Most reggae fans became acquainted with Richie Spice in 2004 when his single “Earth A Run Red” began its ascent on the charts, first in Jamaica, then internationally, ultimately emerging as one of the years biggest hits despite being more than four years old! “Earth A Run Red” was originally featured on Spice’s debut album Universal released by the Cambridge, Massachusetts based label Heartbeat Records in 2000. At that time, Spice was a lone reggae soldier armed with an arsenal of well-crafted, lyrically uplifting tunes, but without supporting troops, he found it difficult to advance towards the professional frontline. “The songs were there but they weren’t getting any promotion,” Spice recalls, “and with just me going out there singing them, it was like one man against the world.”

    In early 2004 Spice signed with 5th Element, a Kingston based management company/record label and they began a vigorous promotional campaign for “Earth A Run Red” in Jamaica which resulted in the song’s steady rotation on the airwaves and in the dancehalls. A subsequent video (directed by Ras Kassa) brought even greater visibility to Spice’s career and it wasn’t long before he became one of the most sought after artists for stage shows across the island. Additional hit tunes including the ominous “Folly Living (Blood Again)”, the haunting “Ghetto Girl” and the resounding hymn to herb “Marijuana” were featured on Spice’s debut album for 5th Element Records “Spice In Your Life” which earned unanimous critical praise. The New York Times named “Spice In Your Life” one the best reggae releases of 2004; the Los Angeles Times broadened the accolades, citing it as one of the year’s ten best albums of any musical genre and in Jamaica, The Observer newspaper honored Spice as artist and vocalist of the year.

     Spice’s career has continued to soar as a result of his enthralling live performances (Billboard Magazine ranked him among the top six performers at Reggae Sunsplash 2006) and a succession of hits that have resided in the upper tiers of the reggae charts. As a means of expanding Spice’s international fan base, 5th Element has joined forces with VP Records and they will cooperatively release Spice’s next album “In The Streets to Africa” on February 6, 2007. “With VP Records, we feel we have the support needed to move Richie Spice to the next level,” explains Devon Wheatley CEO of 5th Element Records. “Now is the perfect time to make conscious reggae music stronger and Richie Spice is at the forefront of this movement.”

     Spice’s appealing brand of roots reggae is characterized by smoothly crooned, impassioned vocals that lovingly caress, as he does on his current romantic boom shot “Brown Skin”, or just as convincingly, deliver the militancy of a righteous rebel warrior on “Open the Door”, or the aura of ancestral mysticism that defines “Motherland Calling”. Guided by the principles of his Rastafarian way of life, Spice’s lyrics rail against injustices and the plight of the oppressed, implore assistance for the youth and extend maximum respect to the ladies. “My responsibility is to use the talent that God gave me as an instrument to uplift people who are facing the struggle worldwide and let them feel happy in themselves,” Spice explains. “It is all about righteousness, and endorsing the love of the people, good over evil and life over death.”

     Born Richell Bonner in the Kingston, Jamaica suburb of St. Andrew, Richie Spice hails from a musical family that includes his older brother Pliers (from the deejay/singer duo Chaka Demus and Pliers of “Murder She Wrote” fame) and singer Spanner Banner (best known for his mid 90s hit “Life Goes On”), now a member of the 5th Element family. It was Spanner Banner who initially brought Spice to the recording studio; although the hopeful singer didn’t get the opportunity to record, it opened his eyes to the proficiency that is required to succeed in the reggae industry.  “It was a strong learning experience,” Spice recalls. “At that time I tried to record but I was never really ready so I couldn’t manage it. But it show me that there is a lot of work to be done so just do the necessary things until you reach that space where you are supposed to be.”

     Spice took a significant step towards getting where he is supposed to be when he met veteran producer Clive Hunt. Hunt produced his first song, the funky reggae jam “Living Ain’t Easy” and his breakthrough single, the engaging lovers rock tune “Grooving My Girl” still one of the most popular songs in his hit filled repertoire; both songs were included on “Universal”, which provided Spice with his initial international exposure.

