J Balvin is letting fans new he sees a new color for the start of 2020 – purple.

The latin artist released his new track “Morado” Thursday. The midtempo reggaeton track was produced by Sky and follows his November single release “Blanco” or white in English.

According to a statement released by Dolby Atmos Music, the business is collaborating with Balvin to allow people to experience “ a deeper connection with their favorite artists through music.”

During the unveiling of the second commercial in their campaign Balvin expressed how he “sees music as colors.”

“With this new album that we’re making, we really want people to feel the colors,” said J Balvin. “Dolby Atmos lets you feel the layers of music; you can feel the layers of the gradients in the colors. I’ve never heard music like this. I love it.”

According to GlobeNewswire, Dolby Laboratories, based in San Francisco, “transforms the science of sight and sound into spectacular experiences. Through innovative research and engineering, we create breakthrough experiences for billions of people worldwide through a collaborative ecosystem spanning artists, businesses, and consumers.”

J Blavin’s feature follows the debut two-minute film with artist Lizzo who explored emotion within music.

As purple is the color associated with royalty, the video for “Morado” directed by Collin Tilley, shows J Balvin as a king of an old kingdom. Blavin’s kingdom is completed with a dragon, tiger and horses, other scenes show him throwing purple paint at a wall as well.

Just four hours after its premiere the video already amassed almost one million views on YouTube.