Craig ‘Serani’ Marsh is like a shooting star right now. He has blazed
his way through years of crafting and delivering melodic gems as a musician and
producer, and now as a performer he is on what music industry insiders would
call the expressway to fame.
He’s now finishing the No Games album to be released this April, and at the same
time feeding the North American market with his sound and image, hoping to be
the next big thing from the region. Serani’s performance on the Cave Hill campus
of the UWI here in Barbados late last year was a clear indication of his
regional success. The campus is considered the most integrated of all three
campuses, yet, despite the mix of students from the various islands, they were
all singing along with the artist, repeating his tunes line by line along with
him.
The hits all stand out here; No Games, Mama Still Hungry, Doh,
and countless others are all regular regional favourites. Now as Serani prepares
to release the No Games album, he is trying to crack the often stubborn and
fickle North American market.
The results so far seem encouraging. The track No Games, made its debut
last year at number 55 on the Billboard Hot R&B and Hip Hop songs chart, and
became one of the most played songs on New York’s Hot 97. In addition, the music
video for No Games made it into the contested space of ’New Joint’ of BET’s
106 and Park programme, a hip video countdown show on the famed cable
network.
He recently sat down with the much revered Billboard Magazine, which has
touted him as having what it takes to make it mainstream. Serani said he never
envisioned this direction in his career. “My intention was never to become an
artist, but to produce hit songs for Jamaican artistes that are accepted
worldwide,” he noted.
He however has no complaints, and seems set to continue with this blistering run
for as long as he can. He signed with Phase One Communications in
November, and several major labels are reportedly interested in partnering with
him for other projects. With his skills producing standout melodies and hooks,
he appears to be a double asset.
Serani however has his personal plans as well. He admitted that his goal
is to continuously break artistes from Jamaica. “And now with the help of my
partners I know its going to happen,” he remarked. As Serani marches out into
the wider and potentially more lucrative market, the region again celebrates,
and waits patiently for the next one to break out of the pack.
|
