Natural Bond Entertainment gets its ‘Redemption’

Jerome Elvie, CEO of Natural Bond Entertainment, says it was his intention to try different sounds which resulted in his label's latest project, the 'Redemption' rhythm, which features Jamaican and African artistes.

"I honestly was trying to bring a new sound, something authentic, but still bring a traditional vibe that the music is known for worldwide. [That is] something that I think we have been losing over the past few years, hence the name 'Redemption'," Elvie said. The rhythm features 12 artistes.

"Each artiste has their own unique sound and delivery that brings another level of interest to this rhythm. You will want to listen to each song in its entirety, even in a dancehall setting. The artistes were very cooperative when we were working on the project. They are also involved in the whole promotional aspect of things. They believe in this, and they know that the success of this project is also dependent on them, not solely, but to a greater extent than most artistes in the industry realise," said Elvie.

Among the singles featured on the rhythm are So Much Hate by Demarco, Numb Up by Macka Diamond, Blood on Your Hands by Ikaya, and More by Rytikal and Cammalla. The project took three months to complete, from recording to shooting music videos.

Natural Bond Entertainment's previous projects include the 'Porus' rhythm, which was a joint production with Sponge Music, as well as the 'Gold Leaf', 'Mentality' and 'Comet' rhythms.