NEW York-based singjay Rikroot is determined to make inroads in the Big Apple music scene and is using social media to achieve this.

The 24-year-old artiste recently launched his VEVO Channel as well as a Pandora account to push his latest songs which include the remix to his hit song Fraid Ah Dem with singjay Cali P.

Rikroot has also collaborated with Maylan Manaza, a reggae singer from Reunion Island. He is featured on Struggle, Manaza’s album.

He spoke about the Internet’s importance to artiste promotion.

“I feel social media is a very important vehicle in any artiste’s career. My manager explains we have to stay in the limelight to keep current and by doing that we flood the social media with every current project we work on so we can build our viral buzz,” he said.

Rikroot, the younger brother of deejay Konshens, has not abandoned the oldest form of artiste promotion — live shows.

In November, he did several promotional dates in North Carolina.

The Kingston-born artiste is best known for the songs Sweat, Real Love, Party Buck with K Starr, Daylight and Fraid a Dem.