Busy Signal Gets Smirnoff Ad Campaign Deal In Europe
The soundtrack to Smirnoff vodkas latest ‘We’re Open’ ad is provided by the Jamaican Dancehal l/ Reggae artist Glendale Gordon, aka Busy Signal.
The song in question is called ‘Watch Me Now’ and was released as a single in March, 2015.
Smirnoff’s advert stars the highly-inspirational Chris Fonseca, a man who despite being deaf, always wanted to become a dance teacher.
Even though Chris and his students may be unable to hear the lyrics, they can still feel the beat coming out of the speakers and through the ground. Using these physical sensations, this group of #deafdancers show we’re all the same on the dancefloor.
The above 20-second version of the advert was posted to the Smirnoff Europe YouTube page on the 14th of March, 2016 and is already getting close to half-a-million views before even airing on UK TV.
You can watch the extended 40-second version of the commercial here:
Producer/DJ Karim is celebrating the success of his EDM record featuring Busy Signal.
According to Karim, there is much to be thankful for, as international beverage company, Smirnoff Ice, has decided to use the song as title track for their ongoing ad campaign in Europe.
DJ Karim, who revealed that he made the rhythm along with two associates in Florida, says he feels like his mission was accomplished.
"We went EDM because we wanted to create an electronic dancehall vibe. The ad agency contacted us through VP Records. I guess they heard the song and liked it and got in contact with us. We did the deal and it was history from there," he said.
The song is titled Watch Me Now, and currently has more than 100,000 views on YouTube. In terms of its sound, the record can easily be compared to Busy Signal's previous hit, the EDM/dancehall-infused single Bumaye/Watch Out For This. However, this effort appears to be picking up steam faster overseas rather than it is locally.
DJ Karim says his intention is to tap into foreign markets dominated by Major Lazer, Skrillex and other international producers.
"When the actual deal went through, it was a joy to know that another dancehall song had made it across the border. My mission is a music mission and it feels good to be a Jamaican producer/DJ to achieve success from an EDM record," he said.
The producer now aims to create a new sound by fusing the Spanish mumbata genre with dancehall. He has already started work on his follow-up record with Busy Signal and hopes to pull Elephant Man into the mix.
The producer believes Jamaicans are fully capable of producing credible EDM music, and pointed to his record as proof.
DJ Karim and Busy Signal will be releasing a music video for Watch Me Now in coming weeks.