Jah Cure’s sixth album World Cry was slated for release more than a year ago, and for some reason it was postponed several times. Now however it’s finally here, and it shows Jah Cure in a different light compared to his previous albums. Where The Universal Cure – his fifth album – was reggae influenced by contemporary R&B, it’s the other way around with World Cry. This set is mostly contemporary R&B and electronic dance music spiced with dancehall and reggae.
Those who wanted Jah Cure to go back to his early hard roots reggae sound will be disappointed, but I guess no one really thought World Cry would be full of commitment to Rastafarian ideals set to dread and eerie beats.
Jah Cure mostly sings passionate love songs and his voice is as usual intimate and heartfelt, but also a bit whiny and tiresome. The electric beats are bombastic and the arrangements are lush and the producers have gone all in on several tracks, for example the title track which has gentle strings, a melancholic piano and an army-styled snare drum. It could have been recorded by Coldplay and suits any football stadium around the world.
The reggae tracks include a version of The Gladiators Mix Up and a cut of House of Riddim’s brilliant up-tempo riddim The Sensimillionaire. Best is however the heavyweight hip-hop and dubstep-tinged Like I See It with Mavado (the non-album version also features U.S. rapper Rick Ross). The mariachi trumpets in the chorus seem a little out of place though.
There was a time when Jah Cure was seen as one of the leading lights in roots reggae. But that was then, and this is now, and now he has travelled down the same path as Sean Paul. Hopefully this direction will be successful in the mainstream charts.
World Cry is now available on digital platforms. A CD version will be available in January.