André Jebbinson, Staff Reporter

RITCHIE SPICE

RICHIE SPICE is not one of those artistes who rely on overexposure to push his music.

Like his single, Earth A Run Red, which quietly crept into the consciousness of the masses in 2005, Spice is just as quietly and just as surely becoming a hit musician. VP Records and Fifth Element Records have entered into a multi-album recording agreement with the new reggae sensation Richie Spice.

The first fruit of that agreement will be seen in February 2007, when he will release his first album, In The Streets To Africa, with the international label. "You done know that Fifth Element is my local company. They have it internationally, but VP will definitely strengthen it," Richie Spice said. "People want the work and we want the establishment. It is good to know that they (VP) are interested."

Righteous messages

The spring album will include tracks such as Sunny Day, In The Streets and Open The Doors. In keeping with his conscious theme in music, Richie Spice says fans can expect nothing but righteous messages. "My inspiration comes from the people so you have to try and send out positive vibrations and music that will uplift," he said.

Spice started in the music business around 1994 after his brothers Pliers and Spanner Bonner were already established in the local industry. Spice now feels that he has their standard to uphold but not on a competitive level.

And as for why he chose VP to take him higher, he said of all the international reggae labels, VP understands reggae music best. "You have some labels who will blame the musician when things go wrong, but it is up to the label to market it right so we can have manifestation through good music," he said.

Devon Wheatley, CEO of Fifth Element Records, said: "with VP Records, we feel we have the support needed to move Richie Spice to the next level. Now is the perfect time to make conscious reggae music stronger with Richie Spice at the forefront of this movement."

The sentiments of prosperity are spread right across the board. With that in mind, the fusing of all three parties should end up being a good decision.

"We are very blessed to team up with Fifth Element and flourish a great talent like Richie Spice, one of the most dominant voices in reggae today. He has a very laid-back approach and style reminiscent of Gregory Isaacs," added Neil Edwards, A&R Director of VP Records.