Young Veterans
Young Veterans Music: From Kingston Roots to Global Reach
Kingston, Jamaica – a city synonymous with the vibrant pulse of reggae and dancehall, a place where musical dreams are born and nurtured. In this rich cultural landscape, an independent record label has steadily built a formidable reputation, shaping sounds and launching careers for nearly two decades. This is the story of Young Veterans Music.
Founded in 2003 by the visionary duo of Sheldon Pennicott and his long-time school friend Ricardo Hart, Young Veterans began with humble, yet ambitious, roots. While attending the University of Technology Jamaica, they started by operating a small sound system and dabbling in recording projects – planting the initial seeds of what would become a signature label in Jamaican music. The label’s trajectory took a significant turn in 2005. Sheldon, working as an audio engineer at his uncle’s renowned ‘Byron Murray in the Streets’ recording studio, connected with Sekou Davis. A close friendship blossomed, leading to a pivotal decision: a fusion of their respective labels. This collaboration proved to be a stroke of genius, solidifying Young Veterans into the strong, reputable entity it is today. Since then, Young Veterans Music has created an indelible mark on the industry, working with popular artists and producing a catalog of renowned tracks. Their golden touch is evident in hits like Konshens’ powerful anthems, ‘Rasta Imposter’ and ‘Young Black and Powerful’, as well as Opal’s captivating ‘I Said It’, to name just a few that resonate deeply with fans.
The label’s influence, however, extends far beyond the shores of Jamaica. Young Veterans’ productions have graced international stages and screens, featured in acclaimed projects such as Spike Lee’s Netflix series “She’s Gotta Have It’ and Major Lazer’s and Pharrell’s track “Aerosol Can”. Their work has also been integral to M.I.A’s and Major Lazer’s ‘Lovalot’ and Raggasonic’s ‘Real Friends’, showcasing their global reach and versatility. Never content to rest on their laurels, Young Veterans Music has strategically broadened its horizon. They’ve expanded their footprint within the entertainment industry, venturing into artist management and development, as well as handling bookings. This holistic approach ensures that artists under their wing receive comprehensive support, from the studio to the stage.
Adding to the dynamic Young Veterans family is Andrew Pennicott, Sheldon’s younger brother. A graduate of the University of The West Indies Mona, Andrew brings his own passion and talent, reinforcing the label’s strong musical lineage. Together, this dedicated team shares a common focus, united by their journey to create exceptional music.
At the core of Young Veterans Music’s success are unwavering principles: dedication, teamwork, patience, and determination. These aren’t just buzzwords; they are the pillars upon which they build high-quality music and a lasting legacy. From university dreams to global anthems, Young Veterans Music continues to solidify its position as a cornerstone of Jamaican music, constantly pushing boundaries and nurturing the stars of tomorrow.
Sheldon Pennicott
A graduate of the University of Technology, Jamaica with a bachelor’s degree in Electrical Engineering, Sheldon has worked with several artists and producers across the reggae and dancehall musical scene since 2006. His interest in music production sparked when he started as an intern at one of Jamaica’s most recognized studios “Anchor”. While interning at “Anchor” he was mentored by Senior Engineer D. ‘Fatta’ Pottinger.
After graduating, Sheldon engineered at “In the Streets Records” where he helped produce and engineer a diverse range of music. Some of the more notable tracks include “Hot Wuk” by Mr. Vegas, “Stronger” by Fantan Mojah, “Young Black & Powerful” by Konshens and “I Said It” by Opal. He has worked with various artists and producers, such as Capelton, Lady Saw, Byron Murray and “Frenchie” from Maximum Sound. Sheldon has a strong dedication to reggae music and is focused on establishing his label “Young Veterans”. His motto: “Changing the world, one reggae beat at a time”
CLICK TO VIEW SOME OF SHELDON’S WORK
Sekou Davis
Sekou Davis was born on September 1, 1983 in Kingston, Jamaica. As far back as he can remember music has always been a huge part of his life. He dreamed of one day being a part of it in one way or another. Growing up, he idolized the Jamaican music giants of that time such as Shabba Ranks, Ninja Man, Beenie Man and Bounty Killer. “They made music appealing and influenced me into wanting to follow in their footsteps” stated Sekou. While attending Kingston College however, he came to the realization that being a singer or a dj was definitely not the area. He then transferred to Munro College where he met Maverick, a young music enthusiast like himself.
Nothing musical was to manifest until 2005, as he was about to start his marketing degree at UTECH. Maverick had decided to become a recording artiste and the thought of producer/artiste manager gave new life to a broken dream. As fate would have it, a year later he would cross path with another young music enthusiast, engineer Sheldon Pennicott. After one meeting of the minds, it was clear. Young Veterans needed to be formed. Since then Sekou has been one of the hardest working artiste managers, working with most of who you can think of in the Jamaican music fraternity and paving a path for the entire Young Veterans family.
Andrew Pennicott
Andrew Pennicott was born in Montego Bay Jamaica where he was exposed to music from a tender age. This is largely due to a family base that is deeply entrenched within the industry, with his father being a disc jockey and musician, his uncle Byron Murray being the founder and C.E.O. of ‘In the Streets Records, ‘his cousin Leroy ‘Badness’ Pennicott being a renowned guitarist, as well as his older brother Sheldon Pennicott being the founder and C.E.O. of ‘Young Veterans Music’ As such it is safe to say that Andrew is simply adding to this musical legacy that was set before him.
Andrew matriculated from The University of the West Indies Mona with a Bachelor’s Degree in Accounting. It was whilst at this institution that he made the decision to officially enter the music industry. With a number of years under his belt, Andrew has benefitted from a vast wealth of knowledge and experience by working closely with major players throughout the industry. Amongst these are Chris Murdich, Fanton Mojah, Ginjah, and a host of others. Andrew currently operates as an audio engineer and composer and is also in the process of fine tuning his skills in regards to the playing of musical instruments.