SHAGGY: Sweet as sugar cane

Tuesday, July 12, 2011

WITH almost two decades in the music industry, diamond-selling dancehall and reggae superstar Orville 'Shaggy' Burrell has not slowed down.

In February, Shaggy was featured in a TEENage Observer article, Roots Royalty, as one of "52 icons that contributed to making Jamaican music what it is: legendary", illustrating just how integral he has been since his emergence in the early 1990s. With his recent feature on the cover of Buzzz Magazine, this multi-Grammy-nominated artiste continues to be a true ambassador of Jamaica's music and culture.

The baritone-musical maestro has delivered many hits throughout his illustrious career, including Mr Boombastic and It Wasn't Me. And now, years after producing his first real hit Oh Carolina, he has done it again with his latest single, Sugar Cane.

With the summer getting into full gear, Shaggy has mesmerised listeners with this 'feel good' single that is creatively complimented by a tropical beat and captivating background vocals. The catchy song has already been blaring from every radio station, in every club and rolling off the tongues of his many fans the world over.

"This album is all about fan appreciation. The entire eight-track digital album is only for US$2.99, so this is really about the fans," Shaggy told TEENage in an exclusive telephone interview while on a promotion stop in Las Vegas yesterday.

Shaggy believes that the Summer in Kingston offering is a good way to promote Brand Jamaica.

"We are launching from our Jamaican base. It is a part of who we are, and where we are from and it is a good place to showcase Jamaica, especially with the Olympics next year," Shaggy added.

Shaggy also revealed that Stephen 'Di Genuis' McGregor is currently working on the remix of the first single from the album Sugar Cane, which is set for release on July 16 with a massive concert in New Kingston.

This Saturday, New Kingston will be on lockdown for THE party that will launch Shaggy's new single, video and album.

"MTV and Rolling Stone will be here to cover this party and we them to see a party in the streets of Kingston," Shaggy said, even mentioning that there is a possibility that the concert could be an MTV Special.

Known mainly, over that past two years for his Dare to Care campaign, Shaggy said this has been more significant than any album he has ever released.

Part of this campaign is the now annual "Shaggy and Friends" concert to provide aid for the Bustamante Hospital for Children. As a result of the campaign, the upcoming album will be Shaggy's first solo project in more than four years even though it will be his ninth album to date.

"We have to come back with something that all Shaggy fans will appreciate and enjoy (hence 60¢ per song). My friends will be there to celebrate with me and the people will be able to hear some of the songs off the album," he told TEENage.

Singles from the album have already been receiving tremendous airplay on radio stations abroad, to the extent that Shaggy has been given the chance to be the musical act on The Tonight Show with Jay Leno this Friday.

Shaggy is also scheduled to be on comedian George Lopez's tour giving indication that Summer in Kingston is shaping up to be an internationally successful album.

— Devaro Bolton

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SHAGGY: Sweet as sugar cane