Laa Lee brings back the gimmicks - Artiste looking for crossover success in Eastern Hemisphere

When he recorded Watz On Sale and Jackie Chan two years ago, recording artiste Laa Lee was not expecting the songs to become so popular.

But with the success came a lot of criticisms, he says, "as persons were telling me that the gimmicks would become played out".

The Jones Town-raised entertainer told THE STAR that he was just "having fun" with music and it worked, but that he was also on his way into university and took the advice of his peers into consideration.

"I was told to change the direction of my music - to forget the gimmicks - and write some serious lyrics," said Laa Lee, whose given name is Romario Ricketts.

He continued: "And I did try, but are the songs known? No. Because it didn't feel like Laa Lee."

While the recording artiste focused on his studies in hospitality and tourism management at the University of the West Indies (UWI), Mona, he put out Quack Quack, which was popular on the college circuit.

"Every artiste have them lane; I realise my lane is making people laugh and just have a good time," Laa Lee said. "From we can have fun with the music, it will achieve success, and we see this with Korean artiste Psy with Gangnam Style and other tracks reaching a wide audience. So, I'm back! Me a return with the gimmicks for 2021."

Having taken a leave of absence from school, Laa Lee says he had enough time to reflect on his goals and in his preparation to continue studies at the UWI, he wants to position his brand on the local scene and also cross over into international markets. He also shares that it was financially challenging, but that he hopes to secure virtual show bookings that will go towards tuition and marketing campaigns.

"It might feel longer, but remember, ah jus' likkle over two years me set foot inna Frenz For Real studios and record Cornflakes and Gully Water; March 25 will make three years. That means anything is possible. For this year, the mission is to become more international and crossover to the Eastern Hemisphere in a big way," he said. "I can name many local artistes who use gimmicks in their music and crossover. For 2020, Govana was that artiste who proved gimmicks can work to even discuss serious topics. I have crazier, yet solid lyrics."

Currently trending on YouTube, his track Tip Inna It is the latest single produced by Ireland Records. He feels it will take him to African countries as well as farther east, to Japan and even Australia.

"I voiced it, and it a gwaan good. A dance even came out of it," he said. "A few songs were released last year and my fans can expect 10 times the amount of releases going back to the original Laa Lee. I am not going to lie, I am not really ready for school this January but I am determined to win in all areas."