For anyone who’ll ask me these days, I’ll always tell you who I’m listening to at the moment and, if you care to dig even further I’ll even tell you which labels I have my eyes and ears on at the moment. The current landscape of Reggae music being what it is, not only am I noticing a really large amount of young talented vocal acts but quite a few very strong young/up and coming producers and labels also and maybe just as prevalent as the artists and all across the world also. It really seems to be getting to the point where, like you had in past eras, you’ll see quite a few REALLY big and dominant labels and then a steady flow of contenders and occasionally some of those ‘contenders’ will, through various means, become one of the top dogs on the scene. Currently, you’re seeing that on both the Dancehall side and within the Roots landscape. Of course, you’ll be familiar with the Big Ships and the Don Corleons of the world who dominate, not only in terms of output (where things are FULLY more debatable) but also in terms of public perception. YOU, fan of Reggae music of the modern era now know names Stephen McGregor and Donovan Bennett just as those from years back would have known Dave & Tony Kelly and, beyond that, names like Lloyd James (King Jammy), Donovan Germain (Penthouse) and others would have resonated (as they continue to do) with Reggae and, in particular, Dancehall heads, the world over. On the Roots side (which is why we’re here today) spaces previously ‘rented’ by the likes of Phillip ‘Fatis’ Burrell, Richard ‘Bello’ Bell and others, as heads of Xterminator, Star Trail etc. are also being occupied by largely new faces. The best young producer of Roots Reggae music in the entire world, in my opinion, is DEFINITELY Kemar ‘Flava’ McGregor (I believe it is a prerequisite of ALL producers, even the one in this case, to have a very well publicized nickname, that’s very important) of No Doubt Records would be the leader of the pack and you also have some very nice labels who specialize in high order and high class Roots Reggae like the very active Tad’s (who seem to push out albums for any and everything these days), one of my favourites DasVibes who tend to have a very international focus in their operations (seem to love Australia these days) along with imprints like the aforementioned Don Corleon, Arif ‘Supa’ Cooper’s Fresh Ear Productions, of course Shane Brown from JukeBoxx and Danger Zone who make OUTSTANDING Roots Reggae as part of their general output, combined with keeping their hands in the Dancehall also. And that’s only in Jamaica, not to mention the likes of Lustre Kings, Zion High, Irie Vibrations, Sound V.I.Zion, Studio 53 and DOZENS UPON DOZENS of others all across the world who are successfully making His Majesty’s music at the highest possible level for the masses.
All of these labels, without exception of course, have very interesting background stories. Be it the actual producers serving apprenticeships with other labels (I.e. both Dave & Tony Kelly (AND Stephen ‘Lenky’ Marsden) at Penthouse or the ridiculous lineage of producers who have come from King Jammy’s camp) or how they came into power and with whom (like Corleon with Vybz Kartel or Star Trail with Anthony B), they all, just like the artists, have very colourful histories. One of the most Crayola-ish would be the label in question at this time House Of Hits. HOH is very interesting on several scales, not the least of which is (the cool ass lounge area in their studio) the fact that they are less of a label than an ‘entertainment group’. Much like someone like Danger Zone, House Of Hits focuses on pretty much EVERYTHING, from music to television to business to management to whatever you might need in terms of media and media relations. However, musically speaking (the subject of the day), the label, ran by one Steble McDermott, to my knowledge has existed for quite awhile but not exactly as House Of Hits which made it all the more interesting when I connected the dots and did so on a somewhat personal level. You see, Mr. McDermott once (and still does) headed a label by the name of Mac D Records which is FAR MORE familiar and