Aidonia talks ‘bitter’ journey to dancehall stardom at Campari campaign launch
Dancehall artiste Aidonia recently opened up about the criticisms and pressures he faced as a budding artiste.
Speaking at the launch of Campari’s ‘Respect the Bitter’ campaign on Saturday, June 4, the ‘Yeah, Yeah’ hitmaker said the challenges he faced as a young deejay pushed him to become better at his craft.
“Coming into the industry, me never have it easy. I have faced a lot of struggles over the years. So me challenge myself to get better at recording, to get better on stage, to get better at dealing with my image, to get better at dealing with different types of crowds,” said Aidonia.
He went on to explain that Campari has been a part of his journey since the beginning, and continues to be a part of his success, noting that the brand’s latest campaign is deeply personal for him as it mirrors his musical journey.
According to Aidonia, the ‘Respect the Bitter’ campaign captures not only his journey in dancehall but encourages Campari lovers to embrace bitterness as it makes success that much more rewarding.
“When it bitter, when it rough, when it tough, when you succeed you can sit back and say ‘ Yowwww, Mama I made it,’you know them way deh,” added Aidonia.
Campari’s Marketing Manager, Pavel Smith, echoed the deejay’s sentiments, noting that the campaign encourages people to be aware and it’s through this awareness of self, one can improve and grow.
Smith noted that it was in moments of reflection that one truly recognises the importance of bitterness, adding that the concept of bitterness also taps into what customers have said about the Campari brand.
“We are also embracing feedback from customers that Campari can be a bit bitter, but bitter isn’t always bad,” Smith said.
“Campari gets better sip by sip and while reflecting, you can truly experience the journey and gain a deeper appreciation of the bitterness,” added Smith.
Campari is encouraging its supporters to be proud of the beverage’s unique flavour profile, all while reiterating the message of responsible drinking as the local entertainment industry kicks back into high gear, following the end of more aggressive COVID-19 lock down measures.
“We know that the two years inside were difficult, as socializing and connecting are important on all levels for the human experience, and while we are all excited to be outside again and having fun, we urge everyone to drink and party responsibly,” Smith added.