Deejay Spice is currently riding a wave of popularity with the publicity stunt she pulled off in the run-up to the release of the lead single Black Hypocrisy for her mixtape Captured. On Wednesday she brought the campaign home with the local launch of the project at Club 100 in St Andrew.

Speaking to her audience, Spice, whose given name is Grace Hamilton, used the opportunity to respond to questions regarding the publicity campaign she orchestrated which involved releasing images of herself with lighter-coloured skin, thanks to make-up. This she, noted, went beyond her expectations.

“When I dropped the picture I wanted to capture just Jamaica, because the colourism that I’m attacking is what I know about. There are other races experiencing the same thing, but I can’t speak out for them. I have to speak out for what I know. So when I dropped the picture first I thought it would just be in Jamaica and we would talk among ourselves and then I’d grab everybody’s attention to display my message. But little did I know that it would grab the world’s attention. So to be honest I really never expected what happened,” she said.

The deejay who is noted for her raunchy performances, said this more conscious, issues-driven side of her exists, but she will not be dropping her sexy side any time soon.

“I wouldn’t say it’s a rebranding because I don’t want you to feel like I’m gonna stay there and continue singing reggae songs. Mi haffi keep on sing mi little slack song dem, to be honest, because that’s what the people love me for. So I wouldn’t say rebranding. But I must say that there is a growth in everything and I am able to attack different areas and so that was just one of them. A lot of time people say… ‘On Spice always singing this type of song,’ but the truth is that’s what my fans love me for and it keeps me travelling, but there comes a time, if I see something that needs to be addressed, I address it and this is something that was really needed. It has been swept under the rug and I, as a black woman, I just felt the need to attack it at this time. I alone can’t do it. We have to do it; we all have to do it together. So if you are a person who used to go on Instagram and discriminate (against) another black sister or something that she is doing, that’s what you need to stop. Colourism starts from within the home. You have even mothers who are doing it. “

“There are so many other issues, but one thing I really want to sing about is the current thing that is happening in Jamaica. When I’m away I get a call every three days that somebody died. We are losing people that we love and the crime (rate) is going up. I think my next song is going to be Spice for Prime Minister. I’m going to attack all the issues that’s going on within my country,” she continued.

On the topic of colourism, Spice noted that she has had personal experience and suggests that were she of a lighter shade she would have more partnerships with corporate Jamaica.

“I’ve been in the business for over a decade and Speroni is the only corporate (brand) that has worked with me. That is why I was pushing their brand so extremely hard. Do I believe if I was lighter I would get more corporate sponsorship? Yes, I believe so. Do I believe I would get more support from the corporate world? Yes, I believe so.”

Despite her experience with colourism here in Jamaica, Spice is defiant that she did not experience those issues during her recent stint on the American reality TV show Love and Hip Hop Atlanta.

“The cast members of Love and Hip Hop are really genuine. They want me to teach them a little Jamaican, they want me to carry dem go eat ackee and salt fish . They love our culture. So I wouldn’t say I experienced any form of colourism from any of the cast members,” said Spice.

The 19-track mixtape is currently available on all major digital platforms.