Bolt, Digicel launch Olympic campaign

June 02, 2016

On Tuesday, Digicel and Usain Bolt officially launched its Bring the Beat Campaign at the Terra Nova Hotel in Kingston.

According to Digicel, the Bring the Beat represents the culture of the Caribbean people and serves to unite and ignite the Caribbean spirit as the region prepares to compete in the 2016 Olympic Games in Rio. The campaign is expected to connect the world to the Caribbean and its culture using music while also helping to build support for the athletes who are set to represent their respective countries.

As a tribute to these athletes, a single titled Bring the Beat was also released at the launch. The single was written by soca star Machel Montano and features Tessanne Chin.

Inspired by the campaign, the song is a tribute to the athletes and represents what Machel describes as the best of Caribbean entertainment.




"The world will be watching the 2016 Olympic Games and we will all be rooting for our Caribbean athletes who, I'm sure, will shine bright, so it was really a pleasure to not only work with Digicel and its brand ambassadors to create this beat, but to spread the message of who we are as a people," he said. "The idea (for the song) firstly came from the Digicel concept, which really speaks of our Caribbean energy, our personality. We move with a drive like the pace of soca music, yet we bounce with a swag like dancehall and, of course, dance is in our blood."

He also said that a huge amount of thought had been put into the song as it will represent the heart of the Caribbean people as they compete against the world in Rio. "The fusion of the different rhythms used stands for the different places we represent, and the lyrics speak of us standing as a united Caribbean, and that is the passion that will bring victory and let the world know that when we come, we definitely 'bring the beat'.

As someone who always shows his support for the entertainment industry and a music lover at heart, Bolt said it was a pleasure for him to be part of the project. "This is big! I love music, and for me, working with Machel was one of the greatest things because I really enjoy his music," he said. "For me to be a part of this is something big. They (Digicel) have done great, and the process has been, wonderful".

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