“My friends call me Cherm,” laughs Cherman James, the Fire Raq Productions recording artist. Now it’s just Shugga Cherm. Born July 10, 1985 in Jamaica, Shugga Cherm native dancehall and reggae music has provided a solid foundation for his future career objective: joining the ranks amongst the worlds best dancehall artists. Like that of many artists, Shugga Cherm childhood was steeped in music. “I’ve always been drawn to music ,so it’s only befitting that now I am involve in this; be in it as an artist or producer.” “I want to be in this, I dont ever want to leave it, passionately states ShuggaCherm.” Raised in a large closely-knit family, Shugga Cherm was first introduced to music by his uncle, who played bass guitar in a band. While his first love was soccer, his passion soon turned to dancehall reggae. Shugga Cherm is inspired most by those closest to him namely, his brother and friends, but the likes of Gregory Isaacs, Dennis Brown, Sizzla, BujuBanton, bounty killer and Capleton have provided musical inspiration and current influences include, crossover reggae sensation, Damian Marley . Shugga Cherm began honing his skills as a dancehall artist years ago, when he started deejaying at local parties in Brooklyn, a craft he continues to develop. Thus far, ShuggaCherm has not only recorded several solo tracks, but he also worked with reggae artist Half Pint and Sotti Records , hip-hop diva Dia as well as Wu-Tang Clan affiliate, Killah Priest. Shugga Cherm is tremendously serious about his work and his sincerity is projected in his music. “My style is Undefined ... theres no limit, I can do whatever I want,” boldly states Shugga Cherm. Self-described as being severely creative, Shugga Cherm capitalizes on his precise knowledge of other reggae artists technique. Listening to their music, isolating and assimilating the nuances of their style, ShuggaCherm has contrived a highly original and innovative signature sound. Wanting to be totally involved in the production of his work, Shugga Cherm does some of the leg work himself. “I look for beats that fit me, or Ill just make my own,”states Shugga Cherm. Whether he’s recording at home or at Sotti Studios, Shugga Cherm writes his own lyrics and creates his own beats, which he passes to producer and riddim maker Gclassic to perfect. When asked how he feels about reggaes current heat makers, Shugga Cherm humbly states, “a lot of reggae stars rise up and take it to another level.” “They’ve opened doors and whatever doors they open, I can go in.”


Avatar are an Irish duo Jah Bass and Tony O' Flaherty. They have formed a musical partnership which highlights original music written by Jah Bass.  Their main influences are Jamaican Dub and the music of Miles Davis. To date they have released four original albums : Summa Iru ; Like River To Ocean ; Resting In Alaya ; Ancient Echoes . They have also recorded an original single with legendary Jamaican singer BB Seaton of The Gaylads, called 'Cart before the Horse'. They have recorded a cover of the Standard ' Sit Right Down And Write myself A Letter' for The Specialised Project and feature on a remix album called 'In Dub'for The Senior Allstars. Both live & in the studio Avatar have an impressive brass section ,explosive percussion & deep drum & bass.Their albums feature contributions from legendary  Jamaican vocalists Carlton 'Tetrack 'Hines, Norris Reid & Ricky Grant as well as UK artist Miri and Ireland's Aine Whelan and Mary O' Regan and Patrick Johnson. Also involved in their projects are Uk Jazz giant Trevor Mires on trombone. Ireland's Paul Dunlea is an album regular on  trombone. Paul Frost has featured on bass trombone. Ireland's premier jazz tenor sax player Michael Buckley is a regular outstanding contributor to Avatar's recordings . Trumpet duties have been taken up by Roy Kelleher and Nick Kirwan. Drummers include their mainstay Martin Leahy  as well as contributions from Dick O' Shea ; Laurie Hedger; Donie Moore and Tony O' Flaherty. Swiss percussionist Martin Scharer also makes several guest appearences.  The band have also recorded tracks with Jamaican artists Margra Dread Gregory & Faada Ras as well as with Irish  artist Aisling Urwin. Booking info at avatardub @gmail.com. 

Further info at www.amarumusic.net

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