For 27-year-old up-and-coming producer Akeem Richards music has been his passion for as long as he can remember.

“There is nothing I love more than music,” he said told the Jamaica Observer’s Splash in a recent conversation.

Fuelled by the need for a deeper understanding of the intricacies of the industry, Richards, more popularly known in the industry as Donflakes, honed his craft and is ready to take the industry by storm.

“Being consistent was key. I realised I had to learn to make beats. Everything was just pushing me to go harder, and I told myself I had to figure it all out,” he said.

Focus, Richards added, was what separated him from his peers.

“Weekday, the producer who has been working closely with 450, saw the work I was doing and started to show me the ropes. It has been non-stop work from there; sleepless nights in the studio, but we’re keeping focused.”

According to him, comedian and record label owner Deno Crazy saw his commitment and decided to give him a chance to work on his label. That opportunity would in turn open bigger doors, doors that he hopes will lead to new musical dimensions.

“I was working with limited resources until Deno Crazy make we have a studio and introduced me to Jahvy Ambassador (450’s road manager), and that’s where everything just started falling in line,” he said. “From before him get the break, Deno Crazy always a motivate we fi do the right thing and be different. There is never a day that he doesn’t encourage me to put in the work. I don’t plan on disappointing him.”

Now boasting a new track courtesy of 450, Richards is counting his blessings as he looks to further himself in the industry.

“I eventually got the chance to work with 450 and, to be honest, that was a great experience in itself. Hearing 450 on vocals will amaze you. Just his creativity and the way he flows and puts his lyrics together, he’s a special kind of artiste who is on the verge of greatness himself,” he said.

Donflakes told Splash that he is confident in the work they have done.

“Our track is called Doze Off, and with faith and a strong mind I know it will open a lot of doors for new opportunities and industry credibility. Others will see that the work is quality and will hopefully want to work with me as well,” he continued. “And we can’t forget the financial benefits, too, but that will come. I am just focused on becoming one of dancehall ’s best alongside the Crazy Way team, Tru Ambassador, plus the syndicate.”

Elephant Man’s Pretty Baby remix may have opened the floodgates for bookings with his return to the forefront of the music scene.

But as the song gains momentum it has also been met with harsh criticism. For some, the deejay’s quirky spin on the late Connie Francis’s 1962 classic was unnecessary. But as Elephant Man tells it, his decision to remix the track was based on the need for lighter, more fun songs in dancehall.

Highlighting that everything has its place in the music industry, the deejay said his quirky remix was strictly to allow listeners to dance and let loose again.

“There is a time and place for everything, but fun, because people wah have fun right through. If you’re tired and stressed out and yah go pay your money for a show, you want to leave knowing you had fun,” he said. “People come out to see Elephant Man do something special when him reach the stage for that song. For me, it’s fun entertaining the fans and making sure that everybody is happy.”

The entertainer went on to say that dancehall today could benefit from more of what he dubbed “happy music”. He expressed that as a people who pride themselves on enjoyment, the entertainment space needs more artistes who will prioritise fun over guns.

“Yes, there’s a place for every kind of music, but I have always been about fun and enjoyment. Me waan people go home from a Ele show and say, ‘That was fun, and that’s why we love Ele and love when him have hit songs or remix songs, because dancehall fun and nice,’ ” he said. “We need more happy music. Check from 2003 going into 2004 when mi do Pan Di River and check how long dancehall did nice. Everybody did a dance and a have fun. You go party, dancehall was crazy because Elephant Man was all about fun. When dancehall happy, everybody happy.”

Outlining that the same music that is sometimes met with negativity is what has allowed him to rub shoulders with the likes of Michael and Janet Jackson, Elephant Man says he will continue to do music as he sees fit.

The deejay says he is proud of where his career has taken him and will continue representing Jamaica with the best of his abilities.

“When Michael Jackson call me and me a talk to Janet Jackson, that was one of the biggest moments for me to see a likkle youth from Jamaica up there with icons. That is dancehall, and it was fun music that got me there,” he said.