In 2019, Koffee told CARIB VOXX: “I want to make a better world for the generation that’s coming up, to promote love and peace, and even though I’m young, I feel that the Creator has blessed me with talent and wisdom to get the job done”. In just a year, she seems to be doing exactly that. With a passion to spread gratitude and positivity through music and be a good influence on the youth, Koffee is blazing a trail for reggae artists. At just 20 years old, her unique sound has earned her international recognition. As we look back on 2020, it’s safe to say she hasn’t just been brewing a path to success; Koffee has been on the grind.
Riding the huge success of her EP, Rapture (especially that of her single, “Toast”), she started the year with some big plans in the works. It was announced that she was to perform for Coachella and had plans to go on tour. But like the rest of the world, all plans went on hold when the pandemic hit. However, that does not mean she has not been performing. She has made appearances on Digicel Unplugged, BET Hip Hop Awards Cypher, Global Citizen & the World Health Organization’s Together At Home concert, BBC 1Xtra Virtual Big Weekend, NPR Music Tiny Desk Concert and Grubhub Sound Bites, among others. Her Grammy win in February made her the youngest and first female winner of the Best Reggae Album category. Koffee has the potential to put reggae on the map in a big way and this is just the beginning.
Mixing innovative melodies and hip hop lyricism, her refreshing sound does not water down the roots of the genre. Inspired by Chronixx and Protoje, her lyrics are relevant, uplifting and relatable. Koffee released “Lockdown” which was almost as successful as “Toast” and became 2020’s most streamed song out of Jamaica on YouTube. Singing for the first time about love, she painted a relatable picture of romance while on lockdown. Her follow up release, “Pressure” , follows the themes at the core of reggae – hardship, oppression and hope. She has also been featured on the songs of some big artists such as John Legend’s “Don’t Walk Away”, J Hus’ “Repeat”, and fellow Jamaican Proteje’s “Switch It Up”.
Known for her down to earth personality, fans love the simple authenticity her presence and music bring. Her appearance on MTV’s “Wild n Out” not only gave fans a glimpse of her personality, but showcased her talent alongside Jamaican culture. The episode switched from its regular hip hop vibe to one that centred reggae and dancehall. Comedians and rappers that star on the show were decked out in Rasta hats, Jamaican-colored clothing and Jamaican flags. This kind of exposure brings new fans and appreciation to the genre and culture.
Although one of few words, Koffee does express herself through fashion. Her style is one that prioritizes comfort and matches her laid-back personality. It’s sporty, but not boring or void of colour; this is reflected in the fashion collaborations she has done this year. She partnered with H&M in their “Bring On The Future” Campaign. Dressed in grey sweats, Koffee recites an original poem filled with hope for the new year and her message and branding fit well with the campaign. After 2020, Koffee’s hopeful wishes should be welcomed by all. As Nike Jordan’s latest ambassador, she was also featured in a campaign focused on the new Jordan Mountainside Winter Utility collection and Jordan Delta. Having her own sneaker collection which started with a pair of hand-me-down Jordans, this partnership feels like a full circle moment. The brand represents her personal style and positive messaging.
When you speak to her, one thing is clear – she has a passion to positively influence the youth. She told Vogue UK in an interview: “At school, a lot of my peers listened to music that was not necessarily for our age, about drugs and stuff…I’m 20, fairly young for an artist, and part of my pride is being able to have my family and my younger peers and even toddlers and old people listening to my music and be able to enjoy it; and, you know, not feel like ‘What is the young people doing?” I take pride in uniting people”. This is the reason for the “Haffi Mek It” school tour which was launched in 2019, but continued virtually in 2020. She performs and tries to motivate the students to reach for higher heights. All proceeds go towards children’s education. Her heart for the youth and social justice places her in the right space to bring the core message of reggae music to the world.
Even through a global pandemic, Koffee worked to ensure that she was still on track to achieve her goals. The year 2020 has set her up to have an even more successful 2021 and beyond. The world awaits her upcoming album, and the ‘silver lining’ perspective it would bring to the mess that we sometimes call life. She’s forging a path for a new generation of reggae artists and Jamaica on the world stage with authenticity and hope.
