FOR IMMEDIATE RELEASE

I.R.T. RELEASES DEBUT DIGITAL EP FEATURING COLLIE BUDDZ, SHONTELLE, GRAVY W/ MAVADO AND LAUNCHES NEW WEBSITE
The New Era EP Now Available On iTunes, Amazon and Rhapsody

New York – July 28th 2009 – I.R.T. Media Group LLC, the production house behind the IRT Ryddimz DVD series, announces the release of its first Digital EP today, entitled “The NEW ERA.” Shortly after signing with leading digital distributor IODA last August, The Fader magazine hailed I.R.T. as “a homegrown media outlet just hitting its stride.” Partnered with DJ Shortman Movements of the Heavy Hitters for this project, I.R.T. continues to push the envelope by releasing a compilation of innovative and cutting edge Caribbean-influenced artists and producers.

“We’re trend-forecasters and this project is a musical extension of that,” explains Executive Producer and I.R.T. co-founder Kamau Edwards. “As a Caribbean American who has had the privilege of working with an icon like P.Diddy, I’ve realized my culture is very influential in music. From Kool-Herc to Billy Ocean, Caribbean influence is in the fashion, language and entrepreneurial spirit unique to New York.”

IRT's Debut Digital EP...on iTunes & Amazon July 28, 2009

I.R.T. and Shortman Movements began the project late last year, when local artist Fats recorded the street anthem ‘Round Here,’ sampled from an IRT Ryddimz DVD sound bite by Antiguan producer Jus Bus. ‘Round Here’ is the essence of Brooklyn,” says Shortman. “It’s one of the reasons we selected ‘Sunglasses’ by dancehall legend Bruck Up as the next single. It’s unique, but catchy in a way that appeals to a widespread audience.” Treated to an impromptu performance by Bruck Up at I.R.T.’s listening preview last month, ‘Sunglasses’ has been immensely well-received by tastemakers, media and the dozens of key DJs who have eagerly added it to their play lists.

Despite a hectic tour schedule, Collie Buddz took time to contribute the single ‘Eyez’, about needing to have a pair in the “backa ya head”. Listeners will undoubtedly relate to ‘Pieces’, a song about picking up after heartbreak, by emerging R&B group J.Status (production-mates with Rihanna) and SRC/Universal artist Shontelle. Newcomer Ishawnna sings the enchanting ‘For You’ alongside the track’s producer Demarco (E1/Koch), which is already a favorite in the dancehall community. Perhaps the most interesting collaboration on “The NEW ERA” took place between “Notorious” star Jamal ‘Gravy’ Woolard and dancehall hit-maker Mavado. The resulting ‘Grudge,’ produced by Dangerous, LLC (50 Cent, G-Unit), is poised to become a New York anthem.

As Edwards notes, “we owe it to Caribbean music to continue raising the bar. That’s what the “NEW ERA” is about, sophisticating this culture while maintaining its authenticity.” In preparation for this project and upcoming releases, the I.R.T. web presence has been completely renovated. The content-driven, visually absorbing, new site reflects the innovation and resonance that have always defined the I.R.T. brand’s DNA. For more information, the I.R.T. team can be reached on Twitter or Facebook.

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If you would like to speak directly with the production team or featured artists, please contact:
Contact: Marcela Pinzon E: marcela@nyc456.com

FOR IMMEDIATE RELEASE

COLLIE BUDZ, SHONTELLE, GRAVY AND DEMARCO TO BE FEATURED ON “THE NEW ERA” DIGITAL EP

Available In July On Digital Outlets including iTunes, Amazon and Rhapsody

New York – June 2009 – I.R.T. Media Group LLC, the production house behind the IRT Ryddimz DVD series, is preparing the release of its first Digital Compilation, “The NEW ERA” EP. Shortly after signing with leading digital distributor IODA last August, The FADER Magazine hailed I.R.T. as “a homegrown media outlet just hitting its stride.”  Partnered with DJ Shortman Movements of the Heavy Hitters for this project, I.R.T. continues to push the envelope by releasing a compilation of innovative and cutting edge Caribbean-influenced artists and producers.  Coinciding with Caribbean American Heritage Month, I.R.T. will debut “The NEW ERA” EP to media on June 25th.

