On Monday, militant Rastafarian singer Jah Izrehl kicked off the new year with the release of a radical new single, Social Media (How Unu Dweet), a bold critique of modern digital culture. The track, produced by Greezzly Productions, sees the outspoken artist taking aim at so-called social media influencers who, he argues, prioritize clout-chasing over meaningful contributions to society. “Social media make everyone think dem a celebrity, but what have they done worth celebrating?” he questions in the song, lamenting the flood of negativity, materialism, sexual immorality and what he sees as moral decay online.
Accompanied by a visually striking video directed by Jay Glimps, Social Media (How Unu Dweet) has sparked passionate discussions, with fans hailing Jah Izrehl as a fearless truth-teller. One YouTube commenter declared, “Social media has been the demise of the people. Some nuh understand dem a live in an illusion.” The track serves as the first single from his much-anticipated album, Kippi Fyah Red, set for release in March. Given Jah Izrehl’s track record of addressing societal ills, expectations are high for the project to deliver more thought-provoking commentary.
This is not the first time the Spanish Town-based artist has used his platform to challenge mainstream narratives. His 2023 single Culture, produced by Fx Rhulez Music, took aim at what he called a decline in Jamaican values, condemning the rise of “dunce” culture, witchcraft references in dancehall, and the overemphasis on sex and materialism. “Dat a nuh we culture dawg, a bag a dunce bat a do witchcraft,” he declared on the track, which resonated with fans, racking up thousands of views on YouTube shortly after its release.
Jah Izrehl’s brand of militant reggae continues a long tradition of artists using music as a tool for social awareness, much like Peter Tosh and Sizzla Kalonji before him. With Kippi Fyah Red on the horizon, he appears poised to keep the fire burning, unapologetically challenging the status quo while rallying for a return to righteousness. As the digital age reshapes cultural norms, Jah Izrehl remains steadfast in his mission—delivering a raw, unfiltered perspective that refuses to be silenced.
