DEEJAY/RAPPER Tafari has amped up the promotion of his latest single Fire by releasing a hot and eye-catching video, which was directed by his brother Isat Buchanan.

The artiste, whose hits include Rude Boy Warning and Aint No Stopping featuring iconic reggae artiste Junior Reid, says the video is in tribute to his female fanbase.

"The song and video was made for my female fan base because I am such a ladies man and I wanted to specifically target radio with this song," Tafari explained.

Fire was produced by Grammy Award-winning producer Jason Gilbert whose track record includes songs for the likes of Eminem, Taio Cruz and John Legend.

Fire can be found on Tafari's Extended Play (EP), which is aptly titled Fire. The EP has been released on his very own Rud3 Music label and has been available digitally since February. The EP has ranked on the iTunes Top 100 Reggae album chart since its release.

The video for Fire has gotten over 100,000 views on YouTube and the sales of the single have been very modest on ITunes.

The Fire EP features five songs include Cloud 9 (featuring Ce'Cile), Money In My Pocket, Good Good (produced by Tony 'CD' Kelly) and Heartbeat Of The City (produced by Miami based producer Noah Mason).

Tafari says he isn't surprised at the success of the EP.

"Given the success of the single Money in My Pocket, I expected the fans to be receptive to some more Tafari music," he said.

Tafari is the son of veteran reggae artiste Big Youth. Big Youth's latest project Life Is Not An Easy Road (commentary album) is a project coming out on Tafari's Rud3 label. Another project to look out for is his brother Isat's lovers rock EP as well as new singles from up and coming artistes under the Rud3 Music umbrella.

Tafari says he decide to start his own record label to get his music out independently.

"Operating as an artiste and being one to not sit and depend on an individual to make my life in music, works for me and doing majority of the leg work. One has to get things done with a business approach. The experience has been a blessing and I can see the fruits of my efforts," Tafari explained.