Omarion's Feelin' It
Entertainer embraces reggaetón culture in film out today
By JOEY GUERRA
Copyright 2007 Houston Chronicle
Omarion knows his way around a sweaty R&B groove. No surprise there: He's scored hip-swiveling hits with defunct boy band B2K and as a solo heartthrob.
But the droning rhythms of reggaetón proved a new challenge. Omarion had to master the sound (or at least look like he'd done so) to convincingly play an aspiring reggaetónero in the music-fueled flick Feel the Noise, which is in theaters today.
Omarion was intrigued by the exotic air of unfamiliarity and says it was one of the first things that attracted him to the script.
"Because of Daddy Yankee and Pitbull, of course, I've heard (reggaetón)," says Omarion, whose decidedly nonmusical last name is Grandberry. He often attaches it to TV and film work for a shot of serious-artist shimmer.
"But I wasn't too familiar with the culture behind it. Really, I just looked at the script, and I thought it would be something different for me."
Omarion plays Rob, a young rapper whose career gets sidetracked by violent gang threats. His frantic mother ships him to Puerto Rico, where Rob has a reluctant reunion with his estranged father, Roberto (Giancarlo Esposito).
Rob also meets a half-brother, Javi (Victor Rasuk), who introduces him to reggaetón. The siblings immerse themselves in the music and generate interest from a hot-shot producer.
Back in New York, Rob and Javi have the chance to advance their budding careers. The aforementioned street thugs are also awaiting Rob's return.
The film was shot in June and July 2006 and coproduced by Jennifer Lopez. (It was originally titled Reggaetón). It's the first to emerge from the big-screen division of Sony BMG Music Entertainment, home to reggaetón acts Voltio, Calle 13 and Alexis y Fido.
"I can truthfully say that, yeah, it did have something to do with me wanting to read the script, knowing that (Lopez) was attached to it," Omarion, 22, admits. He says Lopez's multimedia career resonated with his own aspirations.
He made a big-screen leap with 2004's U Got Served. Critics served it a unanimous beating, but the dance-heavy flick still made more than $40 million.
The sun-drenched, Puerto Rican flavor of Feel the Noise was, for Omarion, pure bonus. It was the first time he'd visited those Caribbean shores.
"We went out. I danced with some of the seńoritas. I had to learn a little Spanish. They have a slang — que la que ay, ya tu sabe — that's like, 'What's up?' It was cool. Everybody out there was just mellow."
Omarion's music also continues to flow into creative new areas. He teamed with longtime friend Bow Wow for Face Off, a new disc due Dec. 11. Bouncing new song Hood Star recently premiered online.
"I can't wait for the people to hear it," Omarion says. "This is not your typical album. This is an event record."
And don't be surprised if the reggaetón flavor invades Omarion's future solo work. He digs Voltio and Calle 13 and wants to know "who's going to be the next, hot female that maybe I can do a collaboration with."
"Music is everything. It's really where I've gotten my most recognition," Omarion says. "It's amazing in how many different cultures music can touch people's lives."