Video Me Riddim – ICI Promotion

Video Me Riddim arrived in early 2023 from ICI Promotion, a name that sits in the modern dancehall space with a small but active digital footprint. The juggling is short and sharp, with just three cuts, and that gives the whole set a lean, no-frills feel. Junior Reid’s “Video Me (Remix)” is the anchor, and it lands with the weight you expect from a veteran who came up through one of dancehall’s most durable voices. Reid, born in Kingston and long associated with conscious reggae and dancehall, gives the riddim its strongest pull.

The tracklist also includes Sacaj’s “Toxic” and Sample King’s “Video Me, ” which is enough to show the project wasn’t just assembled as a nostalgia play around Junior Reid. Sample King has been pushing his name more deliberately in Jamaica in recent years, after earlier years working from Canada, while Sacaj has already been tied to ICI Promotion on previous recordings. Both artists bring a younger, more contemporary dancehall texture to the rhythm, though Reid’s remix remains the headline cut.

Sound-wise, Video Me Riddim sits in straightforward dancehall territory: driving, uncluttered, and built for quick juggling rather than heavy arrangement changes. The title track’s hook gives the release its identity, while “Toxic” adds a colder edge and Sample King’s version keeps the pattern moving with a more direct singjay delivery. It’s the sort of small-riddim package that works best when the vocals are distinct enough to separate the cuts, and that is exactly what gives this one its shape.