Dancehall deejay Busy Signal has been named brand ambassador for Irish brew Guinness, a first for any local artist.
The announcement of the new partnership was made public at the Jamaica Beer Festival held in the Corporate Area, recently.
“Busy has always embodied the essence of Jamaican grass roots culture. He is more than an artist; he has become an icon for the people,” Imru James, brand manager for Stouts and Malta at Red Stripe, told the Jamaica Observer.
The dancehall act has had a long-standing relationship with Guinness, including performances at major events such as Arthur Guinness Day.
This is not the dancehall deejay’s first rodeo. In April, Busy Signal was featured alongside singer Chris Martin in KFC’s Big Deal jingle entitled Big Deal Bizniz. He also got a musical boost when his single Everybody Move (2014) was used in an LG G5 mobile television commercial, which aired across North America.
His EDM collab with Major Lazer on Watch Out For This (Bumaye) was selected as the soundtrack to Pepsi’s Lionel Messi ad.
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