Jah Prayzah treading on slippery path [Ronika Review]
Jah Prayzah is undoubtedly a marketing genius and on Thursday 19 July his great marketing skills were on show as he launched his latest single Ronika at Genius "Ginimbi" Kadungure's Club Sankayi nightclub. The event was broad-casted live on Trace Tv and the video also premiered on the same international music television channel. It's now an undisputed fact that Jah Prayzah is now an African superstar thanks to his smart and succesful collaborations with other African stars that include Davido, Mafikizolo, Diamond Platinumz among many. It;s arguably his collaboration with Diamond Platinumz on Watora Mari that propelled him to stardom.
Since then his star has grown in leaps and bounds. His quest to grow his continental audience has seen him experimenting with new sounds that would appeal to a wider African audience. This approach has seen him slowly abandoning his traditional sound that had made him Zimbabwe's biggest musician. On Ronika he tries his hand with house music a move likely made to wow South African audience. The resulting product in my opinion is disastrous and doesn't do well to bring out his best attribute, his vocal range. His vocals seem forced and judging by the number of dislikes on his Youtube channel his local fans are not impressed with the effort. Actually at the time of writing the video had 527 dislikes which was a little above the a third of the number of his likes. Delving into comments also shows fans who are not impressed at all with his sound.
While it's commendable that Jah Prayzah wants to grow his brand and audience he must be careful not to alienate to his local audience and loyal fans for whom he he gets his foundation of his regional stardom. Jah Prayzah should learn from Tocky Vibes who is still reeling from fan revolt after he abruptly abandoned his signature Zimdancehall sound for the contemporary one. I would say Jah Prayzah if not careful might be in the process of committing his music suicide.