“We’re trend-forecasters and this project is a musical extension of that,” explains Executive Producer Kamau Edwards, who co-founded the brand and played a key role in I.R.T.’s establishment.  “As a Caribbean American immigrant who has had the privilege of working with an icon like P.Diddy, I’ve realized my culture is very influential in music. From Kool-Herc to Billy Ocean, Caribbean influence is in the fashion, language and entrepreneurial spirit of New York.”

Slated for a July 2009 release, I.R.T. and Shortman Movements began the project in late 2008, when local artist Fats recorded the street anthem ‘Round Here.’ Sampled from a previous IRT Ryddimz DVD sound bite, Antiguan producer Jus Bus played the riddim for Fats while visiting Miami and the tune was created right then and there.  ‘Round Here’ is the essence of Brooklyn,” says Shortman.  “It’s one of the reasons we selected ‘Sunglasses’ by dancehall legend Bruck Up as the next single.  It’s unique, but catchy in a way that appeals to a widespread audience.”  Within weeks ‘Sunglasses’ had DJs both stateside and abroad eager to add to it to their playlists.

Despite a hectic tour schedule, Collie Buddz took time to contribute the single ‘Eyez’, about needing to have a pair in the “backa ya head”.  Listeners will undoubtedly relate to ‘Pieces’, a song about picking up after heartbreak, by emerging group J.Status (production-mates with Rihanna) and SRC/Universal artist Shontelle (currently touring with Beyonce).  Newcomer Ishawnna sings the enchanting ‘For You’ alongside the track’s producer Demarco (E1/Koch), which is already a favorite in the dancehall community.  Perhaps the most interesting collaboration on “The NEW ERA” took place between “Notorious” star Jamal ‘Gravy’ Woolard and dancehall hit-maker Mavado.  The resulting ‘Grudge,’ produced by Dangerous, LLC (50 Cent, G-Unit), is poised to become a New York anthem.

As Edwards notes, “we owe it to Caribbean music to continue raising the bar.  That’s what NEW ERA is about, sophisticating the genre while maintaining its authenticity.”  Fans can view the video to Fats’ ‘Round Here’ on the I.R.T. website http://www.NYC456.com.  The video for the project’s next single ‘Eyez’, by Collie Buddz, is currently in production and should hit airwaves some time in late June.  For more information, the I.R.T. team can be reached on Twitter @IRT_Ryddimz or Facebook at http://tinyurl.com/ojacgn.

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If you would like to speak directly with the production team or attend “The NEW ERA” listening party to be held in lower Manhattan on June 25th, please send your information and credentials to:          rsvp@nyc456.com

BROOKLYN. I was born and raised in this fabulous city. Flatbush, Brooklyn to be exact…an epicenter of fashion in many respects.  New to IRT’s “Fresco Cartel Report,” I want to share my thoughts with you.

I know some of you will appreciate what I say simply because you come from the same era that I often speak about or you just appreciate authentic NYC culture. By authentic I mean pre-gentrification, pre-Giuliani NYC, the NYC where you still looked twice when you saw suburbanites getting off the A at 145th.  You remember riding the train with Deceps, when every other kid was a booster or “Lo Life,” before the city that raised us to be hustlers and the epitome of cool became more like Disneyland than the city we remember in “Warriors.”

