Entertainment

Buju's Trust

BY RICHARD JOHNSON
Observer senior reporter
johnsonr@jamaicaobserver.com

Monday, November 18, 2019

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Grammy-winning dancehall artiste Buju Banton has dropped his third single, since returning home from incarceration just under a year ago.

The single Trust, which was released last Friday, saw the deejay team up with long-time collaborator, producer Dave Kelly to come up with a single which harks back to Buju's early days in an authentic dancehall style.

The single follows his two previous releases Country for Sale and Steppa, as well as Holy Ground and Holy Mountain, which were part of DJ Khaled's much-touted album Father of Asahd released on May 17.

Producer and mentor to Buju Banton, Donovan Germain, noted that the ultimate goal of any artiste is to capture as wide a demographic as is possible with their music. He told the Jamaica Observer that that is what Buju has been able to do over the years with his music and that's where he is heading at this time following his 10-year prison sentence on drug-related charges.

“Buju is in that unique position. he is able to capture the cultural music audience and the hardcore dancehall fans and each segment of the market loves him dearly. We released Country for Sale as the first single which was that cultural , social commentary side of the artiste, and not we are going for the dancehall fans with Trust. The thing is that we also have to try and reach a new audience, those young people who were 10 when he went away are now 20, so we have to catch their ear,” Germain explained.

He noted that Trust is not based on any personal experience on Buju Banton's part, but rather a universal issue that almost everyone can relate to.

As for pulling on the talents and expertise of Dave Kelly, Germain shared that when his team examined the market they found that a sound was missing and it was decided that Kelly, who has worked with Buju Banton in the past on hits such as Bogle, Big it up, How It Ago Go and Man A Look Yuh, was the man for the job.

“We realised that the current music is pulling on influences that were derived from our music. What Dave and Buju have shown is that there is a space for the authentic sound out of Jamaica and people are not getting it. So we are just working to solidify our position in the marketplace by giving everyone a taste of what the artiste is capable of and what he is known for.”

Germain shared that there are plans to release another single before the end of the year and go for the album in the first quarter of 2020.

“Buju is very focused at this time and is looking forward to re-establish himself as the premier Jamaican artiste,” he said.


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