Kxng Izem Addresses “Who Helps The People” In New Music Video

Kxng Izem is back with a new single and music video entitled Who Helps The People which lives up to its name in delivery, message and visuals. The single carries Izem’s distinct neo reggae meets dancehall and afrobeat feel, with an uplifting and positive message, reflecting on the current world state during the pandemic. It aims to vocalize the thoughts and feelings of the people, complemented by a touching music video shot in beautiful Portland, Jamaica and directed by Djuvane “Djuvii” Armstrong.

The song, produced by Ten24 Music and KaleX (Popcaan, D’Angel, Sizzla), was recorded at Fin Jam studio in Kingston. DancehallMag spoke with Kxng Izem about the track, accompanying music video and his inspirations behind the music.

What is the driving force behind Who Helps The People’s positive, uplifting message?

In every situation no matter how rough it might seem I always try to take a plus from it. I wanted to vocalize and magnify the feelings and complaints of the people I hear almost daily but it was important for me to showcase it in a upful way rather than a sorrowful one.

How important is it for you to push positive messages in dancehall culture? Do you feel it is well-received?

It is more important that anything else because, for every one artiste that sings positive messages within dancehall, there are a hundred that do the opposite. I always try to make the songs with a faster and more upbeat tempo so its more relatable to sounds they are already familiar with.

The song has a neo-reggae/dancehall feel with Afrobeats twist. What inspires this sound?

Music is something that speaks to your soul, everyone has something unique about them. It’s just up to each individual to listen and welcome the inspiration as it presents itself. Apart from the fact that I’m intrigued by a wide variety of music, the sound comes naturally. I feel as if I absorb my surroundings easily and the music reflects my behaviour, tempo and the consciousness of the people world wide. To sum it up It is a sonic reflection of pop culture and my way of life which is Rastafari.

What was it like filming the video in Jamaica, considering the current climate of the island?

To be honest it was really fun and It almost made me nostalgic of the brighter days before all of this confusion. It was only my second time ever in Portland and the people welcomed us and showed us nothing but good vibes, shooting on set was effortless because we got alot of support and love and I enjoyed working with the videographer “Djuvii”.

What do you hope people experience from this song and your music in general?

I depict people in a happy and upful way even though the song speaks on serious issues affecting us. I just hope everyone who listens will feel as if their concerns have been voiced and that they can dance and feel “Irie” at the end of the day no matter the circumstances.

Press play on the new visuals for Who Helps The People above.