Pump Up’s a hit

Rising newcomer Soun Bwoii, who scored a viral hit a little over a month ago with Pump Up, says a career in music was inevitable as he grew up around music and the creative arts.“My father was a rapper, who also went into music production. One of my sisters is a photographer and the other is a fashion designer. My mother worked in media in Jamaica and in Atlanta. So, growing up, I always tried to find what would be the thing for me — whether it was playing basketball or singing — and one day I just started singing and deejaying,” Soun Bwoii said in a recent interview with the Jamaica Observer’s Splash.Released on March 29, the official audio on YouTube for Pump Up has so far racked up more than 2.7 million views. Over on social media platform TikTok, the song continues to trend with over 100,000 people having used the song in their videos.“I always wanted to make an impact on people in a positive way from I was a child, and music was the career that I was most comfortable with, so that’s what I chose,” Soun Bwoii explained.In April, Pump Up went as high as #14 local YouTube Trending for Music chart.He explained how the idea for the song came about.“I was in the gas station pumping gas and an elderly white woman came out of her car and she said to me, ‘You’re a handsome young man. I’d like you to pump me up,’ and right away I said this could be an idea for a song. I thank that little old lady for what she said, because the song has been a game-changer for me,” said Soun Bwoii.Born in the United States to Jamaican parents, Soun Bwoii moved to Brown’s Town in St Ann at the age of two. He attended York Castle High and later Calabar High. He now shares his time between Jamaica and the States.“The response to Pump Up has been mind-blowing actually, and although it’s a girl song, everyone can relate to it. That’s my goal as an artiste — to do songs that are relatable,” he said.Although the journey hasn’t been an easy one, Soun Bwoii is determined to make the most out of the opportunities that are coming his way.“[It’s] been a learning experience. I feel like I learn something every single day. Jamaicans are a very unique audience and they’re hard to please. Once you get their attention it’s just to maintain the attention. I’m finding a good balance between what I like and giving the people what they want,” Soun Bwoii, who said his target demographic is primarily females, explained.The artiste shared that he is not surprised that the song blew up on TikTok.“[T]he success is something that I never had before, but I am not surprised that it gained so much traction on TikTok. People are starting to realise the power of TikTok and social media platforms. I feel it was surreal the time it happened. Within a month it had a million views with no form of promotion and no assistance from anyone. Its success came from the ground up and people appreciated the song for what it was,” he said.The deejay, who defines himself as humble and motivated, said he was always hungry for success.“I’ve been doing this for years and you have to go through the growing pains. It fuels you as a person. Once I stayed motivated and humble it worked out for me,” said Soun Bwoii.Now 22 years of age, Soun Bwoii went to an audition for the Magnum Kings and Queens of the Dancehall competition when he was 8 years old.“I showed up at the audition and they told me to come back when I was older,” said Soun Bwoii, whose real name is Umar Dixon.“I want my name to be a household name. I want to represent my country [Jamaica] through music. I love this country and what it offers to the people who live here,” he disclosed.