GRAMMY-NOMINATED reggae artiste Etana is inviting listeners to pause, reflect, and question the forces shaping their lives with her latest single, Do You Know, released worldwide on June 26.

The song was born from a moment of early-morning inspiration that Etana says was too powerful to ignore.

“These lyrics woke me up out of my bed around 4:00 am. The message was so strong that I could not snooze nor ignore it. It’s sad to see the world heavily influenced by negative and dark messages flowing through their airwaves and social media,” he said.

Built around powerful songwriting, vivid imagery, and Etana’s distinctive vocal delivery, the song examines a world in which profit can often take precedence over principles, and authentic voices risk being drowned out by an overwhelming stream of information and entertainment.

At the centre of the track is a thought-provoking chorus that challenges listeners to consider whether they are truly aware of the direction in which their lives and society are heading: “Do you know where you’re going to? Do you see the things that they are showing you?”

Throughout the track, the artiste balances urgency with compassion and conviction with vulnerability, using her voice to examine the realities of modern life while leaving listeners to draw their own conclusions.

The song also reflects Etana’s continued commitment to conscious music, a tradition that has long been an important part of reggae’s global influence.

“Rather than simply entertaining, Do You Know seeks to challenge audiences to become more aware of the information they consume and the forces that influence their perceptions of the world,” the entertainer said.

For Etana, the song’s message is particularly timely as social media and other digital platforms continue to shape how people consume information, culture, and entertainment.

“Early reactions to the song have described it as a mirror held up to society and a wake-up call for our times with listeners also praising its ability to remain with them long after the final note,” she added.

— Kediesha Perry