Ambassador Aidonia represents Epican

By Kevin Jackson
Observer writer

Saturday, February 09, 2019

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Medical cannabis company Epican has expanded ties with the entertainment sector, by signing dancehall artiste Aidonia as its brand ambassador. Last month, Epican sponsored the Herb Curb at Rebel Salute in St Ann.

The announcement of Aidonia's signing was made Tuesday evening at Epican Lounge, Market Place in St Andrew.

Jermaine Bibbons, head of marketing at Epican, believes their association with the popular singjay will further generate interest in the company.

“We are beyond elated to welcome Aidonia officially as Epican's brand ambassador. Aidonia is an advocate for the medicinal use of the plant, he is an immensely creative talent, so we are confident in him as a spokesperson for the brand. The signing is certain to generate global interest not just in Epican but also brand Jamaica,” Bibbons said.

Epican was launched in July 2018 and has projected innovative plans its management hopes will lead in transforming Jamaica's medicinal cannabis industry.

Said Bibbons: “There has always been a symbiotic relationship between Jamaican music and cannabis. We believe in the power of that relationship to cause positive change, so we are making it official! This signing plays a vital role in Epican's ambition to position the Epican brand and Jamaica at the forefront of the global cannabis revolution.”

In an interview with the Jamaica Observer, Aidonia expressed pleasure with the partnership.

“It's a big move for my personal brand. Epican is historic and doing amazing things for Jamaica and cannabis culture. I think I am doing big things for the music, so it's a natural fusion,” he said.

The partnership is initially for one year and could be extended.

“As it stands, the partnership is for a year, but we'll definitely see where it goes. It feels natural and may last a lot longer. I'm happy that they even considered me at that level,” Aidonia added.

Born Sheldon Lawrence, Aidonia emerged on the music scene in the early 2000s. He is known for a string of hit songs including Fi Di Jockey, 100 Stab, Tip Pon Yuh Toe, VVS, Big Baller, Breeze and Yeah Yeah Yeah.

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