Dancehall star Shenseea and Trinidadian Soca singer Kerwin Du Bois have teamed up for a new song, and music video featuring American record producer DJ Khaled, as part of Carib Brewery’s celebration of their 70 year anniversary and a global rollout of its rebranded beverages.
After unveiling a new logo and rebranded labels, the Trinidadian Brewery company premiered a six-minute extended commercial and music video. The song was written and produced by Kerwin DuBois and Christopher “Jillionaire” Leacock, a former member of the American electronic music group Major Lazer.
Flags from all the countries in the Caribbean can be seen on the video as an afro-centric laced drum pattern echoes in the background. No stranger to Jamaica and the Caribbean, DJ Khaled plays the highly enthused and emotionally intelligent boss who gives all his hard workers a Caribbean vacation treat.
“We are going to celebrate the ‘beautiness’ of the Caribbean. Jerk Chicken, rice and peas, dumpling, lobster from the ocean,” DJ Khaled shouted with horns blaring.
The Gil Green-directed music video already has 54 thousand views on YouTube. Green, an Award-winning Miami director, said he was excited to direct the project.
“This production had many challenges, but I think there are two moments that stood out to me and those moments are the moments that I feel the most as a lover and passionate person about the culture,” Green said during the premiere. “One was when we brought the jab jabs out, the second was J’ouvert, another fun moment. I love those moments where it’s all about raw energy and letting loose.”
“After you watch this music video, you should be calling all of your friends like yo ‘When do you guys have your next vacation, we’re all planning it together, let’s get the tickets now, let’s pick which island we’re going to, let’s put our events together, let me start getting in shape, let me get my workout on’…you should be booking your flight right after watching this,” he added.
Dressed in a colorful and sexy yellow outfit which she interchanges with a carnival costume, Shenseea delivered the chorus. The 25-year-old singer had scored a global brand ambassadorship contract with Carib Beer earlier this year.
“I am happy that you guys (Carib) choose me to be your brand ambassador, it really says a lot to me. I love when people believe in me..when other people believe in me and put their brand in my hands..trust me..I am elated,” she said at the premiere.
Shenseea’s career got a major boost as she is now being managed by the man who manages The Weeknd and Doja Cat. The dancehall singer, who has been managed by Romeich Major since the start of her career, introduced her new manager, Wassim “Sal” Slaiby
Antron Forte, Marketing Manager for Carib Brewery, said Khaled has not been signed as an ambassador but will be working with the company over the next two months.
“As we continue to position the brand we really needed to look at partners to help us to be very attractive to the diaspora, to be appealing to an international audience, and represent the brand in the Caribbean. We will continue to work with our local artists and our four breweries support local artists throughout,” Forte said.
“When we partnered with Shenseea with her very broad reach and representing the Caribbean, with us coming together it gave us a strong boost in the US and the Caribbean with our song that we dropped today. We really want to be known as a Caribbean brand and any artiste we see living the Caribbean, loving the Caribbean and exuding that Caribbean life and fitting the personality of the brand, we will want to partner with them,” he said.
“DJ Khaled is making an appearance of us, he is a super producer and the one thing he always professes is his love for the Caribbean and he always talks about why he loves Miami so much is because it reminds him of it. Working with him gives us that much-needed conversation in the diaspora,” Forte added.
Carib Beer has a score of 67 out of all the Beers in the world, according to BeerAdvocate. The brand received the Silver Quality Award from Monde Selection Quality Institute in the Selection Beers, Waters, and Soft Drinks in 2017 and 2019.
