Dancehall artiste Rugged Boss has a message for the youth of Jamaica. He says: Work hard to accomplish your goals and objectives.

His latest single Run In, produced by Doni Music Productions, delivers that poignant message in his mission to inspire the youth.

“The inspiration for Run In came about based on what I saw happening around me as a youth while growing up in the ghetto. The takeaway message would be for the youths, in general, don’t let anyone ‘programme’ you, have a mind of your own, work hard for what you want, and power up yourself mentally, financially, physically and emotionally,” Rugged Boss explained.

The artiste, who is originally from Arnett Gardens, resides overseas but returned to Jamaica to shoot the video for Run In. He went straight into the inner city to capture the message of the song.

“We did the video for Run In between Trench Town and Cassava Piece. We wanted some authenticity in delivering the message of the song. I am proud of what the finished product looks like, and I know the fans will also appreciate it,” Rugged Boss told the Jamaica Observer.

Run In was released on January 24.

The singer got his entry into music at an early age while growing up in the church. He also sang on local stage shows within his community.

“The journey has been great musically. You learn a lot, good and not so good experiences, which come with the territory. But, in general, it has been a good journey, and the journey continues until that hit song,” he said.

The artiste is continuing the effort to change lives through music and the year 2025 is fraught with opportunity. This manifests in the songs he has produced.

“We released a couple singles like Defense [and] Pole, which did well and garnered a good amount of attention to the brand Rugged Boss. This year 2025 is going to be even more productive. I’m excited and looking forward to bigger and better outcomes musically,” said the artiste.