Magnum Tonic Wine has taken the lead in supporting the inaugural staging of ‘Dancehall Week’, a celebration of dancehall culture, which is scheduled to begin on Tuesday, February 13.

Magnum Tonic Wine is recognised as the official “Drink of Dancehall” having historically been an avid supporter of dancehall culture. The drink has been a strong supporter of initiatives like the Magnum Kings and Queens of Dancehall Competition, Magnum Top Performer, and Magnum All-Star Sound Clash, and other projects that provide a platform for local talents to gain visibility on both local and global stages.

As the title sponsor for Magnum Dancehall Week, Magnum Tonic Wine intends to use the cultural celebration to honour Jamaica’s rich cultural history, recognise living dancehall legends, and educate the public about the transformative power of dancehall while connecting with its loyal consumers.

The official launch of the event, which took place at Ribbiz Ultra Lounge in Kingston on Thursday, February 1, saw Magnum Tonic Wine join forces with the organisers of Dancehall Week.

Dominic Bell, brand communication manager at J. Wray & Nephew Ltd, distributors for the brand, in emphasising Magnum Tonic Wine’s commitment to boosting Jamaica’s authentic and rich dancehall culture, said: “We are excited to continue to bolster national efforts to maintain and increase the global reach of dancehall through events like Magnum Dancehall Week. Magnum Tonic Wine’s investment reflects an ongoing commitment to the enhancement of local culture and promoting the vibrant and influential talent within the dancehall community.”

Noting the event’s “potential to become a perennial highlight on the Reggae Month annual calendar,” Bell shared that Magnum is ready to help the dancehall fraternity “Tek Charge a Tings” all week to make it an experience like no other.

Magnum Dancehall Week is set to feature a range of high-calibre events, including the Dancehall Awards with over 10 categories, I Love Dancehall, Dancehall Sound Clash, and climaxes with the ‘traffic-blocking’ Dancehall Street Parade on Sunday, February 18. These events have received official endorsements from key entities such as the Ministry of Culture, the Jamaica Cultural Development Commission (JCDC), and the Ministry of Tourism.

Lenford Salmon, executive director of the JCDC, expressed gratitude for Magnum Tonic Wine’s involvement, acknowledging the brand’s close connection to dancehall culture. He highlighted the role of Magnum Tonic Wine in making dancehall culture more accessible and appealing to the public. He commended the organisers of Dancehall Week and acknowledged the challenges in securing more sponsors for the event but praised Magnum Tonic Wine for recognising its value.

“Dancehall Week is a fantastic idea and it has been placed deliberately in Reggae Month. It has been a challenge to get sponsors on board but Magnum sees the value of it like the government agencies who have also partnered to make it happen and we hope other corporate entities will follow their lead. We are excited because more than anything, this is authentic Jamaican and a wi create dancehall, (so) we are lending support and we want the entire country to embrace it. Magnum Dancehall Week is for Jamaicans to enjoy it but also, this has so much potential, and by inviting people to come to the mecca of reggae we want to open our doors to guests to experience it,” he said.

Reference from: Our.Today