UK-Zimbabwe’s Jusa Riding High

High Rider: Jusa

High Rider: Jusa

Zimbabwean dancehall producer/rapper Jusa Dementor seems to be currently riding the wave of success. After being recently nominated for two O2 Afican Music Awards (Ammies) categories, namely: Best African Artiste in the Diaspora and Southern African Artiste of the Year, Jusa today got confirmed as the new face of his homeland’s Econet Wireless’s advertising campaign. The campaign which will involve Jusa making appearances at the company’s promotional events cannot be overlooked, as the company is one of the leading African communications services providers. The timing of this news cannot be any better as it comes on the eve of the Ammies ceremony. His selection by Econet also signifies the recognition of young African Diasporan contemporary artists by leading corporations and perhaps a future of similar support and sponsorship deals. African hip-hop and urban culture has always suffered from lack of financing, both at home and abroad. If a new alliance is forged between corporations and artists, African hip-hop and urban culture could be salvaged and the world might eventually get to focus its eyes on the raw and versatile skills that the African youths have to offer. Jusa has put his mark on the UK dancehall scene though production of cultural themed songs such as his hit single Air horn/Vuvuzela dance and combination with leading Jamaican dancehall artists. He has set the pace and we believe many are to follow in his footsteps. His nomination in the O2 sponsored awards’ Best African Artiste in the Diaspora category is with some very high contenders such as K’naan who is originally from Somalia, Mimitah from the DRC and May7ven and JJC Skillz who both represent Nigeria. We wish Jusa and all the other contenders all the best. African Urban Music……to da world. Peace

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