Ōtautahi is the home of Fijian born CH!EF, real name Ratu Cokanasiga. This guy is a true R & B performer, delivering a rich, Polynesian timbre baritone, smooth like a flat white from Cuba Mall, velvety like something velvet.

Bringing a clear, South Pacific influenced touch of reggae to the underlying R & B style, CH!EF‘s new single Love You Like I Should is a slick number, produced exquisitely and infused with a warm, happy travel with the singer vibe. It’s a love story, a love story about finding amour under the worst possible circumstances, according to the man himself. Lyrically poetic and poignant, the melody is inspired by and brings forth into the minds eye the imagery of those beautiful islands nearby to where I type this review, and is supported by a fabulous, lightly humorous promo video set in his home town.

Lucent Films director Ethan Harris delivered the goods for the video. In it CH!EF is surprisingly not the lead male role: playing the lead male support instead. The lead roles are charmingly played by actors, giving us two unlikely souls finding an attraction and affection over text that, despite all the young fella’s misfortunes throughout the video, blossoms. All roles are played by Polynesian actors. The lead male actor’s tattoos are stunning. He plays his role with humour, warmth and you cannot help yourself but to be rooting for him from the get go. It’s on the You Tubes, so go find it.

CH!EF‘s friend and mentor Vince Harder co-wrote the song, and produced it in his studio in Tāmaki Makaurau. What a great job. Instrumentally subtle yet driving, it’s a chocolatey warm R & B/reggae blend that carries the lilting melody along with a pleasant beat. And always that baritone lead vocal, just compelling you to keep listening. Terrific.

This is a surefire hit single. We’re going to hear this on Mai, ZM, More FM, NuiFM, 99bFM, RadioActive, and so forth. We’ll see the vid on the telly. This is too good, too well produced and smooth, to miss. This is for the dance clubs, and for the barbecue, and the car with the windows down.

It’s on the Spotty Fly already so off you go now. CH!EF – Love You Like I Should. Tell them Jack sent you.