MUSIC-JAMAICA: Maxi Priest Ties Again

By IPS Correspondents Reprint | | Print |

Howard Campbell

KINGSTON, Jul 28 1998 (IPS) - Five years ago reggae singer Maxi Priest was on top of the world. The British-born vocalist had racked up an impressive list of hit singles and three successive gold albums and seemed destined to achieve the role of superstar – vacant since the death of Bob Marley in 1981.

But his last two studio albums failed to live up to expectations and forced the diminutive Priest back to the drawing board to re-chart a career that had promised so much.

Priest, 38, was in Jamaica recently working on a new album which again will be released by Virgin Records, the company with whom he signed in 1985 when he made his first impact on the British charts. The yet-to-be-named album will be released this month in Japan with its U.S. debut scheduled for September.

“We just want to reach as many more people as we can with this album,” said the stocky Priest. “I’m really proud of this album because I worked with some great people.”

Renowned producers Sly Dunbar and longtime partner Robbie Shakespeare are among the various producers who worked on Priest’s latest set. Rhythm and blues star Tony Rich also had a hand in the project no doubt to provide the crossover flavour that has brought Priest American chart success in the past.

It is a format the London-born singer defends, pointing to his top 10 hits as a solo act. The soulful “Close To You” the lead single from his gold-selling “Bona Fide” album, topped the US charts in 1990.

In tandem with U.S. superstar Roberta Flack, he had a similar success with the reggae-tinged “Set the night to Music” in 1991 before making the top 20 list with “House Call” a seductive duet with deejay Shabba Ranks that endeared both performers to hip hop audiences in the US.

Unlike some critics who have come out against blending reggae with other sounds, Priest defends it saying it is necessary if the music is to break into new markets.

“It ain’t a bad thing, everything I do is reggae based, we have to experiment and create new things because over the years the things that we have created have proven successful,” he said. “I don’t see why I should limit myself for nobody.”

Priest will be hoping that his new album will improve on the fortunes of its predecessor, “Man With The Fun” which held great expectations but fared poorly in the US.

Though the album had a relatively good run on the Billboard charts and Priest saw some chart action alongside deejay Shaggy with the single “That Girl”, “Man With The Fun” never reached the heights of “You’re Safe” and “Bonafide” the singer’s gold-selling albums. But Priest believes “Man With The Fun” achieved some positives despite its lack of American drive. According to Priest, it not only solidified his fan base in traditional locations like Japan and Europe but expanded it in other areas.

“There are different parts of the world that don’t even qualify under the Billboard charts, so while it might not be selling in the US it has been (selling) in other places which subsidises my position,” Priest explained. “I’ve just come back from Papua New Guinea and that’s a new place for me.”

Maxi Priest seemed destined for success from his early years earning his wings as a singer on the London sound system circuit. His big break came in 1985 with the song “Should I” which topped the British reggae charts.

His follow-up albums gave him a strong following in the United Kingdom but it was not until he linked with Sly and Robbie for the album, “Maxi,” that he gained a similar reception in the US. The album contained a cover of the Cat Stevens classic, “Wide World,” and set the tone for “Bona Fide” which gold sales were spurred by “Close To You’s” chart-topping triumph.

Priest says his latest album will see him returning to his reggae roots hence the decision to work once more with Sly and Robbie and Danny Browne, another leading reggae producer.

Even if his latest studio offering fails to return big-time sales, Priest says there is little chance of him leaving the British-owned Virgin Records after 14 years.

“Over the years we’ve worked very well together…there’s been the highs and the lows,” said Priest of his relationship with the British-owned company. “After this I’ve got one more album with Virgin and we’re going to be into some negotiation but I’m not looking to run away from them too fast.”