Words by Tami Tsansai—
There’s no better time than summer to welcome feelgood tracks and eye-popping music videos complete with scantily-clad dancing girls, beach scenes and popping champagne corks. Enter dancehall darling Shaggy’s collab with lovers’ rock crooner Beres Hammond to turn this concept on its head… in a good way. We featured the monster track “Fight This Feeling” – the first single from Shaggy’s new album, Out of Many, One Music produced by ‘riddim’ genii Sly and Robbie – a few months ago, and are now happy to present its accompanying Joel Burke-directed video. And what a video it is!
Burke’s documentary technique is a far cry from the romantic scenes one would expect from listening to the track. It shows that simplicity goes a long way, focusing more on the love of music and the symbiotic energy between entertainers, fans and studio engineers… a love that’s no less powerful and enticing. The video was shot primarily at the Best of the Best concert in Miami in May and St. Kitts Music Festival earlier this month. It follows them from stage to studio session and courtyard shenanigans, with cameos by Sly and Robbie, R&B singers Jimmy Cozier and Ne-Yo (and is that Joe we see, too?) and reggae talents like Damian Marley, Cocoa Tea, Tessanne Chin, Tarrus Riley and Chronixx, allowing you to see the camaraderie, and feel the mellow vibe.
The video, much like the single, has an ageless feel, recalling the roots of reggae, and dancehall heydays when ‘session ram’ and men would hold their girls tightly, swaying to the sweet sounds with a Red Stripe or Guinness in hand. Paired with the perfectly-timed bass drops, cleverly woven lyrics and back-to-basics dancehall delivery… it’s a musical marriage of sights and sounds, beckoning for you to give in. Don’t fight the feeling, man… watch it here and feel no pain.