The IRT brand is definitely not new to NYC’s iconic lifestyle, music and fashion.  With the musical movements of R&B, Dancehall & Hip-Hop, whose foundations were driven by many brilliant artists born and raised here in Brooklyn (Lena Horne, the Notorious B.I.G. and Jay-Z to name a few), came the type of clothes we wore.  Back in the 1980s and 90s, there was such an array of styles and crews, it was hard to keep up. Polo, Tommy Hilfiger and Esprit were just some of the popular brands back then, significantly influenced by these genres of music that both came from and helped shape NYC culture.  I’m a product of that culture and I want to share that true NY perspective. People may perceive Manhattan as being the main outlet to fashion in New York as a whole, but in actuality, Brooklyn holds its own championship belt for introducing some of the biggest trends.  In fact, most people don’t know that it was Caribbean kids in Brooklyn and the Bronx who made wearing European cut clothes and designer labels like Gucci, Bally and Vuitton the must-haves that they became amongst NYCs urban youth back then.  Trust me, rappers and local corner pharmacists didn’t just make these trends up.  They got them from their West Indian friends who brought those styles from back home, as wearing costly designer duds was always the style for the hippest kids back in the islands.  Just call me Penelope Sage and I’ll be broadcasting our trend forecasting culture to the world.

Be a first-rate version of yourself, instead of a second-rate version of someone else.
(Judy Garland)

Oscar DLR Spr 09 Closing Look (on our fave model Arlenis Sosa)

I may not be a fashion cognoscenti, but I do know that since childhood, I have been observant of the fashion world.  I watched my fashion-conscious relatives make patterns and execute original clothing pieces. As a product of the 80’s, I walked through many styles. The Madonna phase: the racy jewelry with crosses, the white lace dresses with spandex and the hair-to-the-side phase…the Michael Jackson Era:  leather jackets, penny loafers, dark sunglasses…the Prince/Morris Day/Sheila E./Purple Rain Era: frilly shirts, the tailored look, hats, the veils, etc. to name a few. There are many others being remixed now and that’s just because the cycle of fashion seems to rotate for those who were not up to the time when said fad first surfaced. Take a Marchesa or Oscar De La Renta gown, there are definite differences. You can spot a Chanel suit from an Yves Saint Laurent.  Why? It’s because designers have held on to their identity. They did not jump on a fad simply because it was the “In Thing.” They’ve kept it signature. For these identity-strong labels, you need not even look at the tags, you know who the designer is by the fit and detail.

I have attended dozens of fashion events, purchased hundreds of fashion magazines in which I seem to observe the same logic, which poses this question: “Why is it when one fad surfaces, it seems to be the only style people want to wear and the clothes available in stores only accommodate THAT look?”  When a style comes out, one designer may have authenticated it, but several similar looks will come down the runway shortly after, subsequently making it the only look easily found a couple months later.  I may have mentioned some high-end designers earlier, but for most of the middle-class who can’t afford the $18,000 gown above, the looks we find in somewhat affordable stores are becoming too repetitive.  If one feels to be different, they may be called an outcast or a fashion police candidate. Why?  Suppose it’s a person’s style.  Is it really so bad to be different?  Why is it only okay when more than a few people are wearing it?  I remember when round-toed pumps were “in.”  At that time, pointed-toe shoes were practically forbidden. Guess what, when pointed toe shoes returned, it was round toes that became the “back-of-the-closet-shoe.”

Moral of what I am saying? Stay original, and hopefully stores will start selling a variety of looks, instead of only having the option to purchase through websites that carry archived clothing, which leads to another fashion “problem,” the overly-vintage wardrobe.  It will allow people to be freer in their choices. Remember, it is we, the consumers who drive sales and retailer decisions.  Time to bring back the tailored looks of the 1920’s. Time to bring back classic looks, maybe hats from the 50’s, for example. With more options, there is a better chance of someone finding a look to suit them.   Add anything to spruce up your outfit, show your personality. This is a new year.  Be yourself, if not you’ll be recycling big plastic glasses and rope chains along with the millions of other “cool” New Yorkers who think they invented the current retro comeback.  The choice is yours.  Don’t be afraid to pull out those old Chloe aviators if the current oversize looks don’t suit you, that’s all I’m saying.  Along with the rest of you, we’ll be anxiously awaiting next month’s NY Fashion Week, hopefully bringing a breath of fresh air with it.

Penelope SAGE*

What a couple of months…

The MOVEMENT is definitely moving at a stellar pace…further than some of us (and ya’ll too, don’t front!), had anticipated…but who are we to question fate??? Without much help from the usually inconsistent parties and groupie coat-tail riders, the I.R.T. Brand is now in a position to reach more viewers and fans across the globe. Testament to this newfound energy is evident on our new Myspace page, developed by I.R.T. French affiliate Naya Riddims, www.myspace.com/irtryddimz.

