Wed | Sep 30, 2020

Stylo G, Ky-Mani celebrate #FiWiCulture

Published:Friday | August 14, 2020 | 12:00 AM
Recording artistes Stylo G and Ky-Mani Marley on the #FiWiCulture campaign set recently.
The creative team behind #FiWICulture. From left: Nadia Green; Matthew Mitchell, creative director, Mystique Integrated Limited; Storm Saulter, director; Valon Thorpe, CEO, Mystique Integrated Limited; Pavel Smith; Saaed Thomas, CEO/director, M-One Production.
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Once Jamaican rum meets Jamaican music, the majesty and pure energy is like no other! Dancehall artiste Stylo G and reggae singer Ky-Mani Marley have joined with iconic spirit Wray & Nephew White Overproof Rum (Wray Rum) to celebrate #FiWiCulture.

The artistes are featured on a vibrant soundtrack set to be the foundation of Wray Rum’s new campaign, dubbed #FiWiCulture. Created to highlight the colourful expressions of Jamaican celebrations that transcend generations and backgrounds, the campaign references the ways in which Jamaicans pair their passion for food and friendship, sports, music and fun with their Wray Rum.

Marsha Lumley, marketing director of J. Wray & Nephew Jamaica Limited, is excited about the pairing. “We are pleased to partner with these two Jamaican brands who have different musical styles that are both authentically Jamaican; it’s a reminder of how diverse our culture truly is. As a staple in the cultural landscape of Jamaica, Wray Rum is using this campaign to showcase what makes us as Jamaicans unique, and that we show our ‘Jamaicaness’ in everything we do, from sports to food to the way we socialise,” she told The Gleaner

A DREAM FULFILLED

For Stylo G, the partnership with Wray Rum and working with Ky-Mani Marley were dreams come true. “Representing Jamaica in the United Kingdom, and all over the world, #FiWICulture seems right for me to get involved with.” He continued by noting that these are the initiatives he wants to be associated with, “... showing people my culture and rubbing shoulders with Ky-Mani Marley, a legend in his own right. I am living my Jamaican dream.”

The recording artiste, born Jason McDermott, also revealed that the impact of Jamaican culture is quite evident in other territories: “As an international artiste travelling across the world, Jamaican culture is at the top. People love the music, food and lifestyle. So representing Jamaica with the music is important. You always hear about Wray and Nephew growing up in Jamaica,” reminisced Stylo G.

For Ky-Mani Marley, Wray Rum is a deeply rooted part of Jamaican culture: “Wray Rum is not only about the consumption; it is used for so many different reasons and purposes. You have people who use it fi bless dem house and run weh bad spirit and energy. As the slogan says, we just ah do it for the culture.”

Marley wants fans to enjoy the positive vibe and energy from this new thrust. “Jamaicans are a vibrant and proud set of people, very patriotic, known for setting trends across the globe. I wish for us to continue to build and support each other, and continue to push the culture in a positive light.”

Lumley shared why the new campaign will strike a chord with Jamaicans: “This small island nation is known to create big personalities, movements, and music that influences far-flung countries. Stylo G and Ky-Mani Marley are big personalities coming together to produce a powerful soundtrack for the Wray Rum #FiWiCulture campaign, which encapsulates some of our beloved customs that represent how we celebrate.”