The current pandemic has forced many in the creative industries to think outside the box as they promote their brands and products.

For reggae artiste Jesse Royal, who recently launched his album in Miami, Florida, the key is getting the word out to key constituents

“We are definitely getting creative in terms of ways we promote and the way we present the body of work. We’re definitely going on the road and doing a lot of interviews and more culturally relevant things. As well, we’ll be working with our foundation [Palace Pickney] and other organisations. We’re going to find new ways of intertwining the messages and pushing the mission forward, because what we do is a very holistic thing. The album is one arm, the foundation is one arm, the books are one leg, and the reasoning is another. Whatever it is, we will find a way, but this will get to the people,” He shared in an interview with the Jamaica Observer

The new album Royal is the follow-up to his Billboard chart-topping release Lily of Da Valley. It has fourteen tracks, including collaborations with Protoje, Stonebwoy, Vybz Kartel, Runkus, Samory I, and Kumar.

According to Royal, he has grown musically on his latest project.

“I know how I’ve grown musically in terms of just experience, exposure. The confidence that I have now in using different ingredients, trusting melodies, and being very clear with our perspectives, while being vulnerable in our art. But, at the same time, I leave that up to the listeners. It’s the listeners’ interpretation of the art that sometimes decides what their perspective of you is. I definitely know where we’ve grown but we still just give the people honest work and allow them to digest it and see us from where we are. Everything is like a oneness. Yesterday has to go on for today to reach, and today is still a part of tomorrow,” he stated.

The project was launched last weekend at the Oasis Wynwood. Among them were entertainers Konshens, Kumar, Jo Mersa Marley, Protoje, Lila Ike, Alandon, Shaggy, and Kemar Highcon.

“It was truly exhilarating because, for me, connecting with the people and feeling their energy is something that is crucial for my creativity and my relationship with the fans. I like feeling their energy, so being able to connect with people, for me, was literally a very high feeling. It was almost like falling back in love again, definitely a very profound thing. There’s nothing like being on stage and connecting in a real way with the audience,” he said.

He added, “For me, one of the highlights of the launch was, firstly, seeing that many people gathering in the name of reggae music in Miami. It was definitely a good vibration for me and it’s good to see the people are yearning for reggae music. The next highlight would be seeing all my brothers and sisters join me on stage and for the celebration of this release. From Protoje to Lila to Shaggy to Kema, Konshens to Angela Hunt to Kabaka Pyramid, Jo Mersa, to Kumar, to Runkus supporting the movement and the mission was a great thing.”

During the launch, Jesse Royal performed songs from the new album, including High Tide or Low, Natty Dread, Home and Dirty Money. He also ran unchecked through his better-known songs such as Generation, Modern Day Judas and See us Through.