Having recently inked a digital distribution deal with the worldwide leader in online media, IODA, all IRT’s products will be available from your favorite digital retailers like iTunes, Rhapsody and Amazon (press release soon come!!). If you think that was the only thing that happened, ay pobresito!! While randomly perusing The Fader’s annual music issue #55, we noticed Fader’s review of IRT Ryddimz DVD. Of all the outlets that show our beloved PR department love, I think we treasure The Fader writeup most. Mainly because we read it regularly and we’re featured in the same issue as our Grind Music affiliates Sean C. and LV. The Bad Boy graduating class is definitely making moves!

I.R.T. in Fader Music Issue 2008

And we’re not even done for the year. Why stop here?

I.R.T. strikes while the iron’s hot and since it’s burning up right now, we think it’s best to finally mention that IRT Ryddimz EP compilation SOON COME!! Big up Shortman Movements, official A & R of this upcoming project. We’re in the trenches now, straightening out the clearances and red tape, but the video for the first single (produced by Jus Bus) is now on the airwaves!!! Check out “Round Here”, by Fats directed and edited by K.COM & EyeTalk

I.R.T. Ryddimz DVD Volume IV is also about to hit the presses and will feature Bugle and the elusive Mighty Crown to name a few. Of course we’re gonna have some extra treats, but you’ll have to buy the DVD to find out.

We must thank all of you who have genuinely helped the cause. There were many fugazis in the ranks and reality has started to slap them in the face. No K.COM to endorse them anymore!!! Please stop lying like you worked with Diddy, knew Kanye, got us any press or accomplished anything. It’s funny how wanna-be’s base their identity on our work. And definitely stop trying to act like you were around to see those checks for greater than 10K. It has come time to experience success on your own, and that should be comical to say the least. Lesson to the wise, hating only makes you look like the loser you are.  So if this touched a nerve, I’m definitely talking to you!

Are you an innovator, a resonator or a trendsetter? Throughout the next few months, the IRT brand will bring you exclusive, classy, intelligent, trend forecasting news and information that reflect the IRT lifestyle… just plain interesting shit, from politics to music, fashion, the dancehall and everything in between.

We’ll let you know what IRT is thinking about this month, forecasting the innovators we think have serious buzz factors. We’ll also keep your fresh factor updated with the IRT Fresco Cartel report, “Fashion Fridays,” including our “Excess” category for those of you that want to stunt. If something is pissing us off, we’ll let you know that too, so keep an eye out for our Pet Peeve Tuesdays. To keep our supporters coming back, exclusive footage from the cutting-room floor, segment leaks, previews, tech tips and a lot more content will be published ONLY on our web presence. Check the homepage for a schedule of appearances, the IRT team will be at all pirate stations and events near you. So now that you know the point, welcome to the first 2008 installment of “State Ya Bizz,” it’s gonna go something like this:

Yes, the IRT crew is opinionated. We’re comprised of everything from a borderline right-wing Republican, a leftist die-hard liberal and all the other political outlooks you can think of. On our minds: 1) Why aren’t Latinos voting for Obama? 2) Why is Hilary Clinton contributing personal funds to finance her campaign (not to mention this Emir of Dubai business) 3) Why are Republicans so thirsty to shut down immigration when the U.S. economy depends on the work of millions of undocumented individuals? (we know most of us aint washing dishes 12 hours a day for $5 an hour) 4) What’s up with Bill Clinton begging the Kennedy’s not to endorse Obama (are you nervous)? 5) Why is the media so obsessed with this Reverend Wright situation, beating a dead horse is sooo 80’s. 6) Of course, we love to hate Bill O’Reilly, but why does his news on the campaign seem so much more unbiased than the liberal coverage? Something to think about…

Everybody Hates Chris…word on the street is, after a recent request to KRS-1 for a speaking engagement at an elementary school in the Bronx, the rapper (for decades identified with political and social conciousness) requested a pretty stiff “fee” for his appearance. Needless to say, this public school in the Bronx was unable to pay the requisite rate and the appearance didn’t happen. You’re charging to speak to kids in your hometown, the Boogie Down??? The kids NEED you! Shame on You Chris!!!

