State of Emergency for Trends

With IRT Ryddimz’s much anticipated 3rd issue finally on display, the IRT Boyz open up a traditionally secluded branch of the music industry to unprecedented audiences. Chronicling Reggae music and culture from a New York City perspective, Ryddimz’s all-exclusive content is highlighted in a format surpassing any other exposure of Reggae and Dancehall in both originality and production, “IRT Ryddimz editing and quality is top notch. I watched it straight through from beginning to end,” says DJ Str8 Heat of Jugglers Soundsation. Adding unparalleled authenticity to this list, the “State of Emergency” DVD continues toraise the bar of sophistication for the genre.

Focused on what’s next, rather than what’s pop, IRT follows Jamaican dancers Black Blingaz during their recent visit to the U.S., as they discuss their single “Simmer Down” and upcoming plans for their group. Ricky Blaze, so named for the fire he has unarguably been bringing to the streets, takes IRT into his production house and explains why his blend of Techno/Pop riddims with a Brooklyn twist are in such high demand by top dancehall artists.

Perhaps the most controversial segment this issue, Reggae phenomenon Shaggy explains his immense success and why he believes there is “no such thing as a dancehall scene in New York.” “State of Emergency” also sheds light on dancehall production powerhouse, Don Corleone Records and two of its most promising artists, Pressure and Alaine, including footage of live performances. Noah “Di Yute With the Power” provides comic relief in a behind-the-scenes visit to popular Brooklyn station, Waah Gwan Radio. Continuously pulling the viewer in closer, IRT’s personal portrayal of the legendary Luciano gives the artist a chance to candidly discuss the hardships of his childhood, what drives his daily inspiration and the sentiment behind his new album “Jah Is My Navigator.”

IRT’s well-known ability to forecast trends brings into view talent underappreciated by commercial media. “Reggae and Dancehall have evolved greatly and IRT Ryddimz reflects that in its timeliness and content,” says music marketing professional Keisha Smith. In line with this hard-earned reputation, “State of Emergency” extends the reach of this powerful subculture and serves as the bridge connecting Dancehall and Reggae to the mainstream. “State of Emergency” is available at www.nyc456.com, www.myspace.com/irtryddimz as well as various points of sale throughout the five boroughs listed on its web presence.