By Desiree Hoy, Staff Writer
One of the newest Canadian artists on the scene is Jahron Braithwaite, better known by his stage name PARTYNEXTDOOR. He goes by many names including Party, Fiesta, and my personal favorite Sauga City Kid. Sauga City is the name used by this artist to speak on Mississauga, Ontario, which is a city just west of Toronto.
His first EP self-titled PARTYNEXTDOOR received great reviews and did pretty well on the billboards considering that it was initially released as a free mixtape. His first studio album titled PARTNEXTDOOR TWO was released in July of 2014 and received moderate reviews. His music is in its own genre, because it is electronically infused R&B. He brings an undeniable honesty to the party mix and a Sauga City perspective that people seem to appreciate. Party’s highly-anticipated second studio album is scheduled to release by summer 2015.
He is signed to October’s Very Own record label along with other up-and-coming artists such as P. Reign, ILOVEMAKONNEN, The Weeknd, and of course Drake. He has gained a fast growing American fan base due to his affiliation with this label and its artists. He produced and sang background vocals on Drake’s last album “Nothing Was the Same” and also Drake’s latest smash release “If You’re Reading This It’s too Late.” Since his signing Party has become a major asset to the label producing and writing not only his own music, but a great number of his label mates as well.
What I find fascinating about the artists on the OVO (October’s Very Own) label is that they manage to make themselves an individual brand. What I mean is each artist has created their own style, clothing brand, and fan base. Although, many of them share fans due to them all being western Toronto natives, Party’s personal brand is PARTYOMO which means “On My Own,” and his clothing brand is called Ferina.
In an effort to make his clothing brand a success, Party has named a song after Ferina, calling it “Ferina Forever.” His label mates have done the same, this includes the label itself with the grand opening of the OVO clothing store in Toronto this past fall. This label’s success at individually branding each artist is a small sign of a takeover if you ask me. Party is now on his world tour “PND Live” which includes a stop in Detroit, MI. Tickets are still available for his concert at Saint Andrew’s Hall on March 8, 2015 at 8:00p.m.