International reggae star Maxi Priest is back with “Easy To Love,” the first single from his still untitled forthcoming album.
Produced by Colin ‘Bulby’ Yorke and riding the In My Arms riddim, although Priest’s voice is unquestionably smooth the track itself elicits adjectives such as “nice,” “ok,” “alright,” “satisfactory” and so on; especially when compared to the British-Jamaican reggae singer’s usual chart-topping hits such as “Housecall (Your Body Can’t Lie To Me),” featuring Shabba Ranks, “Groovin’ In the Midnight,” “Set The Night To Music” featuring Roberta Flack, “Just A Little Bit Longer,” “Dance Until The Morning Light” alongside UB40 and more. As proof, play the track three times, pause for five minutes, then try to remember the melody and content.
Directed by Priest himself and Livingstone Brown, the video, however, is very memorable – but this is because it is uninspiring and visibly low-budget. Hopefully Priest will again raise the reggae bar with subsequent singles and videos from the upcoming album.
“Easy To Love” is set for commercial release on July 16 through Fat Eyes/VP Records.