Words by Eddie STATS Houghton
The developments around Vybz Kartel’s split with business partner Corey Todd–with whom he built a mini-empire comprising brands like Street Vybz rum and the Building nightclub–may have more effect on purchasers of fine (and not-so-fine) spirits than on Jamaica’s music industry, it turns out. A week or so ago Todd announced that he was partnering with dancehall’s Beenie Man on a new product called Yaad Swag, designed to fill the void in the marketplace left by the disappearance of the Street Vybz brand.
Although perhaps not quite as influential on the young dancehall demographic as the phenomenally popular Vybz, Beenie has several advantages that recommend him as a brand partner. One is his recent hit with Future Fambo, “Rum & Redbull,” which was just waiting for a name-brand rum to promote alongside the titular energy drink. Another is his relationship with the Jamaican retail outlet Mega Mart, which has featured Beenie and family in their ad campaigns, and has already signed on to distribute the new spirit.
Never one to be outdone in a clash, Vybz Kartel has since informed Billboard and other outlets that he will be snapping back with his own rum line, this time in partnership with Dennis Gordon, the fiscal mastermind of his much-hyped branded Cake Soap. No name has been attached to the new product as yet, but we’re just waiting for the official launch to cop a few bottles and announce our blind taste test. As in “blindfolded,” not as in “make you blind.”
