Kingston, Jamaica — Rising artiste Savour isn’t asking for attention—he’s commanding it. With the recent release of his debut music video, Blackboard, the newcomer delivers a creative curveball that’s already disrupting expectations and conversations across the island.
Stripping away the gloss and gimmicks typical of first-time visuals, Blackboard is unapologetically grounded, soaked in colour, humour, and attitude. It’s not a love song. It’s not a heartbreak ballad. It’s a portrait—raw and eccentric—of romantic dynamics seen through Savour’s unique lens.
Shot entirely in Ocho Rios, the singer’s hometown, the video leans heavily into local symbolism and street culture. Directed by Robin Chin and Adrian Kitchin, the visuals offer a sharp, theatrical energy that plays between satire and sincerity. There’s a chalkboard, yes—but this isn’t school. It’s a lesson in Jamaican storytelling.
“It’s commentary dressed as comedy,” one viewer tweeted, while another called it “the most Jamaican thing on my timeline in weeks.”
Produced by Rule One Music, the track has been steadily picking up momentum on radio long before the video dropped. Its rhythm is slow but deliberate, more groove than aggression—an intentional detour from the current dancehall template. No trap beats. No auto-tuned crooning. Just horns, clarity, and a cheeky smirk.
Savour, known for his deep baritone and lyrical wit, isn’t chasing mainstream trends. If anything, Blackboard feels like a deliberate stake in the ground—a declaration of identity, influence, and intent.
“This isn’t just music,” says one industry insider. “It’s a recalibration.”
The message? Savour isn’t here to blend in. He’s here to redraw the lines.
