KINGSTON, Jamaica — Going into the final stretch of 2016, Belizean singer Eljai is stepping-up his live game, promoting his third album and winning new fans.

The Los Angeles-based artiste’s The Other Side of Eljai was released by Tuff Gong International in July. He is scheduled to perform on the November 25-26 Africa Meets Reggae show in Lagos, Nigeria.

That will be followed by dates in the United Kingdom and Europe.

“It’s very important (to broaden his base) because when I play my album for people in foreign countries, they gravitate to the music like something very familiar to them. I would accredit that to the songs and production to make up the Other Side Of Eljai,” he said.

The album’s lead song, Everything I Do, is produced by his Jah Mix Entertainment company. Released in April, it is a cover of Canadian singer Bryan Adams’ 1991 international hit, (Everything I Do) I Do It for You.

Eljai’s version was not as successful, but “went number one in a few countries and to number one on the World Top 20 Reggae Chart”. It set the pace for the rest of the album.

“The video was posted through 18 Karat Reggae and has generated almost 800,000 views within a few months. According to feedback we are getting it has the potential to become a wordwide hit, and we are in high gear promoting the album with other singles with hit potential,” he said.

Veteran Jamaican musicians Dean Fraser and Carroll McLaughlin, and British hit makers Stingray Records worked on The Other Side of Eljai.

It will be the dreadlocked vocalist’s second time on Africa Meets Reggae. He made his debut last year.

The show features veteran Nigerian reggae acts Victor Essiet and Majek Fashek as well as emerging artistes from Africa.

Eljai’s (born Lloyd McFarlane Jnr) previous albums are I Know and Da Rebirth, both produced by Jamaican Fabian Cooke.

Howard Campbell