that label, basically, has been inhaled and become a dimension of the House Of Hits. Why should you know Mac D Records? It was the label which introduced BOTH the MASSIVE No Peace In Spanish Town and, later, the BRILLIANT St. Jago De La Vega, two of the biggest tunes and biggest commercial hits from lyrical genius Lutan Fyah (and you even might recall the logo on the House Of Hits label building being featured prominently in the video for St. Jago De La Vega). So, should you see the name, it may not be as new as it may seem but definitely up and coming still. All of that, combined with a hit already under its credits and an overall WICKED artist selection made the Sweetness riddim, to my knowledge the label’s first official release on this level (speaking of House Of Hits, not just Mac D, who I believe released albums in their history which stretches back to the early 1990’s) and through Zojak no less, a bit of a ’must get’ for me personally. It would definitely make sense that the Spanish Town based label would link with the MADDEST artist from out of Spanish Town (Fyah) and Lutan Fyah has been on many of their releases and the Sweetness is no different but with him he IMPRESSIVELY brings (not that he is to be credited, of course that goes to McDermott and one Elvis Grant, the musical mind behind House Of Hits) a very nice lineup of artists to voice the Sweetness. Not to be at all confused with McGregor’s and No Doubt’s Sweet Riddim from earlier in the year, the Sweetness is (like the Sweet actually) one BEAUTIFUL creation boasting a downright SUCCULENT one-drop which sounds kind of easy to ride and you probably couldn’t tell if it wasn’t, given the experience levels of many of the artists who voice it. Also to be taken account, perhaps, is the experience levels of the Sweetness’ creators which is probably a good reason why this one ends up being so very well done and one of the finest riddims and riddim albums that I’ve heard in 2009 so far.
The aforementioned NICE artist selection for the Sweetness riddim album combines some very well known veterans and current stars with a few (three in particular) up and comers who are definitely worth keeping an eye and an ear out for in the future, ESPECIALLY if House Of Hits had their druthers. NOT AT ALL trying to be inconspicuous is House Of Hits as McDermott and company open the album for their lovely Sweetness riddim with two consecutive tunes from two of the three official HOH artists on the riddim. The first is probably the most interesting and, in my opinion, the one with the most potential, Marley (Campbell). There has been such a nice buzz surrounding young Marley for several reasons, one of which being that the St. Catherine native sounds A LOT like big man Sizzla Kalonji (odd ass wailing and all) and in a good way. The first time I heard his selection here, the SPARKLING lovers tune Giving You My Love, I thought it was Sizzla sounding VERY GOOD (in terms of tone) and while Marley definitely has a ways to go in terms of getting to that level, what I’ve heard thus far has all been very impressive, Giving You My Love is no exception. Next in is another HOH official artist (and another interesting one), the curiously named Stream who, although not as sonically interesting as her label mate Marley, outdoes him on the riddim with her very nicely vibed Fuss Nor Fight. Speaking of ‘sounds like’ the very first note you hear Stream catch on the tune sounds A LOT like Etana but Stream is definitely her own artist, however, in that same young Roots songstress type of role. Her vocals are very impressive and apparently her history’s (like her labels) is a bit fatter than it seems as I’ve heard quite a few tunes from her with Fuss Nor Fight being one of the more impressive. And speaking of impressive (duh) competing the opening stretch of tunes on the Sweetness Riddim album is THE most impressive tune on the riddim altogether, Lady G’s compelling and just INTELLIGENT Ghetto Vibes. The tune recently headed her own album, G Rated (also on Zojak) and was the aforementioned HIT on the riddim as the veteran went OFF about the niceness and advantages of Ghetto Life. BIG BIG TUNE.
