Rugged Boss targets the youth with ‘Run In’

Dancehall artiste Rugged Boss, who is originally from Arnett Gardens in South St Andrew, was not one to allow his circumstances to determine his future.

He has a message for the youth of Jamaica, which is to work hard to accomplish their goals. Rugged Boss' latest single, 'Run In', which is produced by Doni Music Productions, delivers that poignant message - one with which he hopes to inspire.

"The inspiration for 'Run In' came about based on what I saw happening around me as a youth, while growing up in the ghetto. The takeaway message would be...don't let anyone programme you; have a mind of your own, work hard for what you want, and power up yourself mentally, financially, physically and emotionally," Rugged Boss explained.

The artiste, who resides overseas, returned to Jamaica to shoot the video for the single. He went straight into the inner city to capture the message of the song.

"We did the video for 'Run In' between Trench Town and Cassava Piece. We wanted some authenticity in delivering the message of the song. I am proud of what the finished product looks like, and I know the fans will also appreciate it," Rugged Boss stated.

The singer got his entry into music at an early age while growing up in the Church. He also sang on local stage shows within his community.

"The journey has been great musically. You learn a lot, good and not-so-good experiences, which come with the territory. But in general, it has been a good journey, and the journey continues until that hit song," he said.