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The Electronic dance music (EDM) craze has been gathering steam locally over the past several years, adjacent with its immense popularity overseas.
In recognition of the burgeoning EDM movement, Appleton Estate Jamaica Rum and SKYY Vodka have partnered with promoter Adam Gomes for the first staging of Electronic Dance Xposed (EDX).
Three international acts in the EDM firmament, Australia's DJ Tydi, Vika Koneva from Russia, and DJ Lema from the United States, will perform at the Caymanas Polo Club today during the premium liquor-inclusive concert EDX.
The trio will be joined by top-flight Jamaican selectors Kamal Bankay and Kyle DeSouza. The event will also feature performances by professional dancers and talent who performed at the Ultra Music Festival in Miami, as well as a surprise special guest DJ.
"The Appleton Estate Jamaica Rum line is the exceptional spirit, and with Electronic Dance Xposed being an exceptional gathering of talent and fans within the EDM arena, the brand had to be on board. We're glad to be an integral factor in the growth of this dynamic facet of the Jamaican entertainment scene," said Cecil Smith, group brand manager for rums at J. Wray & Nephew Limited.
EDX patrons will be treated to exclusive cocktails from Appleton Estate, Jamaica Rum and Skyy Vodka, and both brands will enhance the aesthetics of the concert with a number of initiatives that are in line with EDM festivals worldwide. SKYY Vodka will also host the VIP area at the event.
The concert's headline act, Tyson Illingworth, aka TyDi, has parlayed a degree in music technology into a multi-hyphenate career as a songwriter-producer-DJ.
At age 17, TyDi became the youngest-ever winner of Australia's Top DJ title and repeated the feat the following year. In 2009, TyDi was ranked among the top 100 DJs in the world as published by DJ Magazine, the industry standard.
Electronic Dance Xposed is part of the J. Wray & Nephew Limited's Winter Mix Series line-up which also includes Soirée, A-List, Utopia, and Ultra++.
EDX tickets are on sale at Fontana Pharmacy and Fiesta Car Rentals for $5,500 pre-sold, and $6,500 at the gate.
For more updates on EDX, persons can check the Instagram handle for Appleton Estate Jamaica Rum at @AppletonEstateJa, and on Facebook at www.facebook.com/AppletonRum.
For Skyy Vodka updates on the event, visit their Instagram handle @skyyja and on Facebook at www.facebook.com/ SkyyVodkaJamaica.