Former Portmore Empire standout Deva Bratt is generating attention with his methodical one-song-a-day high volume release strategy since January 1.
He has been dropping a song per day since the start of the year, with several of the songs directed at his former mentor-turned-nemesis Vybz Kartel.
“I made this vow because this is a way to express my craft for my fans what they have been missing over the years and it energised my fan base and I am having a lot of fun doing it because Vybz Kartel tried to sabotage my career, so this is my way of clarifying things,” Deva Bratt said in a release.
The strategy of releasing one-song-a-day is often used to build momentum and keep fans engaged, but it is difficult to maintain quality and can overwhelm listeners. Two weeks in, Deva Bratt believes that he has been able to maintain interest because he is mixing the Vybz Kartel disses with genuine songs with singalong hooks.
“The whole strategy is to show the artistry of Deva Bratt and it is working. A lot of producers have been sending beats my way, the bloggers and reviewers are loving the songs. After this 30 day period, the team will do an analysis of the songs, the views, and the impact, and we will do videos for those songs,” he said.
Some of the singles Deva Bratt has released include Letter from Hell pt 1 which has racked up 64,000 views, Homage which has generated 147,000 views and the hilarious Return of the Bratt, an interpolation of Mark Morrison’s Return of the Mack. Those songs were bonafide Kartel disses, while others like Nuh Sell Out and Drip Boss are non-diss songs.
Deva Bratt was a member of the Vybz Kartel-led Portmore Empire during its formative years. He scored hits with songs like Bundle a Gal and Gussie Clarke before he was unceremoniously booted from the camp.