Innovative artist and captivating performer King Cruff brings heartbreak onto the dancehall floor with his new single “FALLBACK” out today via Tuff Gong Collective/Universal Music Canada, the country’s leading music company. Linking up Jamaican reggae artist Runkus, King Cruff delivers his latest genre-blending banger with an undeniable groove.

“Runkus has been an artiste that I’ve regarded as one of the pioneers of this neo-reggae sound and I genuinely believe he’s going to play a big part in the future of reggae music,” says King Cruff. “I admire his lyricism and his way of bringing together reggae elements with aspects of hip-hop, soul, folk, even drill music if he wants. He’s truly an artiste that can step into any space and mold the sound to his whim.”

On the concept for the video, King Cruff shares: “We wanted to capture Jamaica in a different realm visually. Everyone’s seen the party video, the gyal bruk out videos. I wanted to capture the supernatural mystics of the island – the old folk stories and the superstitions that are so ingrained in our culture. Kit killed it as a director and our team was built of Jamaican people which I love. It’s honestly one of my favourite videos to date.”