Ace reggae artiste Jah Cure and Rickman 'Jamplified' Warren of Jamplified records last week teamed up to shoot the video for the hit single Never Say Never which was released in February of this year on the Stonehenge Riddim.

Warren decided that instead of being traditional and doing a video for the reggae version of the song, he would do a video in techno or as he puts it in ‘Techno-Color’. Warren believes that this video will only help to bring new audiences to reggae music: “We chose to do the video for the Techno remix of "Never Say Never" instead of the original Reggae version because we wanted to reach new listeners who don't normally listen to Reggae and might have otherwise never heard of Jah Cure or Jamplified”.

He continued: “Techno music is a new, different, unexplored market for Jamaican talent, and we like to break boundaries and try new things. People aren't expecting to hear a Reggae artist on a track like that, and we like to step away from what people are accustomed to and try to broaden our listeners’ horizons”.

Jah Cure is very happy with the filming of a video for the techno version of the song, he says: “Never Say Never is one of those songs that can break barriers. I think the video will appeal to my immense European audience and will win me some new fans. The shoot was fun with many people turning out to give their support. Big up Gyptian, Wayne Marshall and the many others who came out”.

Never Say Never in ‘Techno-Color’ was shot in Kingston at Victoria House by video director Asha who is credited with directing Jah Cure’s first video for the song Stickyand recently directed Jah Cure’s Unconditional Love in Havana, Cuba, and You’ll Never Find. The video was shot in front of both a green and a black screen and features several scenes which will appeal to techno ravers.

With post editing now underway, fans can expect to see the release of the video for Never Say Never in a few weeks.

Visit www.jamplified.com to see exclusive behind the scenes photos and video clips of the shoot.

Jah Cure’s “Never Say Never” is available on iTunes, Amazon, and all other major online retailers.