Show It by Demarco ft Craig (Voice Mail)

IN the beginning there was a beat, a chorus and a verse, yet producer Demarco felt that there was a missing element from his track to generate what he would consider a ‘hit’.

“The track needed some swag,” says Demarco, and who better for the job than Mr Swag-surfing, Craig from the group Voice Mail, to do the song some justice.

It presents a new and dynamic sound that has transcended the typical dancehall vibe to a more international spectrum. Demarco, for the most part, raps throughout the song, which may come as a surprise to his fans that are accustomed to a more singjay sound from the artiste. It has been dubbed ‘the cross-over song’ to the foreign market for the artiste, listed for his upcoming album to be released soon. His rapping coupled with Craig’s vocals merge to create an indefinite universal anthem for the ladies.

The main idea behind the song is a female acknowledging how sexy she is, and basically celebrating this sex appeal. This is exactly what the director, Jeremy Whittaker of Studio 45, aimed to capture in conceptualising the focus of the video.

Ladies, ladies and more ladies is the main focus of the video. He, however, envisions an international concept and appeal in terms of quality and presentation while localising the video through the input of carnival scenes, Caribbean posters and cameos by local female personalities including Miss Kitty and Mystic.

Also, for the dance aspect of the song, Whittaker takes the video to the Pure/Plush Night Club where dancer Mystic (of Optimystic Dance Company) choreographs a simple yet sexy and seductive dance for the ladies. She describes her choreography as being not just dancehall but with a tinge of hip hop for the international vibe of the song.

Both men definitely turned their swag on for the video, with wardrobe featuring designer Balashawn and make-up by Cathy Stephenson. The video is expected to be released about a month after being edited by the talented Kritik of Kao:Arts. Based on what the TEENage team has seen so far, ‘di video a guh shot!’ This is the right way to start the new year.