JAMAICAN-BORN, Canada-based reggae singer Kirk Diamond is pushing his latest single Dem Nuh Real.
Produced by Armzhouse Records, the track also features Jamaican deejay TG.
The up-and-coming singer was recently in the island shooting footage for the video.
"I wanted an authentic feel to the video... There is no other place in the world that holds the vibes like Jamaica," he said.
Diamond said it is challenging as a reggae artiste in the Land of the Maple Leaf.
"Most radio disc jocks only play what's hot in Jamaica. Just like most of the world, they look to Jamaica. And for a local artiste, it's like you need that Jamaican stamp of approval to be taken seriously. So we spend all our money travelling back and forth," said the 25-year-old.
Reggae/dancehall never amassed the cult following in Canada like its American neighbour to the south. Artistes including DJ Snow, Exco Levi, and reggae fusion band Magic, have, however, received international support. Diamond wants to add his name to the list.
Hailing from Spanish Town in St Catherine, the singer migrated to Canada at the age of 10. He said he was always drawn to the genre.
He has subsequently released Love in Heart and Blind to Them. He is currently working on his first EP.