Vybz Kartel talks business
Published:Thursday | November 7, 2024 | 12:06 AMSimone Morgan-Lindo/Gleaner Writer
Dancehall artiste Adidja ‘Vybz Kartel’ Palmer described the launch of his Straight Vybz Rum, branded as Str8 Vybz, as a symbol of maturity and change.The deejay highlighted the rum at Wednesday’s press conference of the Freedom Street concert held at Jangas Soundbar & Grill.
“A lot of people benefit from this product because it was made by family. This rum represents change in even Vybz Kartel because I am sure as you all know by now that I am engaged to my fiancée. One time mi was a ‘gyalis’ but now mi is a one burner so it represent maturity. It represents change and quality and family and we nah do the street ting again, its Str8 Vybz,” Kartel said.
Str8 Vybz Rum is produced and bottled by the House of Angostura Distillers in Trinidad and Tobago and distributed by Caribbean Producers Jamaica Ltd. The collection comprises three signature rums designed to capture the energy of Dancehall culture. Each is named after a chart-topping hit by Kartel – Fever (Overproof Rum), Electric (White Rum), Unstoppable (Dark Rum).
Angostura’s executive business manager Rahim Mohammed said the company is excited to be the producer, co-packer and the global distributor for the rum.
“We have been testing Str8 Vybz for the past month so when it comes to our production and our quality, we offer the highest level from the lab, factory to production. We will be distributing in 176 countries globally. When the Str8 Vybz team came to Trinidad, I could tell you the assessment and the rigorous testing that was done before Angostura was appointed. It was not an overnight decision,” he said.
The entertainer said he will be adding other merchandise to his business catalogues some of which are already available for purchase on his website.
“We have T-shirts, jeans and cups so all the ladies that go to the gym will have the cup to drink their protein shake. It’s very high quality and persons can make their purchase from the Vybz Kartel’s world website,” he said. He added that the merchandise will also be present inside airport shops at duty-free costs.
Freedom Street is slated for December 31 at the National Stadium and should feature dancehall acts like Spice, Skillibeng and Kartel’s sons, Little Vybz and Little Addy, among others.
“Persons can expect pleasant surprises along with prizes. It’s a family thing. My mother, grandmother and kids will be there. Jamaicans usually go church to ring in the new year and that is actually going to happen. We are going to have prayers and people are going to come and bless the crowd and bless us for the future,” Kartel said, adding, “We coming out inna the jersey and the du rag and Air Force. Then we gonna come out with black kartel then we come out with the war angel which is the part with mi and Movado and then we go to the wurl boss and then we go to the kartel that was incarcerated so the performance will be dated.”