3 weeks ago
6
French-Caribbean reggae artiste Yaniss Odua is ecstatic that his latest single, Lighta, is blowing up in the Jamaican market, with the video for the project racking up over 672,000 views on YouTube since its release.
“I am feeling great because the song and video are gaining traction mostly in Jamaica, and the analytics show that 70 per cent of the YouTube listening comes from Jamaica. The song is gaining momentum both in Jamaica and internationally, and the official video has been organically circulating across the island,” Yaniss Odua said.
The Lighta song is based on the humorous ‘lighter-disappearing’ scenario that most Jamaican smokers know only too well.
“This is a song that I wanted to write a good 10 years ago, it’s a story that all smokers know … I had put the idea away in the back of my mind, but my manager pushed me to bring it out. This is a common experience among smokers and reggae lovers — the mysterious disappearance of lighters. You have a lighter now and, in two hours, it’s gone. Somebody has taken it,” Odua said, laughing.
The lighter is a tool for igniting both tobacco and ganja, a practice which is ingrained in various aspects of Jamaican culture as it symbolises hustle, resilience, and even a street-smart way of hiding contraband.
Produced by legendary producer Clive Hunt, the track blends reggae, dancehall, and French-Caribbean influences, staying true to Odua’s signature sound. The single is backed by a high-energy music video directed by Maxime Rey & Hood, with production support from Gwaan Films and Pete Beng. The single is also gaining traction in France, one of the world’s largest reggae markets.
Odua believes that Lighta is set to connect with both French and European audiences, generating over 40,000 streams on Spotify.
“Looking ahead, the international promo campaigns are planned across Europe, the US, and Africa. Lighta marks the beginning of a bold new chapter in my global journey, the song is still in the top 150 of the most listened songs in Kingston on YouTube Music. So that shows that it has connected with a young, hip, reggae and dancehall audience. I’m excited right now,” Yaniss said.
Born in Martinique and based in France, Odua has spent two decades captivating audiences worldwide with singles like La Caraïbe, Rouge Jaune Vert, and Chalawa, serving up tens of millions of streams on YouTube.
Inspired by reggae legends such as Jacob Miller, Peter Tosh, Sanchez, and Bushman, Odua blends his Caribbean heritage with European influences to create a unique sound that bridges cultures and generations.
English (US) ·