Danger Zone Music Group and SoBe Entertainment have always been known to do things in style and with flamboyance. And the extravagant event that unfolded on the night of Tuesday, April 7 at the prestigious Cable & Wireless Golf Club was by no means any different.
It was the album launch for their international star, Jah Cure. And they ensured that the world premiere of 'The Universal Cure' - the star's very first album since his release from prison two years ago - would go down in the annals of history as the launch of all launches for an album expected to be one of reggae's greatest.
Renowned decorator/caterer Jacqui Tyson, who has developed a reputation of creating high-class decor for famous events, accentuated the venue with her unique styling, capturing the essence of Jah Cure and Danger Zone/SoBe and the embodiment of reggae and Jamaica...with an international flare.
The perfect decor was complimented by her expert catering, with bars and food gazebos strategically placed throughout the venue, each offering a different international fare. The specialty of the night was, of course, The Universal Cure and Call On Me drink mixes that indeed lived up to their names and were on order all night.
Of course, the world famous Danger Zone sound system, with Jigsy and Penny Bling at the control, made sure to harmonize the perfect ambiance with the sweet strains of music of all genres, reggae leading the charge, of course.
If all that wasn’t enough, then the big screen to dramatise the onstage happenings showed they meant business. Yes, there was a stage set up with all the trimmings of attractive backdrop and a live band.
The tens of media personalities, artistes, celebrities, industry insiders and special guests that came out to support Jah Cure were well entertained and feted as they spent the night mixing, mingling, eating, drinking, laughing and having a fantastic time, while eagerly awaiting the man of the night.
His grand entrance could not be missed at minutes to 9:00 pm. With a beautiful lady on his arm, Jah Cure and the Danger Zone/SoBe entourage of CEO/manager Delmar Drummond, CEO Cecile Barker and their international guests immediately attracted the cameras, heralding their arrival.
After the singer spent half an hour greeting his many guests, Dr. Sonjah Stanley-Niaah, author and lecturer in Cultural Studies at UWI, took the mic and welcomed everyone to an amazing evening.
Jah Cure then made a presentation of the 'The Universal Cure' album to Chevaughn Harris of the National Library, as is customary that all works, written and oral, be recorded in Jamaica's national library.
Dr. Stanley-Niaah then delivered the keynote address. Centering on a paper she did on the topic 'Reflection from the Margin: Jah Cure, Rastafari and the new leadership through stardom', Dr. Stanley-Niaah said Jah Cure was considered one of Reggae's High Priests.
She said while incarcerated, Jah Cure was not a voiceless prisoner, he sang to rehabilitate himself, both for his own benefit and that of his fans.
She said Jah Cure was among greats like Bob Marley, Peter Tosh, Buju Banton, Garnet Silk, Capleton and Luciano who were leaders in the Rastafarian faith using music to spread the message to the world.
"On the occasion of the launch, we gather to celebrate the success and example of one who has continued to transform the world through music...long live the universal cure," Dr. Stanley-Niaah closed.
Continuing their innovativeness, the next segment of the launch took the form of an interview. Musicologist Dennis Howard put Jah Cure under the spotlight live on stage, posing questions that many have been asking, looking at Jah Cure's journey and struggles to his perceived lack of powerful songs as a free man compared to when he was incarcerated.
The singer fielded each question, answering with sincerity as he promised to deliver greater music with each release and thanked Danger Zone and SoBe for believing in him and investing in his career.
Next was the world premiere of the music video of the lead song from the album, 'Call On Me' featuring the talented Phyllisia. The big screen visualised the Rhona Fox directed video as the gathering rocked to the infectious beat and captivating lyrics of one of the biggest reggae love songs for the year.
The half hour of formalities led into showtime at 10:00 pm, as the Antidote band drummed up the right note for Jah Cure and his three back-up singers who gave close to an hour-long performance, delivering practically all the tracks from his fifth full-length album, 'The Universal Cure', executively produced by Delmar Drummond and Cecile Barker.
With unbridled energy and a burning passion, Jah Cure held his audience captive with tracks like ‘Sticky’, ‘Journey’, True Reflections’, Love Is’, ‘Longing For’, ‘Burning & Looting’, closing with the chart climbing ‘Call On Me’ as Phyllisia joined him on stage to cap an unforgettable performance that left his guests wanting more.
The night was still young though, as the liquor and ital juices were still flowing, food was still abundant and Danger Zone sound system pumped up the volume as they took the event to another level.
Indeed, this was a refreshing launch that was more like an entertaining evening with friends, void of too much formalities, just a relaxed atmosphere from 7:00 pm till way past midnight, ‘cause while some were checking out others were checking in.
Celebrities who turned out to celebrate with the young icon included Bounty Killer and his Alliance crew, Tarrus Riley, Dean Fraser, Isaiah Laing, Action, Nico Bam Bam, Desmond Young, Worrel King, Howard McIntosh, Barbara Blake-Hannah, George Golding, Steve Golding, Sly Dunbar, Lutan Fyah, Clyde McKenzie, Clifton ‘Specialist’ Dillon, Chris Martin, Ginjah, Chin, Mr. Mac from House of Hits & MDTV, Andrew & Wadda Blood, Tammy Chin, Wayne Marshall, Noddy Virtue and so many more local and overseas guests.