For the ladies: So You Wanna Be Fresh? Let the IRT Fresco Cartel give you our behind-the scenes wrap-up of this season’s Fashion Week, for all the hotness to expect next winter. The IRT team has several non-media hustles, fashion being one of them. So as usual, we were ever-present backstage, in the production room, at the tents, etc etc. This was one of the least exciting Fashion Week’s in quite a few seasons. Of course, our usual peeve about the stifling lack of diversity is still an issue, as well as how disturbingly underweight some of the girls are getting (yes, they are even skinnier than last September). Even non-fashion people like Dylan McDermot noticed the “dead” look, check out his quote in the April issue of W magazine.

But getting back to what everyone wants to know, what are going to be the must-haves for next fall? Boots, boots, boots…don’t worry, you’re investment in those tall conquistadors/equestrians is thriving. Next fall we’ll see more boots, including the low heeled and flat versions we love so much right now, just slightly more mannish in shape and color…we get the feeling Frye’s bottom line is about to increase back to 1990’s levels.
The palette is still dark and more dark, with tiny pops of color here and there. And thanks to the VERY downtown and buzz-worthy Matthew Williamson collection, for giving us some great non-dreary options. Zippers are EVERYWHERE, from Lyn Devon to Marc by Marc Jacobs. We loved that despite how commercial MJ now is, the collection still gave us a new view on the typical tulip dress and switches up the silhouette a little. It’s still punkish, with the ability to be dressed up with accessories. Too bad his after party took place after 24 other parties, by the last day of Fashion Week, we were all too pooped to party with Lil’ Kim and entourage. Our HANDS DOWN favorite for presentation this season was Lyn Devon. Not only did she choose a venue well off the beaten Bryant Park path (yes everyone from yours truly to WWD made the troop out to 37th and 11th to christen this artful space’s first foray into the fashion world) but Ms. Devon skipped the typical runway walk and set her girls up on an Olympic-style stage with variable heights. The girls stood stock-still while press and onlookers admired and photographed the looks. It definitely made an impression.

Sheer COLORED stockings drop freshness onto the dark heavy tights we’ve been wearing for 2 years, which aren’t going anywhere but expect them to be refreshed with color here and there. Hate to say it (for reasons to be disclosed another time) but we loved Behnaz Sarafpour’s flapper-themed show. It was pretty and elegant without over-glamorizing, and at a price-point much more wallet friendly than her similarly styled colleagues. (Big up to one of our favorite runway girls, Irina Lazareanu, who worked the HELL out of that show). Though we are married to black and red nail polish right now, we’re sensing a shift to other super-dark but more interesting colors from anthracite to deep violet. Note: your nails must be well-shaped and SHORT for these profound colors, lest you get the unwanted Count Dracula look. For a huge wollop of sophistication, we loved the Monique Lhullier collection. It makes you elegant without feeling dated. Check it out on www.style.com, we’re sure you’ll love it too.

“You have 5 seconds to stand close to an exit…it’s about to get real ugly in here…” In the words of my fellow Brooklynite and forward thinker, S. Carter, we’re putting everyone on alert. Some of you got the press releases, some of you got the emails, but nothing can really prepare you for this. It is THE next level that the community has been looking to step up to for quite some time. The mere fact that we accepted the responsibility shows our commitment to sophistication and IRT Ryddimz will continue to deliver that in every aspect. However, there are many that doubt our potential and have provided us the necessary hurdles to train for our true opposition, ourselves. The “hook me up” clubs, the “got you” clicks, and the “think I can punk him” losers, your time here is through. We’ve really had it up to here with the “can I get a DVD?” crowd too. Thats really lame, its only $10. LOL. At the very least, give us a chance to offer. On that note, peep the trailer for our most recent edition featuring Junior Reid, Shaggy and Ricky Blaze.