In a convergence of the Jamaican genres, reggae and dancehall stalwarts Bugle, Bounty Killer, and Grammy winner Julian Marley have released the official video for their powerful track “Time Is Of Essence” over the Emancipation weekend. This noteworthy event comes just ahead of Bugle’s highly anticipated fifth studio album, “Apex,” set for release later this month. The trio’s alliance signals a significant chapter in reggae and dancehall history, blending their unique styles and messages into a compelling visual narrative.
The track, originally part of Bugle’s fourth studio album “Toxicity,” released on October 22, 2021, reemerged on the deluxe edition in 2022. “Toxicity” showcased a star-studded lineup featuring Grammy winners like Kabaka Pyramid and Beenie Man alongside notable artists such as Jesse Royal, Jahmiel, and Nation Boss. “Time Is Of Essence” further gained prominence through the “Block 9ine Riddim” compilation, highlighting Bugle’s knack for curating powerful musical collaborations.
Julian Marley’s involvement in the project adds another layer of prestige, following his Grammy win for ‘Best Reggae Album‘ with “Colors Of Royal,” a collaboration with Alex Antaeus. Producer CD Master, in conversation with Prism Marketing Consultants, shared that the song’s positive reception and international rotation were pivotal in the decision to create an official video. The vibrant streets of Kingston and St. Andrew provided a fitting backdrop, with the Icey Jace Film Factory team capturing the essence of the common man’s fight against systemic oppression.
The video, now available on YouTube, stands as a testament to the creative synergy between Bugle, Bounty Killer, and Julian Marley. Their combined energies illuminate the struggles and resilience of everyday people, making “Time Is Of Essence” not just a song, but a powerful statement on social justice and unity.
