Buoyed by the feedback he’s been getting since his “Kotch di hat” slang went viral, dancehall artist Valiant has set his sights on stardom.
“The goal is to take advantage of the attention I am given to provide quality music to the fans and retain the fan base. The attention has mainly come from slang and many people do not yet know my music, but the love is shown because of the quality level of the music provided,” he said.
Valiant is a member of the 1 Diplomats, having left the unruly camp led by Popcaan two years ago. The slang originated in a 12-second video that shows Valiant being greeted by Fada Dipo, who is off camera. Responding to Fada Dipo, Valiant, who was having fun at his birthday party, said “Yuh ketch the hat is a lie. Rich a lie, Fada!” Slang has taken off on social media platforms, especially TikTok and Instagram.
“Kotch di hat” is now a popular catchphrase in everyday conversation.
“Slang will help with branding and enable musical growth. Slang is just a stepping stone to turning fans into long-term supporters through music,” he said.
Stony Hill native St Andrew, whose first name is Raheem Bowes, said the creation of slang was purely organic.
“It was my birthday and I was going wild with my friends and they were filming. We were also doing a video shoot. He just yelled at me because he made a video, and it came to me. I just say ‘kotch di hat’, because my hat went kotch, and I say, “rich a lie” Rich, of course you’re rich, and you know the phrase, a lie, and I just laughed because as you see me in the video, mi did good [ Jamaican term for intoxicated],” he shared.
The up-and-coming artist said he was reluctant to release the video.
“A mi fren dem a say post the video man because I never posted it because the back of my shirt was sweaty, and I never liked it, and dem a say post the video, so people can see say a work you a work,” he said.
“I see my career unfolding internationally, billboards, Grammys and other accolades. I imagine myself on multi-national world tours. The goal is to conquer Jamaica and the Caribbean and make a transition to the international scene,” he added.
Valiant is currently promoting its latest two releases, Sainte Marie and North Carolina.