     Spice continued recording and performing on various stage shows but without label support, he found it difficult to penetrate the heavily saturated reggae/dancehall market. However, his career path took a positive turn when he met 5th Element CEO Devon Wheatley who was immediately impressed with the singer’s remarkable skills. “It is rare that you find someone with Richie’s extraordinary talent, writing ability, humility and discipline,” explains Wheatley. “Richie has a lot to say through his music and with proper guidance there is no limit to the vast possibilities that await him and 5th Element has every intention of making this a reality.”

     Thus, the deal between 5th Element and VP Records is one of the most significant reggae partnerships undertaken in many years. “In The Streets to Africa” will undoubtedly rank as one of the finest releases of 2007 and in turn, will elevate roots reggae’s profile in America where it is superceded by dancehall’s commercial popularity.

      The title of Spice’s forthcoming album highlights the struggles as well as the business options that are available within the African continent. “We are trying to help the situation in Africa more than anything else,” says Spice who plans to tour the motherland for the first time in 2007, “and let the people know that they can make investments and turn over any type of business to help the youths there.”

     The album’s life affirming, empowering tone is established on the opening track “Get Up” which urges listeners to “rise…stand up….clean up your heart and come.” “Open The Door” (produced by popular New York radio personality, Hot 97’s Bobby Konders) is an urgent appeal for opportunities for the less fortunate, “open the door for the people in poverty… if you care for humanity”, underscored by sampled speeches from Dr. Martin Luther King Junior. Konders also produced “Youth So Cold” which cautions against the consequences of neglecting young people’s basic needs: “in the streets it’s getting hot and the youth dem a get so cold, searching for food for the pot, they’ll do anything to fill that gap.” “Youth So Cold” peaked at number 59 on the Billboard Hot 100 Singles Chart in 2005, enjoyed extensive urban radio play and earned Spice a performance slot on the annual Hot 97 On Da Reggae Tip concert. Spice’s conscious reggae garnered an enthusiastic response from the Hot 97 audience who are typically exposed to Jamaican music through the station’s play list of the latest dance craze ditties or dancehall’s slack (x-rated) and shotta (gangster) personas. “I give thanks for that opportunity because people need to know more about this conscious side of the music,” Spice acknowledges, “so people have a clearer understanding of life. It would be nice to do that show again because this side of the music can help people who are downhearted and searching for answers.”

    One of Spice’s current hits is the lilting lovers rock tune “Brown Skin”, his rapturous vocals (“brown skin, girl I want to wrap you, want to lock you in my arms again”) floating to falsetto heights over the gentle one drop riddim produced by the consistently chart topping beat master Donovan “Don Corleon” Bennett. Like Buju Banton’s “Love Mi Browning” in the early 90s, “Brown Skin” has also engendered controversy rooted in its perceived preference for lighter skin shades; Spice’s explanation, however, dispels that erroneous notion. “People say I should have said black skin or white skin but nobody is black, man, and no one is white, we have brown skin people and chocolate skin people. The color white is a totally different than what they call a white person. Look at a person who is black and look at a piece of black material and it is a totally different thing.”

     All the ladies will agree that Spice pens some of his finest songs for them as evidenced here by “Uptown Girl”, “Babyface” and the classic “Grooving My Girl” which according to Spice, “never really get the justice it was supposed to get. The people request it on a next CD, so we just have to give it to them.”

     While the “High Grade” in his chalice provides a deeper meditation, Spice’s source of inspiration and enduring strength is The Creator and “Can’t Stop Loving Jah” praises the Divine force that has made possible “In The Streets To Africa” and all of his glorious musical works. “I started out in 1994 and it took a lot of patience and courage but over the years me never stop working, me never stop recording until it manifest,” Spice reflects. “So I give thanks to the Almighty because this is what I have been working towards. Artists that do different types of songs might make it more faster but those songs fade out quicker; righteous songs will always stand predominant.”