Priya Ragu – “Start Again”

SXSW 2022 - OEB Score: 8; Popularity Index: 8 

Pairs Well With… Jain, Haiku Hands, Snoh Aalegra

Swiss-based Priya Ragu is a solid electro R&B singer, but she really stands on the tracks that incorporate Tamil rhythms, hip hop, ambient swirls. “Lockdown” on her new album damshestamil, is a good place to start with its raga beats that reminder of a similar  OEB favorite, Jain, from a few years ago. “Chicken Lemon Rice” is another joyous song with what sounds like dancehall influences. Lastly, her previous hit, “Good Love 2.0” makes subtle use of tablas, the clay drums of South Asian music. “Leaf High” is a more straightforward R&B number with jazzy, spacey beats, and hip-hop verses courtesy of her brother and producer Japhna Gold. The closer on the album, “Santhosam” shouldn’t be overlooked either. Sung entirely in Tamil and co-written (and sung) with her parents, it features flute and cymbals, plus sharp yells – into a rich mix that reflects her heritage in purest form. Ragu should put on a good live show. The songs have hooks and there are some fun call-and-response harmonies and the hip-hop adds some needed variety. (David Zlotnick)