As I said, with the way this one is vibed it kind of sets itself up to be used very well (which is a very good quality for a Roots riddim to have) which is definitely a reason why there are so many nice efforts here. One of the nicest is one which interests House Of Hits greatly, I’m sure, as HOH artist Emmanuel Stain delivers the WONDERFUL Oh My Jah. Unlike his two label mates, Stain isn’t quite a newbie, he’s been around for awhile to my knowledge so what he does on Oh My Jah is befitting of someone of his skills, as the big voiced chanter pushes a message to not forget to give thanks to His Majesty. Indeed. Then the BIG names start to roll in. It wouldn’t be HOH if Lutan Fyah wasn’t here and he is and in FINE form with the complexly vibed This Little Voice. The tunes is LOVELY, seriously. Of course the lyrics are on point and very inspirational as he crawls all over the Sweetness but the song also sounds nice. The melodies and the nice usage of backing singers really make this one a highlight and one of the tunes here which really gives Lady G a run for the riddim’s best in full. MIKEY GENERAL checks in (he also voiced for Mac D) with the forlorn lovers piece, Anybody Know, which grew on me pretty quickly as the General sounds EXCELLENT. And, not that they come in pairs but superstar and Mikey General good friend Luciano comes right in next with his OUTSTANDING and inspirational tune, For You. This song literally starts shining STRAIGHT AWAY. It is vintage Luciano and one of the Sweetness’ finest tunes a downright privilege it is to be able to hear that song serious! It doesn’t stop there either, Fantan Mojah, never one known for his literal love songs also goes that route and does quite well on Take You Out and the STRUGGLING Perfect even comes through in fine fashion on the sublime Ghetto Youth Want Meal (which should really be called Push On as he only says anything resembling the title at the intro and nevermore by my count), which is probably one of the best written tune’s he’s had in a couple of years actually. Its interesting that the latter portion of the Sweetness Riddim album is full of veterans, for the most part but those of a step down, in terms of popularity, from the previously mentioned vets. The fact that they might not be as popular doesn’t mean that they aren’t skilled and I was SO happy to see a few of them. Ras Charmer would be one of them, who strikes in nicely with his lovers tune, I Am In Love With You; Prophecy does he same (even better) with his Fight Di Fight which, in my opinion, is amongst the class of the Sweetness. Prophecy is an artist who always ‘threatens’ to have that BIG breakout and whether or not it comes, to me he’s quietly proving himself one of the most skilled chanters in the game, in the mean time and Fight Di Fight is a nice example of exactly why. Definitely my favourite of the last few names is Chrisinti who comes through with Must Be Dreaming. The tune finds the Kingston native in shock and disbelief when he awakes to find his special (not too special apparently) lady has left him. It’s kind of an interesting story but, as is usually the case with Chrisinti, the joy is just the voice, Man! Gary Minott also delivers nice with his tune Paid My Dues (and he has), a tune which you’ll have to spin a few times to REALLY get, it’s a big song, as is Father Love from No Doubt artist Nesbeth of Board House fame. His tune is rare, as it is one of just a handful or so that I’ve notice which gives big respect and over standing to the fathers who at least give a damn and TRY but fall into other things in spite of their best intentions. Definitely a VERY interesting and STRONG tune from an up and comer slowly but surely proving his mettle as a big time writer. And closing shop on the Sweetness riddim album is the oldest young man in the world, veteran singer Tony Curtis who gives us I Try. I am, by no means, a fan of Curtis’ but I Try is SERIOUS! So many times I think people look at things like ‘win or lose’ but such a song like I Try gives the masses credit for EFFORT! I think that’s a very important message and definitely one of the strongest on the riddim and one which lays the foundation for the excellent finale.
Overall, if you ever see me writing reviews for No Doubt riddims and you pick them up and you actually like what you hear, then the Sweetness is for you and because No Doubt is ALWAYS on point, that simply means that if you are slightly more than a casual fan of modern Reggae, you’ll enjoy this one. Hell, even if you aren’t, maybe the Sweetness is your time to start to take more of an active interest. I really like this one all around and I’m particularly pleased with the artist selection as they all, even the couple I didn’t mention, give a nice vibes to the riddim and the project in full. What you have here is another nice label to throw near the head of the class as House Of Hits continues to prove its worth with the Sweetness, one of the best riddims of 2009. Period.
Rated 4.10/5 stars
House Of Hits/Zojak Worldwide
2009
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