Zum of Good Good Productions is reflecting on his impressive journey in music and the accomplishments that have defined his career.

In an exclusive interview with Kaboom Magazine, the veteran producer discussed his latest project, the Eternal Wave Riddim, which features a blend of established names such as Ding Dong and I-Octane alongside newer-generation stars including Skippa, Valiant, and Jamal. He also spoke about adapting to dancehall's evolving landscape and the continued growth of the Good Good brand.

"The feedback has been great so far. The response from fans, DJs, and industry people has been very positive, and it’s always rewarding to see people connect with the music the way we intended," Zum said.

When it comes to selecting artistes for a project, Zum says talent is always the starting point. While he often works with established acts capable of drawing attention to a release, he also makes a conscious effort to create opportunities for emerging talent.

"I always work with artists I believe are talented. In many cases, I also include artists who I believe have great potential because I always want to leave the door open for the next generation," he explained.

That philosophy has also shaped how Good Good Productions has navigated the industry's evolution. Rather than resisting changes brought by streaming platforms and shifting audience habits, Zum says the company embraced them early while remaining true to its roots.

alongside dancehall artiste Ding Dong on set

"We've always done things a little differently by focusing on streaming and embracing younger talent, which has helped keep our company current. We never fought change, we embraced it. We've always incorporated the latest technology while maintaining that authentic reggae and dancehall homegrown vibe. It's about evolving without losing who you are."

The producer holds a similar outlook on the growing use of artificial intelligence in music visuals, pointing to the AI-generated video for "Only One Life," one of the songs featured on the *Eternal Wave Riddim by dancehall star Chronic Law.

"The trick is to stay ahead of it. Learn how to use it in ways that benefit you instead of spending your time fighting it. At the end of the day, it's simply another tool that creates endless possibilities. My advice is simple: master it before it masters you," Zum shared.

Maintaining a distinct sound across dozens of riddim projects has come naturally, according to Zum, who credits authenticity and attention to detail for the longevity of the Good Good brand.

Good Good Productions has released more than 50 riddims over the years, including notable projects such as Cure Pain Riddim, Liquor Riddim, and the Liquid Sunshine Riddim. Over the years, Zum has also mastered the business and marketing side of the music industry while working alongside some of dancehall's biggest and most influential names, including Bounty Killer, Beenie Man, Vybz Kartel, Masicka, Dexta Daps, Shenseea, Shaneil Muir, and many others.

"If I'm working on something and it doesn't sound right to me, I archive it. My projects are successful because I put myself into every single one. I handpick my featured artists, my beats, my engineers, and my mixers. Every detail matters," he admitted.

Although his catalog includes collaborations with some of the biggest names in reggae and dancehall, Zum remains focused on the future. Rather than speaking on specific dream collaborations, he says his priority is continuing to create timeless music, develop new talent, and push the culture forward globally.

Born Evan Jackson, Zum divides his time between the United Kingdom and Jamaica, where he continues to grow Good Good Productions while also working behind the scenes with video director Bling Blang Work on branding, marketing, and career development.

"With Good Good Productions, we don't believe anything is out of reach. We've built our reputation by thinking big, working hard, and staying consistent. Anything is possible. We remain focused on creating great music, developing talent, and pushing the culture forward. The future is wide open, and we're excited about what's ahead."