#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.
A few years in the making and a follow up to his debut, “Lethal“, Rapper The Therapist drops his “9 More Dreams” project. Assisting this conceptual piece is production from King Biggs, JLL, Riptide, Paris Lamont, Heatwave and Miguel James, Therapist considers this his best body of work yet. Trading verses with his Sons Of Liberty brethren The Rush and King Biggs, and Singer Jamila James, you won’t hear the typical raps from this yute. He also adds that this is the soundtrack to his first year spent living on his own. Get your ears ready, no nightmares in this slumber. Check out the album below and share your thoughts in the comments section.
After announcing last week that he’s releasing a full project titled “9 More Dreams“, Sons Of Liberty’s The Therapist released the first single tonight. Titled “Ego” and produced by King Biggs, Therapist speaks on the part ego plays when he’s pursuing and dealing with females. Biggs’ production here reminds me a little of The Neptunes’ own but Therapist handles his own on this and makes it a fun a first single. Expect a visual featuring party patrons dancing in slow mo while The Therapist walks through them and rapping (right?). What do you think? 9 More Dreams drops on February 28. Check out the track below and share your thoughts in the comments section.
If you’re a listener of Jamaican Hip Hop, you might be familiar with the Rapper/Producer and now EntrepreneurJulian Morrison a.k.a. “King Biggs“. Affiliated with the Sons of Liberty collective and Equiknoxx Music, Biggs has made room along with his song writing and production for Innovo Entertainment. I’ve had the chance to chat with him recently about this new venture, his aims for it and future endeavors.
13thStreet: King Biggs, you’re known in the Jamaican Hip Hop circles as a Rapper, Producer and a part of the Sons Of Liberty collective, now you’re dabbling in a new venture. What is Innovo Entertainment?
KB: Innovo Entertainment is a brand that produces interactive entertainment experiences for adventurous and tasteful young Jamaicans. It will produce parties but that won’t be the flagship. New entertainment options such as fitness challenges, entrepreneur expos and events celebrating international culture will give people something else to do other than party. The ethos of Innovo Entertainment is the celebration of the effects of Globalization on 80s and 90s babies in Jamaica. Most of the events involve activities so patrons don’t come and stand still, they’re a part of something unfolding before their eyes.
13thStreet: What made you decide to start this venture? When was the idea brought into existence?
SOL is that gang man! With King Biggs’ “XXII” dropping tonight, the members of Sons Of Liberty got together and created the “2014 Cypher“. Produced by The Defenders and J Chris Beats, each member came with their part to form Voltron on this production that chants, “SOL is that gang man!“. Speaking on how dope they are to what they’re going through outside the booth, this entry requires keen ears. I feel a video will be out for this. Check out the video below and share your thoughts in the comments section.