Jesse Royal releases the music video for “Rich Forever” featuring dancehall’s self-proclaimed “World Boss” Vybz Kartel is out
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.”
“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.