Protoje Launches New Imprint ‘I&I Worldwide’ With New Song By Samory I, Chi Ching Ching

Reggae star Protoje has launched a new imprint in partnership with The Orchard for worldwide distribution, to give rising Jamaican artists better opportunities to release their music independently.

Life Is Amazing by Samory I and Chi Ching Ching is I&I Worldwide’s first release.

The imprint is another milestone for Protoje’s In.Digg.Nation Collective, who teamed up with RCA Records via Six Course Music in 2020 for a multi-artist deal that has released solo projects from a contingent of genre-forward Jamaican artists including Protoje, Lila Iké, Sevana and Jaz Elise. Protoje and Lila Iké will continue to release via RCA Records.

Produced by Zion I Kings, Life Is Amazing celebrates life and mother earth’s essential plant, cannabis. “Samory and Ching ignite a euphoric experience and sound that uplifts the mind, body and soul as they stroll through the island’s streets and ganja fields to reap what they sow in the Asha for Fareye Films directed video,” a release added.

“The inspiration for the song came from a moment I had during a smoke session. It was a moment where I felt pure euphoria and content with my life. I realized that small pockets of joy can be found in your day to day life, even when things are not perfect. Working on this record with Ching was exciting and through it we formed a friendship. It’s always joyful while working with my brothers,” Samory I said.

Protoje added, “Samory I is one of the most unique voices in Jamaican music right now and it’s an honor for this to be the first release on the new imprint, I&I Worldwide.  Working with artists and songs like this, is the reason I wanted to start this venture and make this a possibility.”

Life Is Amazing, directed by Asha for Fareye Films, is out now on YouTube.