#TurnUp was inspired by the genuine admiration of Trap music by my peers and generation at large. Innovo is focused on celebrating the evolution of Jamaican culture, which is heavily driven by globalization. My generation grew up on MTV and BET so it’s no mystery why our tastes are similar to those in the United States, especially those in the middle to upper class socioeconomic category. I was at an event last December and it had about 90% patronage between the ages of 20 – 40. When the DJ started to play trap music, the entire venue erupted into a choir. I asked one of the young ladies singing the songs word for word if she would go to a trap music event. She sharply said while shaking her head, “That can’t happen! The only genre niches in Jamaica are soca, dancehall and reggae! “That will NOT work.”
That motivated me to create a new environment and to be the leader of that community. It’s evident that the organic market demand is there, but the vision to meet that demand in a spectacular way isn’t present. Innovo means “Innovate” in latin so instead of being dismayed I knew this response meant it was time to strike. I have seen this happen a few more times at Ribbiz during Kamal Bankay sets. Just look around, almost every time you hear someone under 25 singing, humming or playing a song from their phone, it’s trap music. I don’t believe in following blindly in order to meet the status quo, because anybody who ever made history did the opposite.
#TurnUp will focus on the hip hop arm of Trap and also the EDM arm of Trap with dancehall remixes to tie it in. #TurnUp features the talents of Fatalic Sounds whose trap segments could lift an elephant (Soundcloud.com/fatalicsounds) , Acmatic whose EDM sets carry you on a trip to space (soundcloud.com/acmatic) and DJ Stamma (Soundcloud.com/djstamma) who has the element of surprise at hand. #TurnUp is an entertainment package for $2000 that includes drinks, goodies for the clients and will be at Club Eutopia (Upstairs New Kingston Burger King). I want it to remain a surprise, because it’s better that way! A mixtape will be available at innovoent.tumblr.com in the last week of May so our clients get a spot-on preview of what to expect at #TurnUp. We only want the best for the clients, namely the Innovo Club. We know they deserve it.
Free the herbs! Today’s new video comes from Acmatic and they’re all about Jane. Titled “Free Jane” and features Singer Mortimer and King Lopo with the verses, they are advocating for the legalization of Marijuana, speak on the possibilities of its use and how it can change lives financially. In the video, Marijuana is personified at times wearing chains and embracing Lopo while he raps. A great effort here as the song has been previewed for months and seeing that the legalization of Marijuana in Jamaica may see the light of day, this is a proper song to get the people listening. Whether you smoke it, drink it, wear it, or even like drawing it, check out the video below and share your thoughts in the comments section.
Pay Attention is a bi-monthly Hip Hop concert series that is held in Kingston Jamaica that promotes the Jamaican Hip Hop culture. This event featured many well known acts including Five Steez, Sly Rankin, Kabaka Pyramid and Acmatic. In efforts for upcoming or established acts to be a part of the movement there are certain guidelines that need to be met. Below and is a release that highlights all the requirements from a potential performer for the next and future Pay Attention events and activities including a cypher session and mixtape. Check out the release below and share your thoughts in the comments section.
Dropping new music today is Jamaica’s Acmatic. Titled “Bottom Of The Bank” and produced by PlateFace and backup vocals from Sevana, we hear lyrics about dealing with expenses, sending family members to a psych ward, frustrations and washing away sorrows with alcohol. Many people in Jamaica are going through a few things especially when it comes to the cost of living. With new taxes, higher prices on even basic necessities and no increase in salary, many can’t handle it and take to the bottle to temporarily relieve that stress. Check out the track below and share your thoughts in the comments section.
Getting you ready for the Carnival season is Acmatic with something new! Titled “Backdrop“, we get a little story from King Lopo about meeting a girl at the Road March and proceeding to dance with her. Later down the ladies are then instructed to make the song their own and let their booty “Backdrop“. Great effort from the crew as this sounds ready for all the Road Marches and Soca related events. Play this with their earlier single, “Make Her Jump“. Always a good listen from Acmatic, make it your song. Check out the song below and share your thoughts in the comments section.