Jamaican artists have used Clarks shoes to project an image of cool for decades, long before the British footwear went mainstream. Gospel singjay Sone G is using ‘New Clarks’, his latest song, to win souls to Christ.
Released in December, the single is co-produced by DJ Tropical and Jay Crazie. Toronto-based Sone G describes it as “street gospel” aimed at the indiscriminate listener.
“We are presenting the gospel in a different format. The message is, you don’t have to be in a gentleman (shoes) and three-piece suit to spread the message of God,” he explained.
At first listen, ‘New Clarks’ can easily be mistaken for a conventional dancehall banger fans hear on the radio or in clubs. That’s exactly the effect Sone G is hoping for. “This is the street dancehall vibe. You have to listen carefully to hear that it’s a gospel song,” he said.
Current dancehall fans identify ‘Clarks’ with Vybz Kartel’s 2010 hit song of the same name. But Jamaicans first embraced the rugged shoe line during the 1950s when many of them moved to the United Kingdom to find work. Thousands of Jamaicans have visited the Clarks warehouse in Somerset, southwest England, over the years. In the 1980s, it became synonymous with the ‘rude bwoy’ dancehall movement in Jamaica.
Due to Kartel’s popularity, Clarks has released a line of Jamaica-inspired shoes worn by soccer star Raheem Sterling and dancehall artist Popcaan.
‘New Clarks’ is the latest example of Sone G pushing the gospel boundaries. He has dabbled in dancehall and pop to spread the Word by working with like-minded acts like fellow Toronto-based Jamaican Da Journey on a number of edgy songs including ‘Solid Rock’ and ‘Sweet Ehh’.
