Reggae star Jesse Royal is a modern-day King Midas in the just-released official music video for Rich Forever featuring Vybz Kartel. 

The latest single from his anticipated sophomore album Royal, carries the message that riches do not only reside in materialism, but also through hard work and faith. 

Directed by Xtreme Arts, the video, released on Monday (May 10), portrays Jesse Royal as the legendary king who turns rags to riches through his touch.  

“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,” Xtreme explained.

On the single, Jesse remarked, “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 St Andrew and features cameos from dancehall star Popcaan and reggae contemporary Protoje, who is also featured on “LionOrder” from Jesse’s upcoming album.

The 32-year-old musician is on a roll as Jesse is set to release another brand new single from Royal. This Friday, May 14, he unleashes “Dirty Money” featuring Ghanaian artiste Stonebwoy.

The album title Royal describes the quality of music he’s making but also offers a succinct definition of Jamaica’s signature beat. 

“Reggae is a different tone, a different feeling, a different mood. It speaks to you in different ways, it is definitely royal music,” the artiste, born Jesse David Grey, explained. 

Jesse adopted a new approach for creating the songs on Royal, collaborating with like-minded colleagues and just letting the creativity flow.  

The results of which is an 11-track project that incorporates live instrumentation and programmed riffs, experimental and traditional sounds—all contributing to Jesse’s most impressive body of work to date. 

The messages delivered throughout Royal are militant yet rooted in Rastafarianism, profoundly moving and politically provocative, while the album’s multi-textured sonics remain steeped in reggae but also incorporate a 21st century burnished palette of influences. 

Check out the video below: