Reggae singer, songwriter and producer Mr. Cool delivers a thought-provoking message with his latest single, “They Don’t Want Us To Know,” released August 17, 2026 on his own You & I Productions label. The release sees the Rastafarian artist addressing beliefs surrounding the divinity of former Ethiopian Emperor Haile Selassie I, while challenging how his significance is represented within mainstream religious teachings.

As an active member of the Rastafarian community, Mr. Cool uses “They Don’t Want Us To Know” to express his perspective on the biblical references that he believes point to Haile Selassie. The song also takes aim at other religious traditions, questioning why, from his viewpoint, this interpretation of biblical scripture is not more widely acknowledged.

As with much of his musical output, Mr. Cool wrote and produced “They Don’t Want Us To Know,” maintaining complete creative involvement in the recording and its message. His commitment to the song extends beyond the studio, as he recently travelled to Jamaica to film its official music video.

Scenes for the upcoming video were shot at the popular House of Dread in Vineyard Town, a location with strong cultural and Rastafarian associations. The video is currently in the editing stage and is expected to be released in the coming weeks.

Until then, “They Don’t Want Us To Know” is available to stream and download across major digital music platforms.