One month after the debut of his latest music video “Rich Wi Fi Rich”, emerging dancehall artiste Iyara is ready to set things off on a larger scale. The video which also features Alliance members Bounty Killa and Movada took centre stage during its debut on the highly rated Entertainment Report, TV J (Jamaica) on Dec 12, 2008. The song speaks on the desired accumulation of wealth that is on the minds and in the dreams of most youths growing up in the inner cities. Yet, the skillfulness of the writer (Iyara) showed the more positive side to acquire such riches. In an energetic display of people lavishing in lots of dollars, Iyara explains “To get rich wi still nah try nothing funny”, stating that theft, underhanded dealings or illegal activities does not have to be the route to success for inner city communities. The production quality of the video doubled with a steady lyrical delivery from Iyara definitely gives the single a cutting edge as a potential hit record.
Born in Portland of a community by the name of belvue in 1984 Eric “Iyara” Sommers moved to Kingston to pursue his music career, he decided he wanted to become an entertainer after listening to his influences Bounty Killer and Sizzla to name a few he realized he also had the talent and with his family and friends constantly encouraging him he decided to make his move and pursue his dream.
Voicing for the first time in the studio of Fusions, new talented producer Dutty Coolie produced the first single entitled “Musical Warfare”, which is a plead for peace in the music business among the artists, the track was recorded on the Fully Tugs Label. A music video has also been in rotation for the single and has been doing fairly well.
He has previously performed at the Edna Manley school of Arts, several local venues as well as a tour in Costa Rica. The exposure paved the way for him to be noticed by Bounty Killer’s nephew Advance, Iyara was officially introduced to Alliances Headliner and was later then officially signed to the entertainment group.
The official signing to the Alliance is undoubtedly one of his greatest achievements to date, but his greatest motivation has been the death of his musical partner and very good friend blue chips who was killed by the police in 2006, it made him realize that life is short and the young talent is wasting no time climbing to higher heights and is determined to reach the top through hard work and dedication.