Alkaline puts ‘premier’ spin on Champion Boy

Saturday, October 29, 2016

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DANCEHALL deejay Alkaline has remixed his single Champion Boy for the Red Stripe Premier League (RSPL).


The project was done in collaboration with radio discjock DJ Sunshine.


According to the artiste, he’s happy with the response from fans so far.


"It has been a great experience working with Red Stripe for the RSPL song. Champion Boy has had a lot of success worldwide and Red Stripe is the champion beer," said Alkaline. "It means a lot when local companies invest in dancehall."


The arrangement of lyrics by Alkaline on the dancehall rhythm Fire Starta has resonated with listeners beyond Jamaica’s borders.


The ad campaign was launched in September to coincide with the 2016/2017 RSPL season and has since gained traction. A total of 12 teams are competing for the title of ‘RSPL Champions’.


Incorporating popular artistes and music in advertising campaigns has been a long-held tradition for the Jamaican brew. Red Stripe was the first brand to feature a full-length song in a commercial when the company released its 1972
Life Is Just For Living ad with Ernie Smith. The Champion Boy remix is, however, the first time the brand has invested in a popular artiste as a part of its premier league sponsorship.


"Each season we try to push the envelope and aim to help the players of the league become stars," said Reshima Kelly, assistant brand manager of Red Stripe. "This season we wanted a theme song for our players that represented the calibre of sportsmen being produced by the league."

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