FOLLOWING the successful inaugural staging of Hamma Fridaze, which attracted a lot of partygoers, Kingston-based sound system and record label Darkcide International, in association with the Hamma Squad, is set to return this month with the party series.

Hamma Fridaze, officially launched June 14 of this year is gearing up for a second season following a brief hiatus in September. As part of the renewed experience the promoters have partnered with two of dancehall’s biggest brands, Guinness and Smirnoff for the rebranding of Guinness Hamma Fridaze.

The rebranding exercise will see Guinness and Smirnoff playing a major role in bolstering the party atmosphere with which patrons have become familiar — introduction of several offerings including the Guinness promotional girls, bucket deals, increased ad campaigns and giveaways all night.

According to event spokesperson, Raymond ‘Shadow’ Small: “We decided to take a break in September to allow parents and college students to focus on back to school efforts. However, since then the queries regarding the event’s return have been frequent and come this Heroes weekend, Guinness Hamma Fridaze will be back with a bang.”

According to Small, they will also be stepping up the security. “Security will be paramount, we’ll be employing our own security detail complemented by police personnel to ensure patrons party in a safe and comfortable environment.”

Similar sentiments were echoed by Jermaine Bibbons Guinness assistant brand manager. “Guinness is proud to be title sponsors of Guinness Hamma Fridayz, regarded by many as Jamaica’s premier community dance. This party has been a massive hit with patrons since it first started in June, as shown by the thousands of people who come out to enjoy the vibe. Guinness is proud to partner with the promoters of Guinness Hamma Fridaze to continue delivering the swag and delight to the loyal patrons every time.”

Guinness Hamma Fridaze will unfold this Friday, October 14 at 39 Wildman Street (Spoilaz) in downtown Kingston. The event starts at 10:00 pm with musical offering courtesy of resident sound; Darkcide Int (ZJ Wahwa, DJ Calico and Acid), Presto Mix and Little Richie from Hitz 92 FM.