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Debbian Spence, brand manager of the much-prefered celebrity beverage Hennessy, said her company is showing gratitude for dancehall music, as expectations mount ahead of the sophisticated chic event, Hennessy Artistry.
Spence told THE STAR at a press launch, held at the Spanish Court Hotel, for the event, which will take place on November 21 at the Cable and Wireless Golf Academy in New Kingston, that based on Jamaica's and dancehall's endorsement of the product, they are returning the favour.
"Sure. Look at which artistes we selected. Who sing about Hennessy the most in his/her songs like Mavado? Plus, the other artistes make up six of the finest in dancehall. We are incorporating that with our brand's appeal to make this event a worthwhile experience," she said.
The event, which is in its third year, will see a list of top dancehall artistes, such as Bounty Killer, Mavado, Beenie Man, Elephant Man, 'queen of the dancehall' Lady Saw, and female reggae artiste Queen Ifrica. All these artistes are expected to give brief performances.
The Hennessy brand is often mentioned in songs by popular dancehall artistes. The purpose of the event, according to Spence, is to expose to the larger audience a vibrant appeal from within the cocktailing generation.
"It represents the blending of styles in a harmonious way, to create a unique blend of artistry," she added.
Even though there are some Corporate Area companies reluctant to offer their services to dancehall because of the negative image it sometimes display, Spence was adamant that both parties could benefit from the venture.
"Everywhere has its good and bad. It's for us (corporate brands) to uplift the good, and that's what Hennessy is doing because we want to show the better side of dancehall, to show that it's luxurious," she said.
Having established five city cocktails with a Hennessy base, named after cities like Paris, London, Miami, Shanghai and Moscow, the brand now seeks to locate the right mix that wraps well with the energy and culture of Jamaica.
