Sade Serena teams with Shaggy


The Jamaica Observer reports that “Dum,” a collaboration between singer Sade Serena and Shaggy, has been “kicking up a storm on local airwaves and in her hometown of South Florida.” In March, when the album Jerk Sauce was first dropped, Billboard’s Adelle Platon called “Dum” an “infectious jam.”

Getting a hit song with the Grammy-winning artiste is a plus for her. “Growing up I have always looked up to Shaggy and other artistes like Sean Paul and Elephant Man that paved their way to mainstream success. To have a diamond-selling artiste like Shaggy on my record is a dream come true for me,” said Sade Serena, whose mother is Jamaican.

Dum’s video has been in rotation on local cable channels since last week. Released through Uprize Music, Dum is from Sade Serena’s EP, Jerk Sauce, which came out on March 25. A remix will be released on Shaggy’s label, Ranch Entertainment.

“The song has opened a lot of doors for Sade; Billboard magazine premiered it, while the EP made two Billboard charts and the song made the singles charts. So, it was a great look for her,” said Richard Myrie, Sade Serena’s manager and chief executive officer of Uprize Music.

[Listen to “Dum” here:]

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