Lion Pride

Jamaica has signed dancehall artiste and producer Jayds as a brand ambassador.

Jayds shared the news via his Instagram page on Monday.

In an

interview with BUZZ, the entertainer explained that the alignment with

the brand developed a few years ago.

“About

three years ago when I was doing a music video, I decided to use some Lion

Pride rolling papers in the video. At the time, the brand was relatively new on

the market and I was attracted to it. The owner’s son saw the video and showed

it to her, and from then, she continued to provide me with rolling

papers,” said Jayds.

When asked

what the association with the brand signified for him and his career, Jayds

said: “It shows that the brand Jayds is growing, and it also shows that

the work is being put in, and we are seeing the results. Everything just a

blend the right way.”

The initial

endorsement is just for four months. But, according to Jayds, the contract will

be extended.

“The

current contract is for four months, but it will be extended. Great things will

happen with this association. As far as brand promotion and campaigns, I am

involved. Even brand ideas. Anything we can do to help make the product better,

that’s what we are here to do,” he said.

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Lion Pride

Jamaica manufactures and distributes a variety of products for smokers and non-smokers.

They include condoms, lighters, rolling trays, grinders and rolling paper.

The company

started in Ocho Rios about 15 years ago, and it also has offices in Kingston.

Jayds is a

member of Aidonia’s 4th Genna crew. He is also the label’s in-house producer.

Among his latest releases are Polygamy (‘Generation Z’ rhythm) and Wavy

Wavy featuring Size Ten. He is set to release a mixtape called Traphall

on November 1.