In 1990, Chris Blackwell signed P.M. Dawn, and proposed a joint venture with Island/PolyGram that secured Gee Street's roster for Island. Back in the US, Baker became a senior A&R man on the Island Records team and head of Blackwell's newly formed Island Jamaica label for North America, which included Luciano, Chaka Demus and Pliars, and Beenie Man, among others. In 1996, Blackwell left Island and the Polygram group. With this, Baker bought Gee Street and resold 75% of it to Richard Branson. In the deal, Baker retained control of Gee Street's marketing, promotion and A&R, while Branson made Gee Street the cornerstone of V2 Records in North America and named Baker co-President.

John Baker is now a Hotelier, impresario with decades of music industry experience and a knack for hospitality.