Because of its history of crime and outbursts of violence, Newlands has earned a reputation as one of Portmore's toughest communities. It is where deejay Artical was raised and saw up front the struggles of the working class.

The economic and social challenges of his hometown inspired They Don't Know, his latest song.

It is produced by Alton Smith for Syn Citi Entertainment.

"Is a ting wi si fi years; whole heap a hardship an' suffering. Yuh have lotta good people inna Newlands an' so-called ghetto area, all dem want is a chance," said Artical.

They Don't Know, he noted, is all about "motivation and education".

Although he has seen his share of crime and poverty, Artical (real name Antwain Delano Morgan) refused to let it distract him from achieving. He attended Calabar and St Catherine high schools, graduating with eight Caribbean Examinations Council subjects.

Since 2017 he has juggled academics, entrepreneurship and a recording career. He has cut songs mainly for Prime Time Music, a Portmore-based label that produced Want Love, his first song.

Artical considers Twerk It, produced by Extended Play, as his most successful song to date.

While he is aiming for bigger things with They Don't Know, Artical hopes its message of empowerment will appeal not only to wayward youth, but administrators as well.

"We need more community centres which can help mek less crime, less violence, an' expose di youth dem [to more opportunities]," he said.