Reggae superstar Koffee is the new ambassador for MasterCard. The global payment solutions company has chosen the 'Grammy Kid' Koffee to be the official brand ambassador for MasterCard Caribbean. She will be the first ambassador for the region. This is a huge international endorsement, as MasterCard recently opened their offices in Jamaica.
Born Mikayla Simpson, Koffee who has gained a new moniker - Grammy Kid - is the youngest artiste to receive the award for Best Reggae Album, and the first female to do so. The 19-year-old took home the coveted award for a category that has existed for years with no woman being awarded the winner. Koffee’s Rapture EP has the mega-hit song “Toast”. Her latest projects are two singles, "Lockdown" and "Pressure", which were both released in August. "Lockdown" is doing extremely well worldwide.
Caribbean dancehall and reggae artistes continue to place our culture on the world stage by becoming brand ambassadors for international businesses.
Shenseea is the newest brand ambassador for International artiste Rihanna’s Savage x Fenty lingerie line. Shenseea is also a brand ambassador for the popular clothing brand Pretty Little Thing and Pepsi Jamaica.
Brand ambassadors are vital to any company that they’re signed to. This is especially true in the case of practitioners of popular cultures, including Jamaica’s rich culture, as they are able to attract, persuade, and influence people through music, dress, art, and others.
When a company uses a reggae/dancehall artiste as an ambassador the artiste is placed in advertisements and promotions on mainstream media - television and radio - as well as social media. This promotes our dancehall and reggae music, and in the end, promotes our culture. We are seeing where the music is less frowned upon and this is a contributory factor to how successful musicians are on the international scene.