Mel Cooke, Freelance Writer

Scatta Burrell, one of the judges of the Magnum Tonic Wine Kings and Queens of Dancehall Competition. – Contributed Photos

Starting on Saturday, November 3, with auditions in Savanna-la-Mar, Westmoreland, and continuing with few breaks on successive Saturdays until April 12, 2008, prospective Magnum Tonic Wine Kings and Queens of Dancehall will lay claim to the throne.

It is not only a title that is up for grabs as Empress, who hosted Tuesday evening's launch of the contest at the Asylum Nightclub, announced that the male and female winners will each receive $500,000, as well as the release of a single and a music video.

The Saturdays will go through various phases, from auditions in Sav, Mandeville, Ocho Rios, Portmore and Kingston on through to December 1, then a broadcast of the auditions on TVJ from Saturday, January 5, 2008, through to February 2. The televised eliminations of the 10 men and 10 women who make it to the big bashment run from Saturday, February 9, to Saturday, April 12, when a King and Queen of Dancehall will be crowned.

On Tuesday night, though, the steam from the soup pots, the chopping of pan chicken (drums and all), the beating of the zinc fence set up inside the club, the long joints of cane and the young women showing their cheekiness in small outfits were live and direct, as was Empress, who will host the 'Magnum Tonic Wine Kings and Queens of Dancehall'.

Still, it is doubtful if small slices of pastry are common dancehall fare.

The launch of a programme Empress said fills "a need to bring dancehall to the television screen in Jamaica in a positive way, also worldwide" fused three major elements of what she said "is the language of the streets. Right now it is one of the most popular genres to hit the world" on stage.

First up was fashion, young men and women parading various relaxed styles. Comedy came with an extended take on a Magnum Tonic Wine Kings and Queens of Dancehall audition, Dahlia Harris a green wig-wearing hostess and a comic Elva a sharp-tongued judge Bitterweed.

Real judges

Dahlia Harris, who portrayed a dancehall queen contestant at the Magnum Tonic Wine Kings and Queens of Dancehall launch on Tuesday.

The real judges for the real contest are media personality Miss Kitty and producer Scatta Burrell, with a mystery guest to be announced. Stone Love Movements will provide the music.

Appropriately enough, three young ladies danced in part to Beenie Man's 'King of the Dancehall'.

Magnum's brand manager Gary Dixon expressed delight in the title sponsorship. "We know our brand has the energy to move dancehall to another level," Dixon said. "It is one of the backbones, the building blocks of the brand. We know the value of having a promotion that connects with the people on the ground," he said.

Wayne Miller of Digicel called the competition "something new, something exciting. We are here today to make another landmark on the calendar for dancehall internationally," he said. And Tru-Juice's Danielle Terrelonge called the contest "a production that is a celebration of Jamaican talent and our culture.

We are committed to Jamaica and supporting Jamaican productions that support talent".

TVJ's Kay Osbourne said it was "yes" when the opportunity came, adding that the television station is committed to bringing the best to its viewers. She also introduced original Rising Stars producer Mark Kenny, before performances by C-4 and G Mafia, among others, rounded off the launch.