(Clockwise from left) Naomi Cowan, Idris Elba, Toddla T, and Trinidadian veteran General Levy. (Photo: Rob Nicholson)

Jamaican singer/songwriter Naomi Cowan was recruited for the track We Run The Area by British actor and disc jock Idris Elba, and his DJ colleague Toddla T.

The June 5 release also features English deejay of Trinidadian descent, General Levy.

It has been released via Elba and Toddla T's labels 7Wallace and Bell Brothers, respectively.

An accompanying visual, featuring all four artistes, shot in both Jamaica and London was all filmed and edited by directors Notty Cuts, Desmond Dakura, and Abo Raj — mostly via an iPhone 14 — reflecting the do-it-yourself collaborative nature of the four creatives.

According to an official release, Toddla T said that the track represented a peak in his career.

Naomi Cowan (Photo: Rob Nicholson)

"This is the posse cut I never knew I needed," he was quoted as saying.

Elba shared similar sentiments simply declaring, "Big up all junglist massive! Literally."

Cowan launched her recording career in 2015 with the songs Naked and Prepare (Ye The Way).

In 2017, she covered Things You Say You Love, the original being a big hit in 1967 for The Jamaicans, a rocksteady group, in which her father, Tommy Cowan, was a member. Her hit single Paradise Plum (2018) formed part of the 2019 Reggae Gold Album.

Meanwhile, producer DJ Toddla T is one of the most pivotal music industry tastemakers in the UK. A linchpin of industry collaboration, the producer has released tracks with a roll call of names that includes the likes of Skepta, Avelino, CASISDEAD, Stefflon Don, Roots Manuva, Skream, Andrea Martin, Craig David, and more. From his legendary soundsystem at Notting Hill Carnival to over a decade at the helm of shows for BBC Radio 1 and 1Xtra, the label-head continues to work with the most exciting emerging names in the global scene.

Actor and long-time DJ-turned-label head Idris Elba founded 7Wallace in 2015 to break boundaries in hip hop and dance music. The label has released a slew of cuts with the likes of Idris Elba, Che Lingo, Little Simz, Q-Tip, Chip, Kah-Lo, and Kojey Radical.

BY KEDIESHA PERRY Observer writer entertainment@jamaicaobserver.com

Now you can read the Jamaica Observer ePaper anytime, anywhere. The Jamaica Observer ePaper is available to you at home or at work, and is the same edition as the printed copy available at https://bit.ly/epaper-login


  1. We welcome reader comments on the top stories of the day. Some comments may be republished on the website or in the newspaper; email addresses will not be published.
  2. Please understand that comments are moderated and it is not always possible to publish all that have been submitted. We will, however, try to publish comments that are representative of all received.
  3. We ask that comments are civil and free of libellous or hateful material. Also please stick to the topic under discussion.
  4. Please do not write in block capitals since this makes your comment hard to read.
  5. Please don't use the comments to advertise. However, our advertising department can be more than accommodating if emailed: advertising@jamaicaobserver.com.
  6. If readers wish to report offensive comments, suggest a correction or share a story then please email: community@jamaicaobserver.com.
  7. Lastly, read our Terms and Conditions and Privacy Policy

Which long-term investment option is more attractive to you at the moment?