The only hater of Cynthia Morgan is Cynthia Morgan

Cynthia Morgan.

That name rings like a distant memory, one which floats into our consciousness, and departs with equal speed. It never comes back, except in flashes, and fleeting moments of nostalgia.

That’s what Cynthia Morgan has become right now to the music industry; an artiste who sparked, pushed, but ultimately went to the place where most of her kind go to – gradual obscurity.

Cynthia Morgan’s last outing came in September 2016, when she came through with ‘Bubble Bup’, a collaboration with Stonebwoy. The song is a dope single. With heavy drum kicks and distorted vocal chop, leading the listener deep into the heart of Caribbean traditions and dance circuits. It puffed, was pushed around by the promoters, and the video was cycled through the TV houses.

But it failed to blow.

Her Youtube still stands at just over a paltry 200,000 views, and the song, operated just like I described above, a distant memory. The only place where Morgan does receive love is in her Instagram comment section, where people camp and sing praises and adoration, mixed with an unhealthy dose of sycophancy.

Cynthia in 2017 is trying to come back. She wants to hit the heights that she did with hit singles ‘I’m Taken’, and ‘German Juice’.  Those days are far gone. Those days when she was on every available list, and pushed through the industry like the hottest bread in the bakery. But subsequent releases have slowly diminished her appeal.

Today, on that Instagram, where she gets the last modicum of love online, she took shots at ‘haters’. Spewing fire and brimstone.

"To whom it may concern...if you don't know me, nor have genuine care nor genuine interest in me. Don't mention my name nor make friends with my name. You don't know what I been through. Fuck you.#Mayyourwordschokeyou."

Those are strong words, and betray her truest feelings of paranoia and anger. On the picture that accompanied those words, she screamed “Fuck with my music or get lost”. In other words, if you don’t f*ck with her music get lost.

Wrong move Cynthia.

Many people who have ‘f***ed’ with your music in the past no longer f*ck with it. And this isn’t because they hate you. You just veered too deep away from what they can relate to and made music that is very much from Jamaica.

Trust me, this has been the case for the singer. She is a very talented artiste who can hold her own on any stage. But she is stuck in an industry where relativity is a major plus. People only enjoy what they can relate. But in going too deep into her Jamaican influence, she lost a huge amount of listeners.

Cynthia Morgan’s branding is extreme. She maintains the ‘bad girl’ image gotten from her Jamaican influences. Kingston (the capital of the home of dancehall) is an edgy city that Cynthia expresses as her artistic home.

The dancehall is great, but she is operating in a market that does not appreciate it deeply enough or hold it in high esteem. Let her ask her predecessors, especially General Pype, how acceptance of dancehall dwindles and extinguishes with each passing record. She needs to learn from Patoranking, who constantly pivots his music and sound to great effect.

Nobody hates Cynthia Morgan. She deserves more than she is currently enjoying. But she needs to set herself and her music up in a way where it can be enjoyed, loved and appreciated deeply.

If she fails to do that, then she is her own hater.