International Reggae artist Jah Cure is now the latest victim of intellectual property theft. Rickman Warren of Jamplified Records is now fuming after the leaking of the video of Jah Cure’s latest hit for the label “Never Say Never” on Friday of last week.
The video, for the techno version of the song was shot this fall and was being edited when a version popped up on Youtube. The leak spread virally around the net and popped up on sites as far away as Scandinavia. Warren, who produced the track and conceptualized the video says the leaked version was not the final version: “The video was being edited and we don’t know how, but someone got a hold of it and leaked it online. We would not be as upset if it was the final product but what was leaked is a substandard version that is not fully edited.”
Never Say Never in ‘Techno-Color’ was shot in Kingston at Victoria House by video director Asha who is credited with directing Jah Cure’s first video for the song Sticky and recently directed Jah Cure’s Unconditional Love in Havana, Cuba, and You’ll Never Find. The video was shot in front of both a green and black screens and features several scenes which will appeal to techno ravers and dancehall fans alike.
The video which required a significant amount of post production in order to capture a pure European techno feel also captures some of the more exciting aspects of Kingston’s nightlife and is a significant departure from what Jah Cure and reggae fans are accustomed to. At the time of shoot this fall, Warren revealed the logic of shooting a techno version of the song: “Instead of being traditional and doing a video for the reggae version of the song we chose to do a video for the techno version. We wanted to reach new listeners who don’t normally listen to Reggae and might have otherwise never heard of Jah Cure or Jamplified Records. We believe with the final product we will achieve that aim.”
Initial reviews by fans and industry insiders of what has been leaked have been positive, despite the fact that the leaked version is not of the quality that the final version will be. Video Director Asha says the final product will be a fresh and exciting experience for the fans: “Editing this video has taken a while due to the significant amount of post production that was necessary to make it a world class video. I am happy with what we have done and if as a blessing in disguise the leak has given us a chance to gauge the response of the fans and it has been positive”.