From the prison walls to the living rooms of fans all over the world international reggae artiste Jah Cure has not slowed down since his release from jail some years ago. The talent that some argued was confined to his prison cell was quickly shot down by the artiste with the release of several hot singles and international collaborations on and off the stage after becoming a free man. Jah Cure’s success has spanned boundaries and territories, some artiste can only dream about traveling to and their music being heard. His latest project “Never Say Never” has attracted international attention; with his remix that has a techno feel and a video to compliment he has indeed tested the waters as a reggae artiste and makes no apologies for it.
The video, for the techno version of the song was shot this fall and was being edited when a version popped up on YouTube. The leak spread virally around the net and popped up on sites as far away as Scandinavia. Rickman Warren of Jamplified Records, who produced the track and conceptualized the video, says the leaked version was not the final version: “The video was being edited and we don’t know how, but someone got a hold of it and leaked it online. Never Say Never in ‘Techno-Color’ was shot in Kingston at Victoria House by video director Asha who is credited with directing Jah Cure’s first video for the song Sticky and recently directed Jah Cure’s Unconditional Love in Havana, Cuba, and You’ll Never Find. The video was shot in front of both a green and black screens and features several scenes which will appeal to techno ravers and dancehall fans alike.
Warren, credited doing a video of this nature as “ not being traditional and doing a video for the reggae version of the song we chose to do the video for the techno version.” He further stated “We wanted to reach new listeners who don’t normally listen to Reggae and might have otherwise never heard of Jah Cure or Jamplified Records.”
Jah Cure undoubty has come a long way in the local music industry and without a doubt on his journey in carving his name amongst the great reggae icons out of Jamaica.
Article By: Kemar Daswell
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