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In anticipation of his upcoming April album release, I refreshed my Apple Music playlist with tracks exclusively from the Red Flag Movement (RFM) boss. Last week, on Master Jaye’s ‘Shake Ed Dae Extra Plus’ show, LAJ announced he’s launching a solo album and a compilation from his rap group—projects I am genuinely excited about for numerous reasons.
Many hip-hop fans often overlook LAJ’s profound impact on the culture. They assume he’s living off past glories, but I see him as someone reaping the rewards of hard work done early in his career. It is surprising how little the new generation of hip-hop fans knows that after Talk of Salone 1, LAJ released a double album in 2012/13: Talk of Salone 2 & Red Album. These two albums are true classics. They both rank among my top 10 musical albums ever released in Sierra Leone. That is why LAJ still confidently performs most of the hits from these albums. I cannot recall any artist in Sierra Leone, especially a rapper, who released a double album that truly deserves to be called a classic. Do you know what it takes to release a double album? Back in the good old days, LAJ was really hungry to have an imprint in the entertainment industry.
A crucial element in the success of his double album was the production. Teteh, the frontman of Catthouse Records, brought his A-game to the project. He singlehandedly shaped LAJ & RFM’s sound. Studying successful hip-hop groups or labels reveals that the producer often comes first, establishing the signature style. For example, there is no Deathrow without Dr. Dre; after his departure, the label started to falter. Similarly, Master P’s No Limit thrived in the late 90s to early 2000s primarily because of Beats By The Pound’s work. Once the production team left, the label lost its signature sound. Mannie Fresh created Cash Money’s identity, but after leaving over financial disagreements, Cash Money struggled to develop new artists. The RZA crafted Wu-Tang Clan’s distinctive sound, which is why they remain influential 30 years later. Apart from the excellent production, LAJ increased Teteh’s visibility. While music fans heard Teteh’s name from American-based Sierra Leonean rappers in the early to mid-2000s, many did not know who he was. The introduction he delivered for Talk of Salone 2, Leh Dem Tok, truly stood out as a highlight. The “Freedom” song cemented Teteh’s partnership with LAJ as an unstoppable, dynamic duo.
Another misconception is that RFM merely absorbed the core fans of rival music groups already in decline. I strongly disagree. It was the new wave introduced by LAJ that cultivated RFM’s dedicated fan base. Take Dry Yay Crew as an example: their core followers had a ghetto and indigenous flavor, whereas RFM attracted urban youth culture. These are two totally distinct audiences. The RFM music videos, slogans, and fashion sense all helped make hip-hop cool. LAJ made women fall in love with the genre. Songs like “Tawa for U” and “All Around the World” were clearly made for the ladies. Before LAJ rose to prominence, most rap shows I attended were male-dominated. The only time I saw a vast crowd of women at a rap concert was at the first major RFM concert on that popular beach in the Western Area Rural District.
One key aspect of the LAJ story that is often overlooked is the crucial role played by Inside De Biznez. RFM cultivated a strong group of young male social media influencers who acted as its PR team and provided the most robust local support. Figures like Moe Tea, Tamad, Spider-Man, Robinho, and Rick Ross Stunner established a dominant presence on Facebook by consistently sharing positive RFM-related content. I have always regarded Inside De Biznez as the pioneering wave of social media influencers in Sierra Leone.
I have had my own criticisms of LAJ in the past, but his influence on hip-hop and the wider Sierra Leonean music scene is undeniable. At this point, LAJ is not just a rapper or recording artist; he has long since become a cultural icon. Even without dropping new music, he stays highly relevant. More than just an artist, LAJ’s personality has a magnetic draw.
I often compare him to the American rapper Snoop Dogg. Jay-Z might be the better rapper, but Snoop’s global visibility and presence are unparalleled. Snoop could attend the Olympic Games in Paris and make a bigger impression than anyone else there, even the athletes. I wish LAJ could evolve and emulate the blueprint of the American legendary rapper. Snoop’s success partly stems from his diverse involvement in movies, commercials, a cooking show, food products, merchandise, and even a sports team. Today, LAJ commands a dedicated, passionate fan base that is eager to support him. He should take full advantage of this buzz. Coz’ you never know when and how fan love shifts.
I cannot wait to stream his new project on Apple Music, Spotify, or any other recognizable music platform. Raaaaaaaaaaaa!!!
