Stepping into his own, dancehall artist Qyor (pronounced Choir) has offered a powerful message to “Ghetto Youth” in dropping his sophomore single.
Produced by Sean Alaric, “Ghetto Youth” shares “a vivid depiction of the life of a youth growing up in the ghetto,” according to Ronnie Tomlinson, the Brooklyn-based, Jamaican-born entertainment publicist.
“A powerful message over a subtle rhythm, with defined snares, Qyor’s lyrics are piercing and relatable to,” Tomlinson, chief executive officer of the New York-based Destine Media, told Caribbean Life.
“Every ghetto is the same,” Qyor said. “Even if it has a different name, we feel the same pain”.
Alaric said that working with Qyor is “like magic.”
“The ideas and melodies flow effortlessly,” he said. “He makes my job as a producer easier, as he knows exactly how he wants the record to sound.”
With a plea to the disenfranchised youth of Jamaica and beyond, Tomlinson said the economic toll of the current pandemic provides limited options for those of scant means.
“’Ghetto Youth’ is a cry to the youths to change the narrative, despite the cards delt in life,” she said. “Shift the deck and be a little more driven to not walk the path of crime.”
Tomlinson said “Ghetto Youth” marks “a highly anticipated follow-up” of Qyor’s earlier released collaboration with the multi-talented artists Dexta Daps and Kranium’s “Be High”, which has racked up over 1 million streams via YouTube and over two million streams across all leading platforms.
“As a singer-songwriter, QYOR’s voice and lyrical prowess resonate an ageless excellence that is the driving force in his music,” Tomlinson said. “His exotic soul captures the evolution of his experiences, morphing his true sound – ‘xoul’”.
Having toured across the globe with myriad Jamaican musicals icons, such as Jimmy Cliff, Rita Marley and Tony Rebel, Qyor has “honed a more magnetic and transparent way to tell his story and share his truth,” Tomlinson said.