F$^*) You, Pay Me! (Part 3) Shifta Interview

Below is one of the hardest interviews I've ever had to do. Why? The interviewee was constantly stuffing his face, smacking his lips,talking creole and answering his cell phone. "Shifta, the girl dem Mr." eh? Doubt it! I think your music leaves much to be desired-honestly the lyrics and production quality is real low. Stick to reaping the benefits of living in Florida and go open a Golden Krust franchise.

NB.- His career must be going south as his posse's website has been suspended.

Shifta- “changing gears with the times”

Shifta, “The girl dem Mista”, born and hardened in Jamrock, exported to U.S.A to reap the benefits of a ’higher’ minimum wage, Uncle Sam’s education, strengthen his D.J craft and to round up better looking groupies on the get go.

Who is Shifta you ask? Shifta, a part of the budding group “Fras Krew” in his own right has come of age and of his own standing. Like most artists who start out in the group crutch, Shifta was the one who “got out” first and started doing his own thing.

Now that he’s gained his own mass following, has his Toppa Top Super Producer dad as his backitive and his promotions company doing big things both in Florida and the “876” (Jamaica), Shifta has enough clout behind his name to be rejecting big name recording houses like Def Jam and Jay Records, when they approach him with deals.

He’s had major success and air play time with his singles, “Ganja Shop” and “Nuff Gyal” which are testosterone packed party melodies, based of what he says are analogies to his life experiences and struggles to his place in stardom.

After being exported by his parents to MIA in 1993, from the ‘less than fortunate’ upper class area of Jacks Hills, Kingston Jamaica, Tamrat “Shifta” Mason began his journey towards his musical career by joining a DJ squad dubbed as “Wickidness International”, being recruited as a sound selector, carrying sound boxes, doing his rounds for various parties in the surrounding area and fine tuning his craft. The music industry and culture were something he's always been exposed to from his years as a teen; his dad in the early 1990’s was a well known and respected Jamaican producer that made extremely popular hits for the likes of “General Degree”, “Lady Saw” and ”Buccaneer” .

Shifta’s style of recording is extremely distinctive-Dancehall influenced with American Hip Hop terminology slapped in a couple of times on the track to give it that extra raw boundary; on stage performances filled with unrelenting vigor and unique style. The approach to marketing his career and music are the way of the hustling underdog that could: mixed CD’s and straight up Guerrilla marketing; he is determined to make it on his own first before accepting any lucrative deals.

Being heavily into Reggateon and Reggae music, he’s in the progress of doing collaborations with popular artists like “Pit Bull”, “Rhianna”, “Tami Chin”, “Turbulence” and “Gyptian” and has worked with Jamaican producers such as, “Jazzy T”,”DJ Karim”, “Supa Hype”, “Danny Champagne”, and “Stephen McGregor”.

“I recognized that being in the music game, the only way to stay fresh and on the tip of everyone’s tongue is to keep your game tight; always re-inventing yourself, doing new collaborations and maintaining an appealing image to the public.”

In working with the modern, popular and damn smart trend of being in the music business, Shifta has also taken to the smart move of marketing...everything. Six months ago he started a Record Label and he’s had a lucrative family operated business for the past three years- “Timeless Promotions/Entertainment”, which does a mix of money making ventures including promoting chic all-inclusive parties and the infamous cliched venture – the clothing line. I asked him if he was thinking about doing a deal with Reebok for a infamous rap artist inspired “White on white” sneaker- it’s not something he’s thought about yet, but it’s something he would definitely look into.

As always there is the malleable side of all hardcore artists. Money, respect and bitches can only last for so long and get you so much coochie, so Shifta has affiliated himself with what I like to refer to as the “The Social Cause”. Acquiring those now popular/annoying/over sized arm rubber bands (made popular by Mr. One Testicle- Lance Armstrong) with their respective causes branded on. Shifta and his posse sold a whopping 50,000 pieces and contributed to the proceeds to the A.I.D.S foundation.

He also ‘donated’ during the period of March-May 2005, five thousand copies of his mixed CD to less fortunate individuals in the New York and Miami area-whether this latter “Social Cause” initiative was another smart guerrilla marketing strategy or a genuine ‘relief’ effort is yet to be determined. However, I'm sure the bums he handed them out to are still figuring out how to rip the plastic of the CD cases.

Shifta is determined and relentless; he’s doing big things at such an early age of 22. Look out and recognize the smashing sound of this artist on the airwaves, stages and in some hot groupies CD player, his lyrics and flow will surely captivate and shift you’re your attention towards him.

Holla,

Jim Screechy