Producer partners with water brand for new rhythm

February 19, 2019
Lionel Rookwood
Lionel Rookwood Munga

Popular producer Junior Bloodline has partnered with Portland-based spring water brand, Lifespan, to launch a new rhythm.

Although the partnership will see him working with a corporate brand, the music producer says the 'Lifespan' rhythm is authentically dancehall and has not been watered down too much to fit certain branding standards.

In an interview with THE STAR, Bloodline expressed gratitude for the opportunity to work with Lifespan, pointing out that not many corporate brands today want to associate themselves with dancehall.

"I have always had a good relationship with Lifespan, and I was talking to the brand manager recently, where it was expressed that they wanted to work with me. They said they wanted to push their brand while supporting dancehall music at the same time, and so me say, make we build a rhythm," he said.

"It will have the kinda authentic dancehall vibe. The songs on it kinda mixed. Dem nuh too slack, because you know we still haffi make things professional when we dealing with corporate, but the vibe will still be strictly dancehall."

The artistes featured on the project include Bugle, Tifa, ZJ Liquid, I-Octane, Tommy Lee, Munga Honorable and newcomer Iwaata.


Junior Bloodline also commended the artistes for the quality work they did on the project.

"We didn't have any issues (getting artistes to voice on the rhythm) because of the relationship that I have with the artistes, but also because corporate nuh really a work wid any and anybody these days, so they were excited to see the interest. Most of them were upbeat, and they really put out their best on the songs included on the rhythm," he said.

In a press release sent to THE STAR, Rojah Thomas, marketing manager for Lifespan Spring Water, said that the brand wanted to celebrate their success in the local market by supporting the people who have supported them over the years. He said that there was no better way to do so than through the support of dancehall culture.

Junior Bloodline told THE STAR that since the rhythm was released earlier this month, he has been receiving good feedback from the public. He believes the project has the potential to produce some hit songs.

"The artistes on it are some of the best, so dat alone can tell you the project is hit-bound, plus I have been getting some good feedback so far. It a gwaan good, man," the producer said.

The rhythm will officially be launched on Thursday, but songs on the project will be available a day later via digital platforms such as iTunes and Spotify.

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