(NEW YORK, NY – October 20, 2022) – Protoje, one of reggae’s most pivotal artists of this generation – is back in flight traveling the globe from Africa, Europe, and North America in support of his brand new sixth studio album Third Time’s The Charm. Today, he reveals his vibrant visual for the LP’s opening track “The Charm,” which was shot during his recent travels to Ethiopia. Directed by Antenehfilms and Gboxcreative, Protoje casually observes the sights of Addis Ababa with a cool, calm, and collected demeanor to let you know he is “not playing ‘round.”
Produced by Iotosh, “The Charm” opens with the filtered yet soul-stirring voice of reggae legend Dennis Brown singing, “oh mother, why are you crying,” evoking the need for healing. Enter Protoje over a fusion of the reggae classic’s bassline and traditional ‘90s hip-hop drums & snares.
The resident wordsmith flexes on this reintroduction, for those who may need a reminder of his top ranking in Jamaica and as an internationally known talent.
“I used to be invisible, I bet them see I now. Them want to be I now. De Janeiro to the Ri-I-O; Ethiopia then reach Cairo. Circle all across the globe, you see the seeds I sow,” says the lyrical titan.
Watch video here:
Following his Grammy-nominated A Matter of Time (2018) and In Search Of Lost Time (2020), Third Time’s The Charm closes a trilogy of albums that are focused on the currency of time. The 10-track collection, released September 23, 2022, is his second effort for RCA Records in conjunction with his own label In.Digg.Nation Collective.
Listen to Third Time’s The Charm available on all platforms:
“Transportive reggae album”
– New York Times, T Magazine
“”Reggae Royalty Protoje sinks into his throne on ‘Third Time’s The Charm’ … combines reflective lyrics with a wide-ranging sound that moves tradition forward.”
– Rolling Stone
“a melodic rift between isolation and family, love and betrayal, light and darkness…a shift in consciousness. Sentient sounds sail over one drop dubwise beats. The lyrics are alert, yet nothing is forceful, and Protoje’s vocals swiftly switch from crooning to old-school conscious rap flow, and sing-jaying.”
“some of the finest modern reggae around…there might not be anybody doing more for the development of reggae on a broad, international scale in the past 10 years than Protoje.”
– Brooklyn Vegan
“…consciously aware of his role as a creator and his responsibility to share what’s most authentic to him…a culminating expression of his life experiences and feelings that have brought him through to the present moment.”
– High Times
“…an album of sheer brilliance…musically stunning…with hidden depths requiring numerous listens…showing Protoje to still be the thoughtful, vulnerable and introspective soul he always has been…”
“Unlocked a meditative level in his personal journey…the 10-track story showcases just how intentional Protoje is with his transformation both as an artist and man.”
– Edition, Modern Luxury