Jamaican dancehall star Konshens has announced his upcoming album project, Red Reign, with the release of the revealing and introspective lead single, “Can’t Stay Sober.”
The track, which premiered via The FADER, marks his first release through Ineffable Records, the label arm of the multi-faceted Oakland-based music company Ineffable Music Group, which will release Red Reign later this year.
A moody and provocative meditation on the pros and cons of self-medication produced by Jamaica’s Good Good Productions, “Can’t Stay Sober” neither advocates for, or condemns, drinking and drug use.
Konshens, best known for bashment essentials like “Bruk Off Yuh Back,” “Gal a Bubble” and “Do Sumn,” instead uses the track to comment on the toll that the pandemic and recent societal upheaval have taken on our collective consciousness, and the steps he and others are taking to cope.
“The current climate of the world is forcing you into a state where it’s almost like you can’t stay sober,” Konshens says. “I’m not encouraging it, I’m acknowledging the reality. This is a stressful time, and people are searching for an escape.”
Konshens was driven to write “Can’t Stay Sober” after taking stock of his own drinking and admitting to himself he might have a problem.
“Right now, I drink way too much and this song helped me to realise that, and now I’m taking steps to kick it.”
A video for “Can’t Stay Sober,” co-directed by Konshens and Kenny Gray, will follow on March 24.
Ineffable Music Group, which owns and operates venues and festivals and manages and releases music from artists like Stick Figure and Collie Buddz, launched Ineffable Records in 2019.
It has quickly ascended to the top of the Billboard reggae labels chart, placing second only to Universal Music Group in terms of total album sales in 2020.
Anticipated for release in Q3 2021, Red Reign will feature collaborations with reigning dancehall queen Spice, among other guests, and production from Rvssian, Track Starr, Silent Addy and Jonny Blaze.