Jesse Royal releases the music video for “Rich Forever” featuring dancehall’s self-proclaimed “World Boss” Vybz Kartel today. The latest single from his anticipated second album Royal, out June 11, 2021 via Easy Star Records, carries the message that riches do not only reside in physical objects, but in hard work and faith.
Directed by Xtreme Arts, the video portrays Jesse Royal as King Midas, where he turns rags to riches through his touch. Xtreme explains, “We both collectively with Romeich came up with the concept of the Midas touch. Midas touch is simply uplifting someone’s life with a single touch. Everyone deserves to look and feel like they are the best at their job or who they are as a person. We all are rich in some way, not just money but mostly, in love.”
Jesse explains “the song is a conversation about the restoration of our royalty, reclaiming dignity. We must always be our brothers’ keeper and you don’t leave your brother in the mud. You remind your brother of who he is, not who they tell him to be, not who he sometimes might want to be. But who he is! We are all carefully crafted creatures of the universe and there’s nothing that can hold us back. We’re rich forever.”
The video was shot in the hills of Kingston, Jamaica, and features cameos from dancehall star Popcaan and reggae contemporary Protoje, who is also featured on “LionOrder” from Jesse’s upcoming album.
WATCH “RICH FOREVER” HERE
Following the video, Jesse will release another brand new single from Royal. This Friday, May 14, he unleashes “Dirty Money” featuring Ghanaian artist Stonebwoy.
The album title Royal describes the quality of music he’s making but also offers a succinct definition of Jamaica’s signature beat. “Reggae is a different tone, a different feeling, a different mood. It speaks to you in different ways, it is definitely royal music,” says Jesse. Jesse adopted a new approach for creating the songs on Royal, collaborating with like-minded colleagues and just letting the creativity flow. The result is 11 tracks that incorporate live instrumentation and programmed riffs, experimental and traditional sounds, all of which contribute to Jesse’s most impressive body of work to date. The messages delivered throughout Royal are militant yet divinely inspired, profoundly moving and politically provocative, while the album’s multi-textured sonics are rooted in reggae but also incorporate a 21st century burnished palette of influences.
Pre-order Royal
