The official music video, directed by Rogen “Ruption” Walker (Aidonia, Konshens, Shenseea,) was shot in Portland, Jamaica, and immediately grabs the attention of all with Tosh’s hard-hitting presence as she pays homage to the 90’s golden era of Dancehall with a splendor aesthetic and enriching allure.
Tosh shares, “It was important for me to highlight the dynamic of the Jamaican culture through our fashion, attitude & art form. From the vibrant colors of the tropical- lux landscape, the fashion which pays homage to Caribbean & Dancehall fashion with subtle nuances of couture, to the grit of our expression throughout the video. I wanted the person watching “Cum Yah” to gain an authentic experience of my culture for those 3 minutes & 7 seconds.”
Since the release of “Cum Yah” earlier this month, the JonFX (Vybz Kartel, Shabba Ranks, XXXTentacion) produced dancehall track has dominated with praise earning placements on coveted playlists across major platforms, including Apple Music’s ‘Breaking Reggae,’ ‘Worldwide Riddim’ and Tidal’s ‘Dancehall Massive.’ The single topped Top 10 via iTunes Reggae charts as Jamaica’s finest such as Usain Bolt, Ky-Mani Marley, Baby Cham, Protoje and more praised the bubbling track via social media. The track cuts a strong dancehall stance that nods to Tosh’s heritage yet adds the unique flare that makes it an unmistakable Tosh Alexander hit.
Tosh, named after her mother’s favorite singer, Peter Tosh, is a Brooklyn native raised in Jamaica. She captures the best of both worlds in her delivery & refuses to be placed in a box. “I grew up in both cultures so my approach to music and expression reflects exactly that,” she states. Serving her classic movie star looks layered with a Bad Gyal demeanor accompanied with smooth unadulterated vocals, Tosh is excited to release her new genre-bending sound authentic to her upbringing & life experiences. Tosh is no stranger to the music scene having received accolades from Rolling Stone, Clash Magazine & more. “Cum Yah” will serve as her highly anticipated return as she re-claims the title as Jamaica’s hottest sensation following a string of successful releases which include “Games” “Can’t Give You a Try” “911” featuring Ky-Mani Marley and more.
Photo Credit: Kayla Dawkins