KINGSTON, Jamaica — After brokering a three-year partnership between Yardmas Carnival and the Xodus band, popular spirit brand Campari rolled out the red carpet on Carnival Sunday as they turned up and turned out on the streets of the Corporate area for Road March 2023.

There was nothing bitter about the fete fever created by Campari on Sunday. Not only did the brand transform Knutsford Boulevard in New Kingston into Campari Boulevard (street stage and all), but they also managed to host a one-of-a-kind street concert featuring their brand ambassador Aidonia.

Bringing down the curtains on a fun-filled day of feting, Campari and Aidonia no doubt put the icing on the cake for revellers, who expressed that Carnival 2023 was indeed one for the books.

Describing Aidonia as her all-time favourite dancehall artiste, third-time ‘feter’, Shania Williams told OBSERVER ONLINE that in addition to indulging in her regular mas “antics”, Aidonia’s set made her Carnival experience “one for the books.”

“Mi nah lie, mi glad mi come out fi see dis. Carnival 2023 gwaan,” she expressed with a broad smile plastered across her face.

“I usually enjoy my Carnival experience in Jamaica because the vibes is just on another level but this year was truly one for the books. I’m a soca and dancehall baby so the music on the road was everything and then to finish off the day with my favourite dancehall artiste was something special. Jamaica Carnival has my heart forever.”

Twenty-five-year-old UK resident Jasmine Scott also shared similar sentiments. As a first-time jumper, Scott said the thought of a ‘mini concert’ featuring one of Jamaica’s biggest dancehall acts piqued her excitement.

“I absolutely love Aidonia so that was definitely something I was looking forward to. There is something extra special about the Carnival experience in Jamaica as it’s just the perfect blend of dancehall and soca,” she said. “Everybody understood the assignment and I just want to say thanks to Campari and Aidonia for making my Carnival in Jamaica debut stand out. I’ll definitely be back.”

Speaking with OBSERVER ONLINE, Brand PR and Communications manager at J Wray and Nephew Limited, Dominic Bell, said the 2023 Carnival in Jamaica experience left him feeling good. Bell expressed that as one of Jamaica’s leading spirit brands, Campari always aims to deliver a premium experience to its consumers and that included Sunday’s revellers.

Indicating that Carnival in Jamaica wouldn’t be unique without dancehall music, Bell said the Aidonia mini concert was Campari’s way of helping to bridge the gap between dancehall and soca music.

“For us to be the number one alcohol brand for Carnival throughout the region and to have the opportunity to partner with a dancehall icon like Aidonia, it really symbolises that Carnival in Jamaica is an infusion of dancehall, reggae and soca and it really comes together quite nicely,” he said.

“Carnival in Jamaica is a unique product. It’s a home-grown product that speaks to the music that we love. This is the only Carnival where you may even hear hip-hop, afrobeats or even some EDM. So pretty much, as a country that loves music, that’s what we put on display throughout our carnival. It doesn’t have to be this genre versus this, it’s whatever people want to hear at the end of the day.”

Aidonia agreed with Bell’s sentiments. The entertainer, who was attending his first full-length carnival, said that after his 2023 experience on the road, Carnival will be a staple on his calendar of events.

“It’s actually mi first time deh yah, deh yah. I was here in 2018 but just for like half an hour on the truck. But a mi first time here and it was definitely a vibe and you know mi nah miss it again,” he said describing his partnership with Campari as a “great look” for his artistry.

“It’s showing people a different side of Aidonia and a show say we can handle certain responsibilities. It’s a great look for me in Jamaica and the world and it’s a partnership fi show the streets of Jamaica and dancehall music that Campari represent dancehall and the culture and deh deh fi di yutes dem. A just bigger things between us and Campari where even bridging the gap between dancehall and soca music is concerned.”

The dancehall artiste brought the Yardmas and Xodus Carnival experience to a close by performing a number of his hits during a brief but energy-filled set. The entertainer fed the crowd with singles such as Yeah Yeah, Hot Tool, Fi Di Jockey, Nuh Boring Gyal, Hundred Stab and more. Not only did he serve up some of his most infamous tracks, but the artiste also brought out a number of his colleagues including Govana for cameo appearances. The pair performed their hit collab, Breeze before Aidonia called out young acts, 450 and comedian turned artiste Deno Crazy to engage the Campari Boulevard crowd.