Rapper Safaree has teamed up with dancehall artiste Nvasion on the song Stories, and together, shot the video for the track at Jon Baker’s splendid Geejam villa, Cocosan in Port Antonio, Jamaica.

Watching the filming of the video in this salubrious setting, what is evidently clear is Safaree’s professionalism. Take after take, he hits his mark and is fully committed to the task at hand.

He is also magnanimous, ensuring all those on set are comfortable, that their needs are met and that they give their best to the director and the crew. He is collaborative and open to suggestions as well as making a few of his own.

Safaree makes the experience more than just palatable, taking an inclusive approach without coming off as the pied piper.

Safaree sat down to speak with Our Today

Our Today: Tell us about working with Nvasion. How did you two come together on this project?

Safaree: I have always been a fan of Nvasion and reached out to him on Instagram. He had a song out called Wicked and I congratulated him on it saying we should work together. He in turn said, “Let’s do it!”

I flew into Jamaica, cut the record and now we are here shooting the video.

Our Today: During this time of COVID, there has been a contraction of the industry with a notable reduction in live performances. How are you circumnavigating that?

Safaree: When it come to the whole COVID thing, I hear it but I’m not sure I fully believe it. Sometimes I think people are hyping up a new strain of the cold. Yes, it has had an impact on the entertainment industry but as far as I am concerned, one has to diversify earnings. My bread and butter are real estate and businesses that have nothing to do with entertainment. I don’t want to be solely reliant on having to do shows and performing. Just look what happened in 2020? It has been a real risky time.

Our Today: Speaking with Shaggy, we recalled the days of simply putting out recordings are over and that artistes must have different revenue streams. So, you agree with him?

Safaree: Yes, one hundred per cent. If you are making money just from music, you have to make sure you have something else to fall back on because you never know. The music industry can be shut down again and people unable to leave their houses.

Our Today: What is your view of Jamaica? How have you seen it develop?

Safaree:  Well I am from Jamaica and I grew up in Pondside, Hanover. I go back and forth between Jamaica and Brooklyn, New York and have been doing so for some time. Jamaica has WiFi now, but the potholes have become bigger! Those potholes are dangerous, but you know Jamaica will continue to be one of the top tourist attractions in the world.

It is one of the most beautiful places out there – the people, the energy.

Being in Jamaica puts me in a different state of mind.

Our Today: Watching you at work, your professionalism is evident. Can you talk about your approach to your craft?

Safaree: I have been around some of the biggest music performers in the world and have learnt a thing or two from them. I see how some act when they take things for granted, how they treat people. It doesn’t matter if a guy is sweeping the floor or driving, I treat everybody the same, with respect. I am big on being cordial and respectful to everybody.

I like to make the set a comfortable environment because some people become timid around artistes. I like to lighten up the mood a little.

Our Today: So, what next for Safaree on the music front?

Safaree: I just dropped a new EP called IDGAF. It is out on all streaming platforms right now. I will be shooting videos from that project. I am always looking for new dope artistes to collaborate with.

Our Today: What advice would you give to younger artistes and those starting out?

Safaree:  When you get what you have been asking and praying for, don’t take it for granted and don’t complain about it.

I feel there are some artistes who want to be in front of the camera and what to do this and that, but when they get to a certain level, begin to complain about it, become rude to people. You have to stay humble and don’t let it change you.

I’ve seen it happen time and time again and it has even happened to me. I call it the Matrix–getting into the life of entertainment and getting lost. You can’t let it consume you, lose who you are and start treating your friends differently. I don’t walk around surrounded by 25 people. I don’t like that because that’s a lot of food you have to buy for that entourage!

Our Today: Do any of the young artistes seek you out for guidance and mentorship?

Safaree: In America, there are some people who hit me up and ask me, how do I deal with backlash and things in the public eye that are not positive and stuff like that. I tell them at the end of the day you just have to realise people are checking for you no matter what. Really and truly, you should be flattered.

Our Today: How important is the management and structuring of one’s career?

Safaree: No matter how talented you are, if you don’t have the right management, you are not going anywhere. You need to have the right team riding with you and guiding you. This game right now is 80 per cent management, 20 per cent talent.

Our Today: What specifically do you look for in management?

Safaree: Somebody who knows how to follow up, do what they say they would do. Don’t just say something because it sounds good. Someone who can keep on top of everything and can multi-task. Your management team has to be invested in you both as a person and as an artiste.

Our Today: So, who are you listening to now? What artistes do you like?

Safaree: I am eclectic in my musical tastes. Do you know who Enya is? I like her work very much. In Jamaica, there is Popcaan, Skillibeng. I think Bounty Killer is an automatic given. It’s so hard to keep up, there are so many good artistes out there. Back in the day, it wasn’t like this but now there seems to be a new artiste popping up every day. You hear a great song and you say, damn! Who sings it? It doesn’t matter anymore.