What's up with reggae and skiing/'boarding vids?

Here's something for all the knuckle-draggers out there. Donner Pass CA powfest--oldy but goody. Quick question: why do so many ski and snowboard videos have reggae soundtracks these days? The music's birthplace is in the tropics, it has evovled significantly since its creation (can you say dubstep) and its lyrics are largely irrelevant to mountain loving, snow worshippers. OK, I may be trying to stir sh_t up a bit, but really.  Why?