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Pulse Album Review ‘The Industry’ - DJ Jimmy JATT

DJ Jimmy JATT's Second Compilation Album ‘The Industry’ Is A Generational Classic Playground.

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Artiste – DJ Jimmy JATT
Album – The Industry
Running Time – 96 minutes

Features – Olisa Adibua, Modenine, Toolz, Do2Dtun, Modenine, Manifest, Navio, Femi Kuti, Spellz, Traffik, Dammy Krane , Banky W, Phyno, Eva, Aina More, Zania, Eedris Abdilkareem, V-Tek, SDC, Black Magic, Reminisce, Sossick, Sarz, Ruggedman, Eedris Abdulkareem, M.I, Waje, Seyi Shay, Zamir, General Pype, D’Banj, D’Prince, Olamide, Reekado Banks, Skales, Kamar, Morell,Kcee, Harrysong,Terry G, BOJ, L.A.X, Sean Tizzle, Lil Kesh, Viktor, Olamide, Miss Jaie, Falz, Ajebutter22, Yung GreyC, 2Face, Sound Sultan, Niyola, Nikki Laoye, Ice Prince, Yung L, Endia, J Milla, Iyanya, 4×4, Ice Prince, Iceberg Slim, Vector, Tenim, Kay Switch, Igho, Orezi, Sinzu, Muna .

Growing up in the streets of Port Harcourt, young and impressionable, I wanted to be with the stars. Everything about them was pretty alluring, and positive. The talk, the walk, the parties, the fame, and the women (most especially the women) drew me in. But my parents would hear none of that. They wanted me to take up a more 'meaningful pursuit’, that phrase being the term for everything that isn't entertainment.

A quarter of a century ago, DJ Jimmy JATT took on that 'less meaningful pursuit', of being the life of parties. He pioneered it as an art, gave deeper a meaning to it, made it look 'cool', and led the way for Nigerians to accept disc jockeying as a legitimate, rewarding, and fulfilling career.

25 years, myriad awards, and two albums later, he sits at the pinnacle of Nigerian music as a living legend.

DJ Jimmy JATT's new album, 'The Industry', is symbolic and a near-perfect reflection of the current Nigerian music terrain. With 66 artistes creatively crammed into a 26-track delight, the album takes the listener through contemporary sounds which span a wide array of genres and infusions. With two generations of artistes subtly battling through, the older pack still showing experience for art and the younger ones showing so much energy, Jimmy JATT executes the best A&R skills we’ve witnessed in the past few years.

You’d get goose bumps by just listening to the intro – supplied by OAPs, veteran Olisa Adibua, Toolz, Do2dtun and a mind-grappling verse from another legend Modenine.

Jimmy has spent 25 years in the industry and basically witnessed a truckload of artistes (and also music genres) …on this album, he gives ample opportunity and direction for different sounds to be heard. As a traditional Hip-Hop lover, JATT starts off his new album with a Hip-HOP urban sound before drifting into Dancehall and finally settling into contemporary Nigerian music.

On the Hip hop front, Jimmy assembles an M.anifest, Navio, Modenine and Femi Kuti to score his first African Hip-Hop collaboration. Phyno found a way to make his talent sound ordinary when compared to the fledging 'rapper', Banky W, on 'E To Beh'. And Reminisce makes up for Sarz’s incoherent rapping skills on ‘Eeba’.

Dancehall is still in and Seyi Shay plays the perfect foil for General Pype and King Zamir in 'Live It Up'. Kcee and Harrysong made Highlife proud on ‘Marry Me’. Their Five Star marriage of talent will never birth an unhappy song. Skales, Morell and Kamar score a brilliant one on the lovey-dovey ‘Faridah’.

It’s a brilliant compilation album but it does have its lows – the first is D’banj solo effort ‘Gifted’ where Banga Lee basically lifts his lyrics from his ‘2004’ single ‘Tongolo’. A horrible attempt. It continues with another solo effort - Sean Tizzle on ‘Buggatti’. The song energy is marred by the fact that the song was delivered on the singer’s ‘Mama eh’-esque instrumental.

The album quickly picks up with the energetic ‘Lori standing’ featuring a ubiquitous verse from Olamide, a Wizkid-ish delivery from Reekado Banks and D’Prince who totally dominates the song. Olamide and his YBNL fam – Lil Kesh and Viktor show the most cohesion throughout the album with ‘Dan ya mo’. It continues with another good number ‘Hear say’ featuring Falz, Ajebutter 22 and Ms Jaie. Yet another one is ‘Victory song’ featuring Ice Prince and GRIP Boiz.

For vintage sounds, be sure to skip to 'Glasses Up', with 2Face Idibia, Sound Sultan, Burna Boy and Yung GreyC. When released as a single, the song seemed to have propelled the legendary DJ to have enough confidence to release the album after a series of failed attempts.

Despite its message ‘Thank you’ featuring Niyola and Nikki Laoye is utterly boring, not because the song wasn’t delivered properly but because it basically has no place on an LP laced with potent Party Pop/urban tunes. Another song that fails to deliver is ‘Cool as Ice’ featuring Ice Prince and Iceberg Slim.

The album owes much of its brilliance to the A&R execution. DJ Jimmy JATT opened up his playing field, and called on the best in 'The Industry', to come play.

And play they did, for DJ Jimmy Jatt: The legend of 25 active years.

RATING – 4/5

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