The video was directed by Mike Abela and was shot on location in Riverton, Jamaica. According to Jr. Reid, the inspiration for the song is looking at how the world is today and seeing the plights of people, and he urges everyone to be free of mental slavery and to go out there and work to gain a better quality of life for all. “When Jamaica celebrated its 50th Anniversary, it was only a celebration for some, not everyone,” reveals Jr. Reid.
“There are still so many issues plaguing our people, including poverty, homelessness, lack of food and threats to safety. ‘Out Deh’ literally means out there in the world - be it Africa, England, Canada – everywhere. Even if you’re in Jamaica, you have to leave your yard and go out there and work to build a better future for yourself. So get out there and do what you can to make this life your heaven on Earth.”
The “Out Deh” video cops a premiere today, July 1, 2013 on Boomshots.com, the official dancehall channel from Complex Media. “Jr. ‘One Blood’ Reid has proved himself to be a year to year hit maker in the reggae industry and Boomshots is proud to premiere his latest release,” states Rob Kenner, proprietor of Boomshots.com. Complex Media targets young men ages 18-34 and boasts over 15 million unique visitors per month, while Boomshots has been a mainstay in bringing Caribbean music to the masses.
First claiming fame as the front man of Black Uhuru, Jr. Reid shot to international stardom with his solo breakout hit “One Blood” in 1989. He is one of the most sampled dancehall artist in hip-hop music, appearing on The Game’s “It’s Okay (One Blood)” in 2006, the BlackOut Movement remix of Mims’ #1 Billboard smash “This Is Why I’m Hot” in 2007, and also on Alicia Keys’ remix of her blockbuster single, “No One” in 2007, among others.
Hip-hop royalty has collaborated with this in-demand artist for years, including Wu-Tang Clan, Lil Wayne, Rick Ross, Busta Rhymes and DJ Khaled, just to name a few. Many of these collaborations have charted on Billboard, ended up in video games and on countless charts and playlists internationally, and have secured Jr. Reid as one of music’s top artists of all time. "Out Deh" is being released internationally by JR Records/Zojak World Wide on July 2, 2013, and will be available on iTunes and all major e-tailers, worldwide. For more information on Zojak World Wide, log on to zojakworldwide.com.
See Boomshots Premiere