It’s ‘Time to Shine’ Laden reminds Jamaicans
Deejay gears up for blazing Reggae Sumfest Street Dance performance
Published:Sunday | July 14, 2024 | 12:06 AM
Dancehall artiste Laden has a lot to be grateful for. Residing in the community of Junction, St Elizabeth, the artiste has witnessed first-hand the perils of Hurricane Beryl, and is eager to celebrate the passing of another major storm in his path.
Laden’s determination and community spirit have shone in the aftermath. Reflecting on the recent disaster, he shared, “My area has been devastated by the hurricane, as everyone would have read in the local newspapers, seen on social media or heard on radio but recovery is a must. We are Jamaican, a strong nation. Many of us were born never seeing cars or living in a real home but we are taught that once we have life, we can rebuild.”
He added, “Thankfully, I’m not hearing about too many deaths on our island, considering how it has affected others areas it has crossed. For this I’m very grateful. The hurricane hit us hard, but we are stronger than ever. This experience has only fuelled my passion for music and brought me closer to my fans and neighbours.”
Despite the challenges, the I’m Sorry deejay and songwriter emphasises the community’s strength and the importance of moving forward together. The biggest hurdle will be navigating day-to-day without electricity, he said, “St Elizabeth people are out here using our cars to charge our phones and other devices and there are a few residents, family and friends, who have access to solar power, sharing with their neighbours so we all can stay connected.”
Against all odds
Laden, born O’Keefe Aarons, was wrapping up the production of his album titled Against All Odds, prior to the hurricane, but it has been put on pause until things get back to a level of normalcy.
“This is actually going to be my first album ever. I was hoping to have it ready by July 28 but I’m thinking of waiting until after the hurricane season to have the launch,” he said. “From the title of my album, persons can already tell that it is about weathering storms and just positivity. It’s a good, solid body of work coming to dancehall fans and I would rather wait for the right time because nothing is wrong with a little step back for what I see as a major step forward.”
The 13-track album promises an uplifting experience for dancehall fans. It includes one collaboration, with up-and-coming recording artiste Tadre, and is produced by Lenoi Bentley, both of whom also hail from St Elizabeth. Bentley is credited as a producer on Masicka’s Billboard-charting 438 album.
Laden shared, “ Against All Odds is coming together and I’m determined to make it happen. I know there are people in the industry I could work with but I didn’t go seeking out every big name producer. I reached out to Lenoi, because it was personal and he is committed to producing quality and yes, also because he’s a rising talent from my parish.”
The album is a reflection of the journey, the struggles, and the triumphs of the artiste. “I stepped out of my comfort zone to create music in a different, more mature way with no derogatory lyrics. I need everyone’s support for this album [so] I’m asking for it from now,” he said, while indicating that he would love for a brand like Magnum Tonic Wine, known for championing dancehall, to be a part of his album launch.
Laden is also gearing up for a headline performance at the Magnum-powered Reggae Sumfest Street Dance. This event, a staple on the Reggae Sumfest calendar, is anticipated to be an invigorating night of music and dance. Laden’s performance is expected to be a highlight, with fans eagerly awaiting his return to the stage.
“Performing at Reggae Sumfest is a special experience,” Laden said, noting that his last appearance was on the main stage in 2011, two years after his breakout single, Time To Shine, produced by Stephen ‘Di Genius’ McGregor was released. He understands the significance of delivering an energetic and authentic performance. He also highlighted the importance in dancehall events generating income and providing opportunities for local youth.
“Anyone going on that stage for the first time just needs to be them self and have a good time with their delivery. When you’re performing your music the patrons need to believe the message, so that means they have to see and feel your energy. That is it with Time To Shine, which remains my favourite track to perform at any event, on any stage. This time around I’ll be at the street dance. It’s a culture that has evolved so many times but I’ve mastered taking control of this audience with my catalogue of music. Street Dance culture is necessary, once the place is safe, the roads not being blocked and the music not disturbing grandma, we should all be able to party as adults and make it work - make it work for the future of dancehall and the youth dem weh a come up. Jamaicans, it’s time for all of us to shine,” Laden said.
Reggae Sumfest kicks off today with the Sumfest Family FunDay. Following the family fun day is the Street Dance, which takes place on Monday. On Tuesday, Reggae Sumfest’s All White event, powered by Appleton Estate, takes over Pier 1. The excitement picks up again on Wednesday, July 17, with the Global Sound Clash. This event brings together sound systems from around the world to compete in a battle of music and performance. It’s a showcase of disc jockey talent and a testament to the global influence of Jamaican music. The pre-events culminate on Thursday with the new Rumfest Blitz event. This event is a merger of Appleton Jamaica Rum Festival and Blitz.
Reggae Sumfest Night 1 and 2 are set for Friday and Saturday night. This year’s line-up includes performances by Babyface, Beres Hammond, Luciano, Anthony B, D’Yani, Ras I, Norris Boy, Nigy Boy, Sevana, Christopher Ellis, Capleton, Aidonia, Dexta Daps, Valiant, YG Marley, Teejay, Jada Kingdom, 450, Kraff, Pablo YG, Turbulence, Munga Honorable, Marcy Chin, Kaka High Flames, Malie Donn and J’Quan.