More than a decade after its release, So Mi Like It by Spice is still making waves globally, and Grammy Award-winning music producer Ainsley ‘Notnice’ Morris of Notnice Records is finally taking a moment to reflect. “Every time going into the studio we hope to come out with a hit record,” he told Prism Marketing Consultants in an exclusive interview, “but I never imagined this kind of success for So Mi Like It.” With the track now nearing 100 million Spotify streams and eligible for RIAA Gold certification in the United States—with over 535,000 copies sold as of February 28—this is more than just a hit; it’s a dancehall classic etched into international music history.
The song’s renewed momentum comes partially thanks to its feature in the British TV series Boarders, exposing it to a new, younger audience. Notnice, who was unaware of the placement until he saw it on social media, credits his team for handling the business side while he focuses on the music. “I just try and maintain the authenticity of the culture in making actual dancehall riddims—those that are instantly recognizable as homegrown,” he explained. That authenticity seems to be the formula for the song’s longevity, coupled with Spice’s fearless energy and lyrical rawness. “She came to me saying she needed a hit,” Notnice recalled. “I built the riddim that same night. She came back the next day with the song idea and we recorded it—along with Go Go. As cliché as it sounds, the rest was history.”
The impact of So Mi Like It extends beyond commercial metrics. Already certified Gold in Canada and Silver in the UK, it is now part of a small but growing group of dancehall tracks achieving international certification. For context, few Jamaican dancehall songs have crossed the RIAA Gold threshold—Sean Paul’s Temperature and Chaka Demus & Pliers’ Murder She Wrote among them. Spice’s single joining that lineage underlines the increasing global recognition of dancehall, a genre historically overlooked despite its cultural influence. “It’s a great achievement,” said Notnice. “Personally, because I’ve been in the business over a decade. Professionally, it shows that dancehall is being consumed globally.”
Interestingly, the producer remains humble despite his pivotal role. “People mostly know the song but not the producer,” he admitted. “Most may not even know I produced So Mi Like It.” Despite not collaborating with Spice since, he speaks highly of their creative chemistry during the recording sessions in 2014. As Spice pushes forward with her upcoming independent album Cyphers of the A Album—which includes the viral diss track Eleven—Notnice’s timeless production continues to echo across borders, streaming platforms, and TV screens. In an era of fleeting music trends, So Mi Like It stands as a blueprint of dancehall excellence—raw, real, and undeniably Jamaican.
