A local record label is poised to clean up at Sunday's 29th International Reggae & World Music Awards in Queens.
Artists signed to Jamaica-based VPRecords have been nominated for a stunning 27 awards at the Caribbean music equivalent to the Grammys. VP nominees include performers like Sean Paul, Queen Ifrica and Tarrus Riley.
"We love to use music as a tool to bring people together," said VP co-founder Patricia Chin. "We bring the [island] culture and the music to America."
Music insiders said VP is one of the most important reggae music labels in the world - and possibly the most influential.
That clout, combined with a large Caribbean and West Indies population, has helped to make southeastern Queens a center of the island music scene.
"VP Records are one of the ethnic labels that are constantly trying to promote reggae," said Anthony Turner, a spokesman for the reggae awards show. "They're like the bridge between the ethnic label and the mainstream label."
And he's seeing the popularity of reggae artists grow, he said.