BUCK C. COOKE | 7.23.2008
IF YOU LIKE POP MUSIC, you’ll like Prima J, but if you like Latin-oriented pop, you'll probably love Prima J. Once they get a little maturity under their belts, Prima J will likely take their place among Latina luminaries like Gloria, Christina and Jennifer.
Prima J is the duo of Mexican-American cousins Janelle and Jessica Martinez, or “Nelly” and “Jesse” to their friends, family and fans. They hail from the predominantly Latino Los Angeles suburb of Rosemead. The girls say they're among the growing new generation of Latin-Americans who “speak English and live Latin.”
Their self-titled debut — part Latin, part hip-hop, part teen pop — is a celebration of that amalgamated cultural identity.
Prima J broke onto the scene in 2007 with “Rock Star” from the movie adaptation of the Bratz line of toys. The track appeared in the film along with several other Prima J tracks, but it's the only one included on the soundtrack and their album. “Rock Star” bounces along with a Fergie-like spring in its step.
THE FIRST SINGLE, “CORAZON (YOU’RE NOT ALONE)” is a fine midtempo example of the uplifting message Jesse and Nelly want to infuse into their public persona.
“We want to have a good time, but we also want to send a positive message to younger people,” Nelly says. “Too many people don’t know that if they set their mind to it, they can accomplish anything, just like we have.”
Jesse agrees.
“Now that we’ve gotten this far, we’ve realized that it doesn’t matter if you’re the average, girl-next-door type,” she pipes in. “It doesn’t matter what you look like or where you’re from, you should never think that you can’t accomplish something.”
Prima J goes for a harder edge on “Tame,” the next single that's an ode to getting your freak on, and “Leftovers,” an admonition to the "other woman." “Chilosa” celebrates a word the cousins coined to describe young Latinas who are “hot, spicy, loud, and independent.”
 Prima J also has eclectic taste when it comes to borrowing material. “Boom” revisits the chorus from one-hit-wonder L’Trimm’s 1988 “Cars with the Boom.” It adds modern hip-hop production and a Latin feel. “Go Hard” samples Rosemary Clooney’s 1955 hit “Mambo Italiano.” Also included is “Nadie (No One),” the Spanglish version of Alicia Keys’ smash hit from last year.
NELLY AND JESSE WERE DISCOVERED by Stephanie Ridel, a member of the '90s girl group Wild Orchid, but they got their start as children performing for their extended family.
“Prima J” was produced by Ridel and Geffen chairman Ron Fair, who has worked with artists like Christina Aguilera, Keyshia Cole, the Pussycat Dolls, and the Black-eyed Peas. Fair and Geffen are confident in the pair's success, but Prima J is still adjusting to life in the spotlight.
“None of this has hit either of us yet,” Nelly says. “I feel like I’m dreaming and someone needs to wake me up! It’s one thing to record a song and a video, but it’s another thing to hear it on the radio or see it on TV. That’s where it’s really hitting me.”
She and her cousin had better adjust quickly. The duo is wrapping up their gig as opening act for Danity Kane and was featured on the cover of Latina magazine, which boldly lumps Prima J in with celebrities like Lopez, Shakira, Eva Mendes, and Salma Hayek — not bad for two young women not yet old enough to order a margarita.
Add to that their frequent presence on MTV Tres, Telemundo, and other Spanish-language outlets, and you have the makings of a cultural sensation. The bottom line is that even if mainstream culture views Prima J as a flash-in-the-pan, the Latin market will likely keep them in good stead long enough for the rest of us to catch on.
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