Tamo J delves further into Afrobeats - Shares how he keeps his head above water

Numerous dancehall entertainers have experimented with Afrobeats, the launch pad for a new generation of artistes from Nigeria, Ghana, and other English-speaking countries in West Africa. Popcaan, Demarco, Busy Signal, Beenie Man and Tarrus Riley have contributed a song or two to the genre. The unique blend of syncopated dancehall, R&B and Afrobeats has exposed many a Jamaican artiste and producer to the African audience, including fast-rising creative Tamo J.

Tamo J, in a recent interview with The Gleaner, disclosed that the reception from African countries like Ghana, Kenya and Zimbabwe to his music has been overwhelming.

“The African audience is really tuned into Tamo J. I get a lot of comparison to Chronixx from these areas and I know they are excited about the product,” Tamo J said of his growing popularity in Africa.

The fusion recording artiste, whose musical mantra is ‘quality over quantity, only the best will live on forever’, has been featured in several projects, including Appleton Estate’s 2018 Heart of Jamaica reggae album, spearheaded by producer Mikie Bennett of Grafton Studios. The same year, the recording artiste released the music video for his dancehall-infused Afrobeats single, Oh Mama. He returns with another track praising the ‘African bad gyal’, which, incidentally, is also the name of a collaboration with Nigerian star WizKid and R&B/hip-hop hitmaker Chris Brown.

“The song is appropriately titled African Bad Gyal, inspired by the feeling of the rhythm and matched with the lyrics,” Tamo J explained. He believes it can compete with the productions of seasoned Afrobeats megastars like WizKid, Afro B, Davido, Burna Boy and Mr Eazi.

“It’s all about marketing and getting people aware of the new music. When it comes on to the sound and brand that I bring to the table, it is able to compete, without a doubt!” he exclaimed.

Competition

He notes that recording artistes are naturally competitive beings, but he is not one to put on a tough face if he has to work with the competition.

“I will be doing a lot more Afrobeats and international music production, because my sound is of that direction. Tamo J is a ball of musical energy waiting to explode, (so) I definitely see myself established globally, representing Jamaica and the culture to the fullest, at the highest level, in the next five years or less,” he said. “I admire the likes of Nigerian producer and recording artiste Maleek Berry as an all-round creator (like myself) that has a unique style and sound, and I would like to collaborate with him on a project.”

The fusion recording artiste has several vibrant collaborations with veterans, such as Burning Up with Qraig (Voicemail); Get Gal Easy with Singer J; and Feeling Herself with Beenie Man. However, his highest-streaming single to date is his 2019 solo track, Victory. Deliver Me, released only one month ago, is also building its streaming numbers.

“ Deliver Me is really a gospel-reggae track, so many people have been touched and inspired all over the world. I anticipate it will be another one from my catalogue that garners high streams. I realise people appreciated the message in Victory, so I kept the same formula; that is, write from the heart,” he told The Gleaner.

With his focus on producing more Afrobeats-sounding music, he added, “As soon as we are able to function fully again, people can expect a colourful video for African Bad Gyal, full of beautiful African bad women.”

Tamo J, who normally goes for a classic look, standing out on stage in a tailored suit or blazer and jeans, says he is ready to throw it down for his music video.

“I try to keep it natural and playful but still clean and sharp, and maybe persons will witness me let loose with a bit of Afro-dance moves for the music video. One more thing at the top of my list to do as soon as the pandemic is over, which helps with exposing the brand and music, is host another ‘Tamo J Live’ concert. The first was held in December and was well received. The plan is to make it ‘Tamo J and Friends Live’ for the second staging,” he said.