When Colombian-bred Heartan Lever Criado, better known as 'Jiggy Drama' was growing up, he never dreamed he would become a singer and entertainer.
"I was more into basketball and sports," said the 28 year-old Criado.
But in 1996, when he turned 13, he listened to an album his father played from the band, The Fugee and it changed his entire outlook on life.
"I thought to myself, 'wow, this is my dream. I want to be a musician,' " he said.
His father, who used to play music from Kool and the Gang, Óscar D' León and Diómedes Díaz, started to influence his son's growing love for music. On Sunday evenings and most nights during the week, he would take him to the beach for dance parties. It was then, Criado listened to the sounds of 'hattian compa', reggae and 'Jamaican dub' music.
When his mother learned of his evening escapades to the beach, she disapproved.
"My mom didn't like the idea that I was getting more and more involved with music. She wanted me to be an engineer -- or something that had nothing to do with music," Criado said.
But, Criado was developing a strong love for music and he wanted to make it a career.
"I think all parents want the best for their kids, especially when most people don't make it in the music industry," he said.
Born and raised on the island of San Andrés, off the coast of Colombia, Criado listened to a mixture of music that represented the diversity of the people on the island, including the musical influences that came along with the influx of tourists.
"I was raised in the Caribbean. San Andrés is an island that could be a world of its own. There were so many different varieties of music and they all influenced me in one way or another," said the singer.
On that same island, many people, including close friends, neighbors, classmates, and even his father at one point -- considered making music a career path and failed.
"Most of the musicians on the island are on the street working and doing something else with their life. They didn't succeed in music and my mom always told me she didn't want me to end up like that," Criado said.
In pursuit of his dreams, he fled to Bogotá, Colombia and met with CEO's of recording companies pitching them his music idea.
In the beginning, they resisted the alternative-urban music he created and denied signing him on.
"All of them wanted me to be something that I am not. They wanted me to wear the bling, bling and be like the Colombian Daddy Yankee or be a reggaetón type of rapper and I am not like that. I am not here to try and fit an image that someone else has already made for himself," he said.
Finally, in 2004, Jiggy launched his music on Myspace and Facebook, creating a new image for himself and his music. It was an instant sensation with the fans.
"I think people are tired of listening to the same beat of other Latin American artists. I am different and my music is different and I am happy that people really dig it."
A few weeks ago, MTV Tr3s described him as the "real deal" when he launched his latest album, 'Nerdside.'
"I think fans can identify with my music. Especially because my songs are different and I say things in them that most artists wouldn't dare say in their music. But, I am a very blunt person and if I need to say something, I will," said Criado.
His music, though largely urban alternative, incorporates a fusion of hip hop, dance hall and reggae.
"My musical influence mostly came from 'la música negra' (the Black music)," he said.
So far, he has traveled everywhere in Latin American including Paraguay, Ecuador, Perú and parts of the Caribbean sporting an attire that is not so 'bling-bling.'
"When I was going to school, I was a big nerd," he admits.
"I was the only one that wore glasses and my classmates made fun of me, so I thought it would be good to make it my look. I want people to see that just because I play urban music in a different way that is not mainstream, I can also have a look that is not so mainstream. Wearing my big glasses and the tape between them is way different," said Criado. "I guess I am making 'nerd' cool again."
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