Final concert in early July
Curtis Campbell, Gleaner Writer
International stout brand Guinness is aiming to cement itself in the hearts of Jamaicans through entertainment. With an all-island party campaign called Guinness Black the Streets, the brand is spreading its concept of entertainment to all Jamaicans in a three-month affair.
Guinness Black the Streets is a 12-bar tour over three months, which includes three mass-event experiences.
According to Guinness Brand Manager Racquel Nevins, the series of events will revive Guinness pride among its consumers. "Guinness Made of More Black the Streets is to revive the Guinness man's pride in his favourite brew, inviting him to seek more, stand out more and be made of more," she said.
Nevins said the bar tour and three huge events are intended to create a setting of fun and excitement reminiscent of authentic Jamaican dancehall parties. Small Guinness bar activities have already taken place in Portmore, St Catherine, as well as Waterhouse and Gordon Town in St Andrew.
The first major event in the 'Black the Street' party series was hosted at the home of Guinness, the Red Stripe Oval, at 214 Spanish Town Road, in April. The other major event followed in Montego Bay, St James, in May, and the organisers are now gearing up for the grand finale in Clarendon on July 5, at a venue to be announced.
According to Nevins, the aim is to exceed expectations with each staging. "We are having dart and domino tournaments, mic challenges where patrons can show off their lyrical prowess and get qualified to battle on the main stage of the Black the Streets events, and a car competition where hot rides can win a chance to showcase at the entrance of the events," she said.
Potential patrons will also get the opportunity to win Guinness six packs, VIP tickets to the Made of More series of events, on stage appearance in the mic challenge competition, and free tickets to Guinness-sponsored events.
"We are anticipating giving our customers a wide range of experiences which they and their family and friends can come and share. Win prizes and enjoy what we expect to be an unforgettable series of parties, with the best DJs around. We are pushing the envelope to bring unique attractions to the show, assuring that the venues will be spectacularly transformed, equipped with Black Night spotlight risers for the various competitions," Nevins said.
DJs featured on the party series are Coppershot, Flava Unit, Black Cat and DJ Wah Wah of Guinness Hamma Fridaze. Aidonia performed in Kingston and Sizzla Kalonji in Montego Bay.
Admission to the Guinness Black the Streets major events is $600 per person. However, persons who purchase a Guinness six pack receive free entry for two partygoers.