Reggae artist Jesse Royal partnered up with video director 300k in his latest music video for Natty Pablo. The single was released on Jesse Royal’s vevo page on 11 April and currently has 19k views.
The thought provoking video highlights a common stereotype which is not only evident in Jamaica but the United States as well. The video has Jesse moving an unknown product with a construction truck. When the truck is stopped and searched by authorities instead of finding illegal drugs, exercise books are revealed.
Jesse was born and raised in St James parish in Jamaica and I am sure he saw his fair share of the drug trade and the violence that accompanied it. However growing up as a devout Rastafarian he did see the good in his community and with this song wished to focus more on that. When his song was premiered on the Billboard Charts Jesse had this to say about his song.
“There’s good in bad and bad in good,” Royal explained about the song’s lesson. “Many teachers will come along your path, but it takes a real student to grasp the message and activate. The time for reintroducing love to the revolution is now.”
“The reality is that many Rasta have helped steer people in the right way with what they have received from Creation, helping in the advancement of the nation. It has nothing to do with illegalities or physical warfare. It’s all about good people who are sometimes nameless who have little or nothing but do so much.”
Well played Jesse on Natty Pablo and I hope people can appreciate the strong message.