MUSIC producer Robert Livingston admits he has a lot of work to do in order to make his latest charge a major star.

Livingston, best known for his work with Grammy winner Shaggy, recently signed on as manager for singer Jah Cure.

LIVINGSTON… Jah Cure will have to work even harder, reaching out to his audience, particularly females

“I’ve got a lot of work to do,” he tells Splash, in the lobby of Usain Bolt Tracks and Records venue on Tuesday night. “But I strongly believe he can be the next big thing out of Jamaica.”

Livingston says Jah Cure had long asked him, but the time was never right.

“I never just take up an artist and sign them. I have to study the character to see if they have what it takes. We have been talking seriously for six to seven months now.”

And does Jah Cure have what it takes?

“He is definitely a unique artist with potential, talent and charisma. I am still trying to figure out this character in order to carefully plan his career,” Livingston responds.

For Livingston, there is no cookie-cutter formula for success.

Jah Cure

“What worked for Shaggy will not necessarily work for Jah Cure,” he states.

Livingston admits that Jah Cure’s stint in prison on rape charges (which ended in 2007 when he was released on parole) definitely makes his job harder.

“Without a doubt it makes the task more difficult. Jah Cure will have to work even harder, reaching out to his audience, particularly females, so they come to like his music and have no fear. That perception of him as being arrogant and difficult to deal with will also have to be addressed,” he explains.

Shaggy

Livingston has assembled a new band to back Jah Cure and is looking for a number of what he calls “platform shows”, both locally and overseas, to showcase the artiste.

“It is really a little late to go after the major festivals this summer. But we do have some spot gigs that we will be honouring in Europe. I don’t want to do anything in a rush and then it’s not in the artist’s best interest, so right now we are just looking to build the brand.”