Protoje strolls through Addis Ababa, Ethiopia in new video for “The Charm”

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 and snares.

The resident wordsmith flexes on this reintroduction, for those who may need a reminder of his top ranking in Jamaica and as a 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.

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 Protoje’s second effort for RCA Records in conjunction with his own label In.Digg.Nation Collective. You can find “The Charm” and Third Time’s The Charm on Apple Music, Spotify, and various other digital streaming platforms.

Artwork for Third Time's The Charm by Protoje