Sean Paul Premieres Uplifting ‘Never Give Up’ Video: Exclusive.

Sean Paul brings positive vibes to his “Never Give Up” video, premiering on Billboard today. The Steven “Streets” Bernard-directed production is shot in Sean’s birthplace
of Kingston, Jamaica. “My music has always been about partying but
there comes a time when you just have to say
something about the problems people are going
through,” says the Jamaican dancehall superstar,
referencing the sentiments of hope and
perseverance expressed in his latest single (released via DubShot Records/JA Productions).
“The whole world is under pressure right now —
the financial meltdown, war, terrorism, people
are dealing with a lot so I wrote ‘Never Give
Up’ about how I felt and how other people are
feeling, too.” “Never Give Up” contrasts against the
numerous up-tempo or bashment singles 2004
Grammy Award-winning DJ/ rapper released
throughout the 12 years he was signed to
Atlantic Records, including the Billboard Hot 100 chart toppers “Get Busy” and “Temperature.”

“The few songs I have previously done with
serious messages were never picked as singles
by Atlantic,” acknowledged Sean, who parted
ways with the label in 2014 and now releases his
music independently. “Party songs have
weighed heavily in my success — they are fun, an escape, and are still something I love, but to
be a balanced artist you must have songs like
‘Never Give Up’ that are based in reality.“ “Never Give Up” was produced by Justus Arison
for Kingston/Miami based JA Productions, which
he formed with his business partner, the late
Patrick “Roach” Samuels. The duo ascended to
dancehall’s major league in 2011 with the
“Overproof” riddim (rhythm track), which spawned numerous hits including Khago’s “Tun
Up Di Ting,” Daniel Bedingfield’s unexpected turn “Sometimes You Just Know” and Sean’s
“Standing There” featuring Zia
Benjamin. Arison also edited and produced the
“Never Give Up” video, which features Jamaica’s
FAME FM radio host Nicole “Nikki Z” Duhaney
and a visit to Big Yard Studios, where Sean recorded the song’s vocals over Arison’s “Life
Support” riddim. The “Life Support” riddim was originally released
in July, garnering enthusiastic praise from the
dancehall core; a re-mastered version featuring
additional artists, named Life Support Double Dose (released on Dec. 18), boasted hits by veteran Beenie Man, rising dancehall star Popcaan and, of course, Sean.

“Sean and I talked about doing another party
song but I thought he should do something
that other artists weren’t doing on the riddim so
we made ‘Never Give Up’ for people who are in
the struggle in Jamaica,” says Arison, who
attributes his success to Samuels and is still grappling with his unsolved 2013 ambush at a
Kingston gas station. Arison, too, draws
encouragement from “Never Give Up.” “I love
the song’s message of hope and strength,” he
says, “it’s powerful and I think it has great
potential internationally.” To further the reach of “Never Give Up,” JA
Productions joined forces with DubShot
Records, a New York City-based label and
distributor spanning reggae, hip-hop and
electronic releases. “As an independent Sean is
now re-inspired and this is the kind of record people are excited to hear from him,” notes
Christoffer Mannix Schlarb, DubShot’s Founder/
CEO. “Because Sean can do so many things now
that don’t operate under a specific
infrastructure, DubShot is basically providing
the marketing and distribution for Life Support Double Dose, “Never Give Up” [which will be officially released as a single in early 2016] and
its video. We are really excited to be working
with Sean and Justus to push the boundaries of
dancehall.”

For Sean Paul, who has sold millions of records,
earned numerous awards and performed in
more than 110 countries, pushing the
boundaries of dancehall now means delivering
authentic messages in his records. “I love to be
in that place of freedom that dancehall offers me, the partying and being outrageous,” says
Sean, “but the times we live in are serious, and
it would be fake to not reflect that in my
music.”

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