Guinness Brand Manager Nadine Hylton has confirmed that while the brand expects its products to be present at Vybz Kartel’s highly anticipated Freedom Street concert, the company has not yet been approached to sponsor the event.
“So, we haven’t been formally approached yet,” Hylton told World Music Views. “But of course, Guinness is at every dancehall party. We will definitely be there, and our products will be there as well.” With tickets as high as US$12500 for luxury pods, the show is projected to be the biggest solo headlining dancehall event of the 21st century in Jamaica. The concert has generated significant buzz with Vybz Kartel dominating the charts and social media, but not enough for the Diageo owned beer giant to be an official sponsor of the event.
“At this moment, we’re not an official sponsor. There are also many corporate rules we have to consider as we evaluate different shows. However, we certainly wish for a great vibe and a really good show,” Hylton shared.
Kartel isn’t exactly in need of sponsorship, as the “Fever” deejay reportedly earned a few million USD for his one-off performance at Jamaica’s National Stadium in December, according to sources close to the matter. Since his release, the King of Dancehall has made several high-profile purchases, including a brand-new Porsche SUV just this week. Freedom Street, his upcoming show, is being bankrolled by Sunkist heir Joe Bogdanovich, who also owns the Reggae Sumfest brand.
Guinness has leveraged Kartel’s influence in the dancehall scene, using a line from his 2015 hit “Dancehall” off the album Vybz Is King. The phrase “Dancehall cyah stall” has appeared on promotional posters, T-Shirts, and billboards, helping to promote Guinness events and products to the energetic and loyal dancehall audience. However, Hylton reiterates that, as a global brand, Guinness follows a strict protocol when it comes to sponsorship decisions.
“So there are protocols that take time to go through,” she says. Adding that Kartel was part of the “Dancehall cyah Stall” campaign.
“I believe there was an alignment with him from before, when he did that song, and he would have been part of that, or at least in the space at that time,” Hylton said.
Vybz Kartel was convicted in 2011 of the murder of Clive “Lizard” Williams, along with three co-accused. He was released from prison July 31, 2024 after being acquitted by Jamaica’s Court Of Appeal.
When asked why wouldn’t Guinness cease the opportunity to jump on board and partner with Kartel going forward in light of his acquittal, Hylton said, “I can’t give a definitive answer to that question at the moment, but we are definitely very aware of what’s happening in the dancehall space and are looking at the different avenues where Guinness can support all things dancehall.”
With the protocols in mind, Guinness will collaborate with the Red Stripe brand to Sponsor Buju Banton’s Intimate which he will co-headline for a second year with Beres Hammond on January 4, 2024.
“So actually, we have a big event coming up in January that we’ll be supporting with the Red Stripe brand,” She continued with an exclusive tease about the event, although official details have not yet been released.
“Okay, here’s the thing—I don’t know if I can say it yet because, you know, it’s confirmed, but I haven’t seen anything officially announced. But anyway, we’re going to be part of the Intimate show. You know Buju is definitely aligned with the Guinness brand. When he launched his album last year, we were a part of that. So, having two such iconic names back on stage together, and even what we expect to be an even bigger presentation, we’re definitely joining forces with Red Stripe this year as the two beer brands supporting Intimate.”
Buju was convicted of cocaine charges and deported after he served almost 10 years in Federal prison in the U.S.. His visa has since been reinstated and he has embarked of the most successful solo headlining reggae tour in the US titled “The Overcomer Tour.” Prior to the tour Buju had the Long Walk To Freedom Tour which started in Jamaican in 2019 ended with a sold out show at the UBS Arena in New York City in July.
Kartel told World Music Views that he intends to capitalize on the hype surrounding his release in the same way Banton did in Jamaica and throughout the world.
Reflecting on Buju’s significant comeback, Hylton expressed excitement about the upcoming show in Plantation Cove St. Ann saying, “Yes, yes, and I can just imagine that this year is going to be even bigger, especially with Buju having redeemed himself and shown that he’s been rehabilitated. He’s very serious about the business of dancehall and the business of Jamaica as an entertainer. I think he’s really been showcasing that.”
Watch interview below:
