A resident of Canada since the early 1990s, V Merchant has never forgotten his Jamaican roots. As a singer/songwriter, he acknowledges his heritage with hard-hitting message songs.
Some of those messages can be heard on ‘We Will Rise’, his first album, which was released in February by his VIP Level Records. It has 13 songs including the title track which features Sizzla.
The Toronto-based V Merchant, who is executive producer for ‘We Will Rise’, also had an instructive hand in its production. He strove for an authentic reggae feel, something hardcore fans can identify with. “I aimed for a rich and traditional drum and bass sound with tasteful lyrics that appeal to both the young and old. I hope the music and its message captivates the youth and resonates with the elders,” he said.
The dreadlocked V Merchant was born in Trelawny parish, western Jamaica. Its most famous native is sprint phenom Usain Bolt; reggae stars Anthony B and Ky-Mani Marley were also born there.
Over the years, he has released several singles including ‘We Will Rise’ and ‘Warzone’. Releasing an album, he points out, is a whole different ball game. According to V Merchant, “It feels like a triumph and an accomplishment.”
‘We Will Rise’ is strong on positive vibes, as can be heard on songs like ‘Prayer’, ‘I’m A Winner’ and ‘My Lady’. Other collaborations are ‘Gangsta Love’ with Dehva Don and ‘Higher Grade’ with Dehva Don, Doreno and Capleton.
