It came to my attention recently, while discussing the upcoming release of the full length Jamaican feature film, “Better Mus Come”, with its writer/director/cinematographer/editor, Storm Saulter, that the recent appearance of a song called “Better Mus Come” by roots artiste, Ieye, is completely unrelated to the film. Confused, I sat back for a second and pondered what Storm was relating to me: this artiste had taken shots from the trailer, interjected her own footage in a similar environment and made a music video “inspired” by the film for a song she calls by the same title.
Jumping on the band wagon, is what some call it. Footballers use a term called “waggonist”, but essentially what I could understand from the blatant copyright infringement that is Ieye’s “Better Mus Come” video – and in a world with more time and money, a corresponding lawsuit– is that the artiste is capitalizing on the hype that is permeating from the creative film project as the early October premiere approaches.
Storm, who has decided to let the video be, has taken a guerrilla style approach to publicity for the film. His orchestration of a picketing during Fashion’s Night Out this month helped create a stir and advertise for the film, causing twitter to run-a-muck with conversation and local media to develop a fond adoration. As artistes are riding on this publicity wave and graffiti celebrating the film– which isn’t condoned by Storm– has been surfacing on blank walls everywhere, it appears the feature may quickly turn into a cult classic of sorts.
This “cultness” may be the result of a communal fever that has been building since the Tivoli Incursion in May. Jamaicans every where seem eager to watch a story of the past– and one that mirrors the present– that engages the public with both humility and humanity for those who have been easily dismissed as your generic “thug”, even as their actions are a direct result of the puppetry of political/social leaders. Here’s to hoping that the key word “inspired” catches the spirits of more then just the industry waggonists.