"It is important to recognise that artistes are not getting the type of exposure outside of Jamaica as they should. Even with the pervasiveness of technology and the Internet, a more hands-on approach is needed to establish an overseas network including media, radio and street," Downsound' s head honcho, Josef 'D Maggio' Bogdanovich, said in a release.

Downsound Records is also seeking to get a foothold in non-traditional dancehall markets such as states like Kansas in the American Midwest and in the deep Southern states like Mississippi and Alabama.

"We're going all out with this record," Bogdanovich, who is known for theinternational hit,Jah Cure'sBehind These PrisonWalls,said.

A former runner-up in the popular Magnum Kings and Queens contest, Specialist has made a strong start to his professional career. The deejay's infectious break-out hit Street Hustle rocketed tothe No.1 spot on the ER dancehall charts in September, and the red-hot rookie has maintained a stranglehold on the No.1 spot on the FIWI Choice Top 10 charts over the past four weeks.

Both producer Cordel 'Skatta' Burrell and Bogdanovich visited New York City over the weekend to re-establish current marketing efforts in New York.

Saturday DSR kicked off the Specialist hot single Street Hustle with a new remix and very strong ground penetration in the street, along with active radio support first coming from New York-based Caribbean radio stations.

"The company expects to thoroughly establish this single and artiste in the New York base area and moving out to the Tri State, all the way down the east coast by year end," ace producer Skatta Burrell said in a release.

Burrell is a billboard charting producer best known for the single, Move Ya Body, the debut single from Nina Sky's debut album Nina Sky, which was released in 2004. The song features rapper Jabba and peaked at No. 4 on the Billboard Hot 100 charts.

He has since inked a deal with Down-sound Records where he is actively developing a marketing platform that will include other Downsound acts currently in production.

"We have a lot of great acts on the DSR roster, including hot femme fatale, Toya, who is next up on the block," Skatta said.