Known for some of the most thought-provoking compositions in the reggae and dancehall space, prolific singer and songwriter Bugle, last week enlisted the services of noted film studio Damaniac Visualz for his latest music video titled ‘24HRS’. Shot throughout the Kingston and St. Andrew metropolis the visual tells a tale of what could occur if civil servants and members of the wider society decided to rescind their services, bringing the nation’s productivity to a halt.
Walking through the seemingly deserted streets of Downtown Kingston Bugle sings,
“What if we all just want to take a rest and no one goes to work, then the consequences might hurt someone deeper than ourselves. What if the man who cleans the road him no decide fi sweep and the cops them inna the jeep decide fi sleep. Pastors weh fi preach decide to feast, if teacher no go and teach the misguided kids. Doctors stop study indeficiency get preoccupied from preventing yeast or any new form of pandemic disease.”
Ironically, though the song was recorded nine months prior, it seems the ‘Rasta Party’ hit-maker had a clairvoyant moment about what was on the horizon as his narratives befit the current global pandemic.
When asked about the concept of the song Bugle stated, “When you hear this song people may think I recorded it for the pandemic but the truth is, this was done nine months ago and is featured on my ‘Picture Perfect’ album released August 2019. This particular song I did because there are so many different types of music out there and I just wanted to present the people with something that would make them think on a deeper level.”
Alluding to the video he added, “What is even more ironic is after recording the song the concept I had for the video is exactly what we see being played out in real life, the entire society on lockdown. A video is important for a song like this because not everyone will listen to what you are saying but when you add visuals it makes the presentation more impactful.”
Released last summer Picture Perfect, the 20-track compendium and arguably Bugle’s best work yet debuted at No.4 on the iTunes Reggae Album Chart and No.20 on the Reggae Billboard Chart. His third studio effort, the album was also shortlisted on the Grammy Reggae Album list at No.11.
