‘Fire in the Booth’ freestyle show to première J’can series | Entertainment
British DJ Charlie Sloth is taking his Fire in the Booth (FITB) freestyle show to Jamaica. The platform, which became popular as a segment on BBC’s 1Xtra, has welcomed the likes of top acts including Drake, Migos, Pop Smoke, Megan Thee Stallion and Stormzy.
With its new base being Apple Music, Sloth is shaking things up by taking the show to new regions.
“One of the reasons I moved FITB to Apple Music was to fulfil this goal… .” Sloth told THE STAR. “Jamaica has always been top of my list. Jamaica is a place that I love personally but, most importantly, because of its immeasurable musical legacy. There are new names that I want to share with the world while at the same time celebrate the legacy of some of Jamaica’s most iconic superstars.”
FITB will host ‘The JA Cypher’ featuring six hand-picked Jamaican artistes. Another act will be selected based on social media entries, using the required hashtags and tags. The competition closes on Friday at 6 p.m.
“FITB is the most viewed freestyle platform in the world and the platform is a great chance for an artiste to reach new audiences,” Editorial lead for FITB and Apple Music Rob Littlejohn said. “Even if an artiste isn’t chosen, this is also a great opportunity for them to connect with us and put their talents on our radar. We will be coming back regularly so this is hopefully just the first of many.”
Contestants will be shortlisted based on lyrical flow, camera presence, subject matter and overall energy. Judicial bodies include Sloth, Apple Music, Creed Music Global, The Mixer and The Ministry of Culture, Gender, Entertainment and Sport.
As for the already-selected artistes, Littlejohn said the line-up will be revealed in December, and the season will premiere on January 4.
“We take the same approach as we would choosing artistes here in the UK. Do they have that raw talent? Are they able to perform? Is this the right timing for them in their journey? We always want FITB to benefit the artistes so choosing the right ones at the right time in their career is crucial,” he said.
Creed Music Global’s co-owner, Jacob Creed, hopes the series “will show the wide international demand for Jamaican music and motivate more platforms to come to Jamaica and showcase the tremendous array of talented artistes”.