Early this year, Jussbuss TV teamed with Magnum Tonic Wine to produce content for the brand’s new entertainment website, Magnumhub.tv, which they pitched as dancehall central.

The venture is part of Magnum’s 20th anniversary celebrations.

“The association between Jussbuss TV and Magnum has been synergistic, as we want to help take the music and film industry to that next level and aligning our incentives perfectly,” said Johnathan Newman, Jussbuss TV’s company director and film producer.

Magnum’s best known entertainment project is Magnum Kings & Queens of Dancehall, a talent contest that drew thousands of hardcore fans.

According to Newman, the Jussbuss TV/Magnum tandem came about due to “their desire to create a new digital content hub to curate and host premium dancehall content, and as creators of Jussbuss Acoustic, a half-hour show with intimate performances from prominent and up-and-coming artistes, the opportunity to partner with Magnum on content creation presented itself”.

Among the website’s features are Jussbuss Acoustics, Dancing With, Dancehall Taxi and Mic Sessions. Newman believes it is important for the music and culture to be documented.

“For us in Jamaica and the Caribbean it’s extremely important to preserve our music and culture. The world is getting increasingly competitive and so it is critical we do everything to maintain and better our music and culture or we risk losing out in the global race,” he said.

Jussbuss officially started as Jussbuss TV in 2014. Newman and partners, Andrew Jackson and Pierce McLean, are co-managers. All are in their early thirties.

Jackson once worked at BET’s New York office as a junior editor, while McLean studied music production and entertainment business at Full Sail University in Florida. He later started Roadblock Films and directed music videos for Ding Dong – Holiday; Vybz Kartel – Straight Jeans and Fitted; Popcaan – Clean, and Spice – Jim Schreechie.

Jackson addressed the target audience for Magnumhub.tv.

“Our demographic are adults from 18 years old. Anyone that loves or accepts reggae and dancehall music, depending on the content. Media nowadays is age sensitive,” he said.

With competition from similar websites and blogs, Jackson highlighted the need to keep ahead of the game and rivals.

“It’s easy for us to keep fresh. We don’t shy away from new technology or new trends. We also hire young people and let them influence our business,” Jackson added.

Jussbuss also produces television commercials, music videos, events and short films. The partners plan to expand into music and entertainment.