Shenseea, son sign brand ambassador deal ahead of her birthday bash

Two days prior to dancehall artiste Shenseea hosting her first birthday festival at Plantation Cove, St Ann, Associated Brands Industries Limited signed an ambassadorship deal with her to promote their product line.

The partnership also includes Shenseea’s son, Rajeiro ‘Raj’ Lee, known for his cheerful personality. Together, they will promote the group’s products, primarily Sunshine Snacks, on a global scale, bringing their vibrant energy and relatable family values to the forefront of the campaigns, while helping to connect with younger audiences through authentic and relatable content.

The announcement was made on Wednesday evening at AC Hotel Kingston, where Shenseea and her manager, Romeich Major, signed copies of the partnership deal

According to Kathryn Innis, general manager at Sunshine Snacks, the ambassadorship deal was five years in the making. The idea first came to her during a visit to Jamaica, where she saw Romeich at the same AC Hotel and learned he was Shenseea’s manager.

“I remember whispering, ‘One of these good days she will be part of our marketing endeavours finger crossed’ and look at us all here today… I must say, what we truly love about Shenseea, other than her music of course, is that she is for the people– the people of Jamaica and the people of the Caribbean, which aligns perfectly with the focus and drive of Sunshine Snacks,” Innis said during her address before the signing. She also described Shenseea as being “a cornerstone of Caribbean business, Caribbean Culture, and the Caribbean community”.

The woman of the evening, Shenseea, who recently released the hit single Dating Szn (Options) along with an eye-catching music video, was very excited to ink the deal with a Caribbean-loved brand that includes her son.

“I’m so grateful to be here tonight, and to start the work. We have a long road ahead. I hope this is a long-term relationship, because that’s the only type of relationship I get into,” she said, gaining laughs from the audience.

“We are here to support one another and Sunshine Snacks has been here giving us the support with their amazing products over the years. I too grew up on your products. I love Devon’s Chocolate [biscuit], Charles [chocolate bar and] I love Catch. That crunch just always does something to me, so I am very familiar with your brand and I’m so happy that I’m here, and given the fact that you manifested it, that means that it was just meant to be. We are meant to be and thank you guys for even considering me and my lovely son. We are so proud to be a part of the brand,” she said.

It would have been remiss if Romeich Major did not publicly congratulate Shenseea and Raj. “Shenz can tell you I’m very annoying, but the fact is that you have brands that we love and that we live, and, as managers, we don’t want our talent with stuff that [they aren’t familiar] with, and this is something that is in our everyday life,” Major said. “So, anytime a lot of people seh, ‘Oh, you know him kill out himself fi Shenseea more than everybody?’ The difference is, me and Shenz start from zero, so we’re family. We’re not just business. We a best friend[s]. We are enemy. We are everything ina one,” he jokingly added.

The collaboration will officially start with Sunshine Snacks participating in Shenseea’s birthday party later today.

ainsworth.morris@gleanerjm.com