Multi-hyphenated recording artiste, producer and event promoter Jayds of the 4th Genna music outfit has partnered with Italian liqueur company Campari.
Carving out his own niche in the local entertainment space, the Chappa State deejay is the latest addition to a select list of personalities tasked with ambassadorial duties by the renowned alcohol brand. Other ambassadors include label-mate Aidonia and popular street artist Paige Zombie.
Speaking with Prism Marketing Consultants, Jayds disclosed that the partnership came to fruition based on his work ethic, musical contribution, respect for his industry peers and genuine love for the art, along with a recommendation by Aidonia.
A pioneering producer and recording artiste of the now trendy trap dancehall sound, Jayds, says he is up for the task of elevating the brand. According to him, the tagline “Respect The Bitter” means “coming from an undesired place but focusing on the goal ahead and ending up in a better and more enlightened place.”
This latest partnership is Jayds third endorsement; previously, he represented American clothing brands So Chill and Lion Pride Jamaica.
Meanwhile, as the curtains come down on summer, work continues on his collaborative project with label-mate Dee Dre. The project, still untitled, is a joint EP executively produced by the two; and features six tracks with several bonus songs.
Earlier today, the entertainer released the visual for his latest single, Sanity, via Youtube.