WATCH THIS: Yaadcore x Damage Musiq “Genuine” Official Music Video PREMIERE

“To Build the Confidence of the Black Man”

Like all great selectors, Yaadcore has a gift for speaking the right words and playing the right sound at the perfect moment. Bringing all of those strengths together to step up as a deejay is a natural progression. From Daddy U Roy and Super Cat to Tony Matterhorn and Charly Black, top selectors become top artists—all they need is a top tune. A “Genuine” tune. When Yaadcore linked with Damage Musiq, producer of new generation dancehall anthems like “Rags to Riches,” they created something special. “Was a joy working with Damage,” says the artist. “We actually go way bac from high school days and we were in a sound system together as well! Proud to see the impact he has made in dancehall space.” The impact of their song “Genuine” will be mighty indeed. “The song is not about discrimination,” Yaadcore explains, “but to build the confidence of the Black man.” Boomshots is proud to premiere these powerful visuals, collaborating with Yaadcore to seal up Black History Month—and Reggae Month—with a banger. Watch as the artist serves as an angel on a young man’s shoulder, reminding him to put down the bleaching cream and to lift up his conscience as he goes through the daily struggles of life. “When I look and see the Black man being misled every day to feel that light skin color makes you a better person or makes more people like you is really the inspiration for this song,” Yaadcore explains. “Wanting to see I&I brothers and sisters to know their true power within their melanin as well as to discourage the ones that are not doing it but face the temptation every day being surrounded by this.”  Video After The Jump…

You may notice quotations from the Hon. Marcus Mosiah Garvey scattered throughout the music video—a fitting choice given the song’s larger purpose. “You done know say Marcus Garvey ah de highest of Black consciousness,” says Yaadcore. “So you done know we haffi use some of him wordsound to kinda make the people know where the struggle of being Black is even coming from, you know?”

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