Dancehall artiste Stylo G and reggae singer Ky-Mani Marley have joined with iconic spirit, Wray & Nephew White Overproof 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 Jamaicans against 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 socialize,” she spoke in an interview.
Born Jason McDermott, Stylo G stated, “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.”
He 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,” stated 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 said.
Marley wants fans to enjoy the positive vibe and energy from this new thrust, stating, “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.”
Marsha 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.”