Most girls have skilled catcalling not less than as soon as of their lives. Typically it comes within the type of awkward pickup traces, different occasions by way of unwelcome public interactions — however hardly ever are these moments ever nice. Sadly, when males are rejected in these conditions, the responses aren’t at all times respectful. Rejections are sometimes met with insults or threats.
Catcalling: A Normalised Hazard
In Jamaica and plenty of components of the world, such behaviour has turn out to be normalised. However there’s rising resistance, as these interactions can escalate into harmful conditions for ladies. The subject of catcalling continues to spark public discourse, particularly as studies of harassment develop.
Enter McKada — a rising reggae artist from Kingston — who’s utilizing her music as a platform to problem this tradition head-on. Along with her newest single, “Psst”, she delivers a robust message and advocates for extra respectful interactions between women and men.
The Message Behind “Psst”
Produced by Raymar “Gsharp” Rochester and launched by way of Tuff Gong and McKada Music, “Psst” captures McKada’s frustration with the way in which ladies are approached in public. The music displays her private experiences of being harassed whereas merely going about her day. These unsolicited advances typically disrupt her peace, and when she asserts her boundaries, she’s met with insults and aggression. Whereas she generally feels compelled to clap again, she finally chooses to rise above and promote a extra constructive path.
McKada’s story just isn’t distinctive — many ladies expertise the identical disrespect in public areas. Via “Psst”, she calls out this dangerous behaviour, utilizing commanding vocals, daring lyrics, and unshakeable vitality to specific not simply her disdain, however the pressing want to finish the catcalling tradition altogether.
A Visible Wake-Up Name
Launched on February 14, “Psst” has been receiving robust help throughout platforms. The official music video, directed by Garreth Daley, brings the message residence by visually portraying what many ladies endure when their boundaries are ignored. The video has been gaining traction on social media, significantly on Instagram and TikTok.
To help the only, McKada not too long ago launched a media marketing campaign that includes radio and media interviews, participating social media content material, and dwell performances. One standout second was her latest livestream efficiency hosted by UK-based DJ AG On-line in Kingston — a clip from the present is now going viral. She can be slated to carry out “Psst” on the upcoming Jamaica Woodland Pageant at Pearly Seaside, St. Ann, this April.
Who’s McKada?
Born Meckedah Henry in Linstead, St. Catherine, McKada formally launched her music profession in 2017 with the only “20 Gran Invoice.” She later made headlines in 2019 as a prime 10 finalist within the JCDC Pageant Tune Competitors. In 2024, she turned her focus to psychological well being consciousness within the Caribbean together with her single “Conversations”, and continues to make use of her voice to spark vital conversations and drive social change.
McKada’s “Psst” is now accessible on all main streaming platforms, and the official music video may be considered on her YouTube channel. To remain up to date on her newest releases and performances, observe her on Instagram and on TikTok.
Photographs and canopy picture courtesy of thirteenth Road Promotions
