Media WriterKingston-based music label Nuh Rush Records (distributed by Tuff Gong International) has premiered Queen Ifrica’s “Predator’s Paradise” official video with leading online reggae hub Reggaeville. The brand new visuals are the first from the recently released album The Redemption Project, which also features a diverse list of Jamaican vocalists including Busy Signal, Turbulence feat. Sunny Trad, Lutan Fyah, Tony Curtis, Kananga, Natural Black, Nature Ellis, Gott-Yo, Don G, and Guidance.
Directed by Warrior Films JA, the “Predator’s Paradise” video depicts a disturbingly accurately portrayal of various abuses to vulnerable youth by those in positions of power. Queen Ifrica narrates against the backdrop of painful images, while brandishing a pistol.
“The concept behind the video is a modern way of painting the picture of the strength of predators in our society,” explained Queen Ifrica, who can be seen made up in tribal face paint for her performance clips. Ifrica attributes the significance of the cosmetics to “my Africanness and the fact that we are crying in color.”
An active community leader in Jamaica, with roots firmly planted in the Rastafarian faith, the Montego Bay native explained the meaning behind her contribution to The Redemption Project:
“‘Predators Paradise’ is a staunch look at how reality plays out in our everyday life. The lyrics suggest that there are so many people around the world who carry very dark experiences, while the people who are the ones who have affected them in that way are allowed to move about in society someway somehow so it’s about acknowledging that fact in the realness of sense.”
The Redemption Project is available now at all DSPs and streaming services. Hearkening back to the golden days of reggae, The Redemption Project is built around a Nyabinghi drum riddim — widely considered to be the heartbeat of the reggae genre and the Rastafarian faith — that inspired eleven conscious roots songs for this collection.
Nuh Rush chief Junior Brown added “‘The Redemption Project’ took two years in production and we are excited to finally share it with the masses.”
ABOUT NUH RUSH RECORDS:
Since its launch in 2016, Junior Brown’s Nuh Rush Records, with locations in both South Florida and Kingston, Jamaica, has worked with Grammy Award-winning artists such as Beenie Man, Grammy-nominated artist Busy Signal, as well as Konshens, Turbulence, Lutan Fyah, Queen Ifrica, and many more.
Nuh Rush’s goal is to be a part of the music and sounds that change the dynamic of the industry today by creating and developing new artists. As such, they have signed artists Sherece and Kananga to the label. Sherece released her debut EP Overlooked in April 2020, and Kananga has dropped a number of singles in preparation of his upcoming album, set to release in 2022.
