#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 $2000 that includes drinks, goodies for the clients and will be at Club Eutopia (Upstairs New Kingston Burger King). I want it to remain a surprise, because it’s better that way! A mixtape will be available at innovoent.tumblr.com in the last week of May so our clients get a spot-on preview of what to expect at #TurnUp. We only want the best for the clients, namely the Innovo Club. We know they deserve it.
For the party animal in you comes a mixtape from St. Lucia’s own DJ Levi Chin. Presenting his 2015 version of the “Back Yard Party Mix“, Levi blends EDM, Pop, Hip Hop and more for almost an hour of fun and high energy. You need this to get you through a rough day, a fist pumping night, and even to wake the neighbours. Always a great mix from the “Turn Up Kid“. Check out the mix below and share your thoughts in the comments section.
Dropping a lyric video today are the likes of Major Lazer, Elliphant and Jovi Rockwell. Titled “Too Original” with Art Direction/Motion Design by John Hwang, we are treated to an animation filled with dancing feet with lyrics to the track displayed for you to sing along to. Loving this visual and the animation reminds me that I need to catch the latest episode of the Major Lazer cartoon. Off the upcoming “Peace Is The Mission” album, check out the video below and share your thoughts in the comments section.
Last night, the creative minds at Major Lazer made their Television animation debut last night. During their debut they premiered one of their upcoming singles featuring Pusha T, 2 Chainz, Travi$ Scott and Jamaica’s own Mad Cobra. Titled “Night Riders“, the single showcases each artist dropping some fiery lines over Major Lazer’s unique production that fits as an alternative theme song for their show. Great single to listen to and Mad Cobra’s appearance is really awesome here. What do you think? Off ML’s upcoming “Peace Is The Mission” album, check out the track below and share your thoughts in the comments section.
It’s a Caribbean connection today as Grenada’s Lil Vaughn and Jamaica’s QQ release “Overdose“. Here we see the two artists hanging out with some ladies and spreading the message of partying and enjoying your life to the fullest. Ladies can check out the artists while the fellas can check out the dancing ladies as they bring many styles to the visual. A clean visual with lots to check out and a energetic single with its mix of EDM, Dancehall, and Soca. View it till you overdose by checking it out below and share your thoughts in the comments section.