Reggae superstar Jah Cure strikes again with his music video for the single Wake Up, released Friday, January 24 on TVJ’s Entertainment Report.
The video was shot in November in two Kingston locations. The sun rose on the crew at 4th Street, Trench Town and set with the crew wrapping up in Cockbun Pen.
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The video highlights the artiste’s interaction with his fans coupled with a smooth voice and relaxed style while seeing the need to eradicate poverty in the society. “People are going through a lot and the earth needs replenishment right now,” explains Jah Cure who feels there is a great need for addressing poverty as Wake Up does.
The single, filmed by Belgian director Alain ‘Skanka’ Hottat, features Jah Cure growing up in the inner city. Inspired by a sound system he begins to write music and matures into the reggae star he is today. The set was saturated with talent as the shoot was supported by fellow directors Mykal Cushnie and Gareth Daley as well as Tarrus Riley and Dean Frazer.
Wake Up is featured on the Sweet Personality album produced by Nature’s Way Entertainment Records, also featuring a range of artistes including Wayne Wonder, Lutan Fire and Zamunda.
“Nature’s Way Entertainment chose me for the song,” Jah Cure explained while acknowledging the fulfillment of his vision for wanting to do something out of the box by working with director Skanka for the first time.
Skanka evaluated the chemistry on set as being ‘smooth and perfect’. The director, who has been residing in Jamaica for the past 25 years, has worked extensively with artistes such as Zacheous, Kiddus I and Scratchylus, Shocking Murray and Alva who is featured on the album. Nature’s Way Entertainment, run by duo Garfield and Sonya Cowan, is expected to release more singles by the end of the year. The label has other released records such as Chezidek’s Save My Life, Chevaughn’s Mercy as well as recently released Busy Signal’s You and Me.