Demarco And JTB Turn Busy Signal’s Timeless “Jamaica Love” Into A Visual Homecoming

Exclusive: Artiste and producer Demarco steps into the director’s chair, partnering with the Jamaica Tourist Board to bring Busy Signal’s “Jamaica Love” to visual life more than a decade after its release

Busy Signal gives “Jamaica Love” its first visuals

When reggae and dancehall icon Busy Signal first released his timeless single “Jamaica Love,” it never felt like just another song. It felt like home.

Over the years, the track evolved into something deeply personal - a soundtrack for family gatherings, road trips, celebrations, quiet moments of reflection, and the ache of distance felt by Jamaicans living abroad. For more than a decade, the single existed without official visuals. Now, for the first time, the anthem has been given a visual treatment, and what emerges is far more than a music video. It’s a feeling brought to life. A story told in motion. A reminder that Jamaica is open, alive, and still deeply loved.

To translate that emotion on screen, Busy teamed up with fellow dancehall creative Demarco, who stepped into the director’s chair with a vision rooted in lived Jamaican experience. Together, they approached the project not as a performance piece, but as a portrait of real life - authentic, intimate, and unmistakably Jamaican. “When people hear Jamaica Love, they don’t just hear music,” Busy said. “They remember moments, places, people. That’s responsibility.”

The project was shaped by the momentum of HELLO, a culture-led music-to-tourism initiative that proved authentic storytelling could travel globally. Building on that foundation, the collaboration with the Jamaica Tourist Board felt especially meaningful, built on respect for a song Jamaicans already claimed as their own, and guided by a shared sense of responsibility to the culture.

The visuals move through lush landscapes, street life, food, and nightlife, but the true focus is the people. Nothing feels staged or over-polished - just everyday Jamaican beauty captured honestly. Iconic locations and homegrown brands like Dunn’s River Falls, Chukka, Cooyah, RepJA, True Gift Entertainment, Giving Productions, and Jambredz appear naturally, woven into real life rather than placed for effect.

Every partnership feels intentional, extending the story beyond the screen while reinforcing identity, lifestyle, and pride. With the support of the Jamaica Tourist Board, the vision remained clear: Jamaica told through Jamaican eyes.

“Busy Signal has long been one of Jamaica’s most consistent cultural ambassadors. His music, message, and global reach naturally elevate Jamaica in an authentic way, and that alignment made this collaboration essential for us.”

“Busy Signal has long been one of Jamaica’s most consistent cultural ambassadors. His music, message, and global reach naturally elevate Jamaica in an authentic way, and that alignment made this collaboration essential for us,” shared Kristopher DaCosta, Marketing Manager at the Jamaica Tourist Board. “We’ve been very intentional about leaning into our music and culture as a core pillar of how we market the destination.”

DaCosta added that the relationship deepened during the Jamaica Love Summer 2025 sales campaign, where Busy’s passion for Jamaica and emotional connection with audiences stood out. “That collaboration reaffirmed Busy as a powerful champion for Jamaica. His song ‘Jamaica Jamaica’ also serves as the soundtrack for our Usain Bolt destination campaign, further reinforcing the natural fit. From there, the relationship has continued to grow in a very intentional and meaningful way.”

Demarco praised how naturally the Jamaica Tourist Board fit into the project. “That was one of the most important parts of the process. The Jamaica Tourist Board came in with the right mindset - support, not control. They understood that the most powerful way to invite the world to Jamaica is through culture. They didn’t ask us to change the story; they helped us tell it properly. That makes a big difference.”

“When people hear Jamaica Love, they don’t just hear music. They remember moments, places, people”.

Through this collaboration, the Jamaica Tourist Board continues to lead at the intersection of music, culture, and tourism - framed not as advertising, but as honest storytelling.

As Busy Signal’s voice carries over the island, its people, and its rhythm, the message is unmistakable: Jamaica is open. Jamaica is alive. And Jamaica will always be love.