The admiration and respect that members of the music fraternity have for reggae/dancehall artiste Bugle was felt on Wednesday night at the launch of his fifth full-length album Apex.

Held at Di Lot on Constant Spring Road, the launch, which was coordinated by ARTS Chic, saw a number of entertainers, producers and media in attendance.

They include Laden, Mr G, Bounty Killer, Jahshii, producer Mikey Bennett, media practitioner Tricia “Sparks” Spence, Beenie Man, Nitty Kutchie, Harry Toddler, Laa Lee, and Voicemail member Qraig.

Dancehall veteran Bounty Killer, during his endorsement of Bugle and his work, chided selectors and disc jocks for only highlighting reggae during the early segment at an event. The self-styled Warlord reasoned that reggae should be given ample attention in prime time.

“Mi nuh waa nuh bwoy gwaan like a when we a warm up party wi a play reggae. Reggae playing all time. Yuh have di warm-up reggae and the storm-up reggae… Waa reggae play inna di middle and the heart of the juggling too. A it a the heart a di people. It’s a core music. So dats one of the problem. Mi see Afrobeat a play inna di middle a dancehall, weh reggae deh? And waa help distinct or extinct the music, stop it… We are here to show love to our brother Bugle and his music,” Bounty Killer said amidst cheers from those in attendance.

The 16-track Apex features collaborations with Maxi Priest, Buju Banton, Damian Marley, Tifa, Capleton, Barrington Levy, and Rory Stone Love. It was released on August 23 via An9ted Entertainment/Evidence Music.

Apex also shines the spotlight on up-and-coming acts, among them Chaps, GiHrl, and reggae mainstay Ras Shiloh and Military Man.

“Apex is the highest peak, and I think this album is really a high peak for me, even in regards to the people that I have on there. And mi think da album ya a one a mi baby projects dem, so to speak. Mi put a whole heap of thought into it — the messages, the melodies and the production,” Bugle told the Jamaica Observer at the launch.

He said the album took close to six months to complete and his collaborators were more than willing to participate in the project.

“Having my peers on this album is one of the greatest feelings. A love and respect alone can do that. A respect get mi di love, and respect goes beyond weh the eyes can see. The life weh mi live, the kinda music weh mi do. Mi stay true to meself. I am still as relevant as any young artiste. Mi stay true to the game of music,” Bugle reasoned.

He added: “Mi feel good fi know say mi can even hold my balance and never get carried away no matter who or what is hot. Mi nuh waa run di place. Mi nuh waa have surface music, mi waa have lifetime music.”

Towards the end of the formalities Bugle performed a slew of his well-known songs as well as songs from the new album to the delight of his fans.