Busy Signal’s Jamaica Love roars back

More than a decade after it first wrapped Jamaica in musical pride, Busy Signal's ' Jamaica Love' is roaring back to life.

The reggae-dancehall trailblazer says the song, long regarded as an unofficial anthem for Jamaicans at home and abroad, has taken on a renewed sense of purpose, pride and strength, especially in the wake of Hurricane Melissa.

As the country rebuilds, Jamaica Love has resurfaced across airwaves, playlists and social media timelines, striking an emotional chord worldwide -- just in time for the long-awaited release of its official visuals.

"When I recorded Jamaica Love, it came from a very pure place," Busy Signal reflected. "It was about pride, loving where we're from, loving our people, loving our culture no matter where we are in the world."

Now, he says, the song carries a weight that only time and experience could give it.

"I didn't know it would grow into something that deep for so many people," the artiste noted.

These days, the song hits differently," he told THE WEEKEND STAR.

"It feels heavier, in a good way. Life has happened. Jamaica has been through things. The world has changed. And the song feels like it grew with us. Today, Jamaica Love feels like a reminder of resilience, of identity, of home. It's not just nostalgia any more, it's purpose," Busy Signal said.

Originally written to evoke a powerful sense of belonging, Busy Signal said his mission was always to make listeners feel Jamaica -- wherever they were in the world.

"I wanted people to feel Jamaica in their chest. Whether you were in Kingston, New York, London, Toronto -- wherever. I wanted the song to feel like you never left home. It wasn't about politics or hype. It was about love, pride, culture, and connection. That feeling hasn't changed, if anything, it's stronger now," he said.

That renewed energy is reflected in his partnership with the Jamaica Tourist Board (JTB), which helped bring the long-overdue official visuals to life.

"[It] shows growth and vision," Busy Signal said. "This isn't just tourism marketing, it's culture marketing. They understood that Jamaica Love already lives in the hearts of people worldwide, so bringing visuals to it now feels right," the artiste reasoned.

Jamaica Love is also playing a key role is Jamaican fashion brand Represent Jamaica (Rep JA), whose co-founder Omar Thomas called the collaboration a historic moment.

"It's a big blessing and Jamaica needed this at this time; it drop inna di right moment -- right after the hurricane and the rebuilding," Thomas said of the song he describes as Jamaica's second anthem.

He added that the project perfectly aligned with Rep JA's mission to market and celebrate Jamaica on a global scale.

"Our goal is to promote Jamaica worldwide, so this collaboration just made sense," he explained.

Originally produced on the popular Forever Young Riddim, Jamaica Love has now been subtly refreshed to meet today's sonic energy -- without losing its soul.

"My production approach was with respect to not trying to change the soul of the record, but enhancing it so it connects with both long-time supporters and a new generation," he said.