In a remarkable convergence of reggae and dancehall royalty, Bugle, Bounty Killer, and Grammy-winner Julian Marley recently joined forces to shoot the official video for their collaborative track, “Time Is Of Essence.”
This dynamic collaboration marks a significant milestone, especially since it’s the first visual effort for both Bounty and Julian since the start of the new year, coupled with Julian Marley’s recent triumph at the Grammy Awards for ‘Best Reggae Album.’
Originally featured on Bugle’s fourth studio album, “Toxicity,” released on October 22, 2021, the song reappeared on the album’s deluxe edition the following year. Bugle’s album boasts an impressive lineup of artists, including Grammy winners Kababa Pyramind and Beenie Man, Grammy nominee Jesse Royal, as well as other notable talents such as Jahmiel, Nation Boss, Adeana Myrie, Spanish singer Doris, Bobo Dale, Bobo Flames, and Karims. “Time Is Of Essence” also appeared on the “Block 9ine Riddim” compilation under the Inna Mi House Music imprint.
Julian Marley’s recent Grammy win at the 66th Grammy Awards ceremony on February 4, 2024, further elevates the anticipation surrounding this collaborative project. His acclaimed album, ‘Colors Of Royal,’ a collaboration with Alex Antaeus, solidifies his status as a reggae luminary.
Producer CD Master, speaking with Prism Marketing Consultants, revealed that the decision to shoot the official video was propelled by the overwhelmingly positive feedback the song has garnered since its release. “The feedback is great, and the record has been getting a lot of local and international rotation, which became a deciding factor in shooting the video,” he expressed.
On Thursday, February 23, the vibrant streets of Kingston and St. Andrew became the backdrop for the video shoot, orchestrated under the meticulous direction of the Icey Jace Film Factory team. With the creative energies of Bugle, Bounty Killer, and Julian Marley consolidating against the urban landscape, the video promises to encapsulate the essence of their collaboration.
Anticipation mounts as fans eagerly await the release of the official video, slated to debut in March. CD Master, reflecting on the project’s significance, shared insights into his future endeavours, hinting at forthcoming releases from esteemed artists such as Sizzla Kalonji, Bugle, Tanya Stephens, Luciano, Demarco, Etana, and Serani, among others.
