Yeah it would take rebranding and that is something I really don't think makes sense now. I believe in a defined and narrow target even if it is small. But at the same time, people in the Reggae culture, many of them like HIPHOP an may want to post something about it now and then.
What I was thinking recently was to create an initiative called "Link Up" where people can use D.buzz and post links to songs with a 2 line text. These songs could be MOBO. Then they use #jahm to link it to reggaejahm. Just an idea, because I realize, not many people read music posts, they just want to hear the music. ( I see APART different though).