Str8 Vybz backs Kartel’s ‘The Return of The Building’

KINGSTON, Jamaica — Dancehall artiste Vybz Kartel is set to revive his popular nightlife concept, The Building, with a major event at the National Arena on Saturday, August 29. Dubbed “The Return of The Building”, the event is expected to recreate elements of the club experience that became associated with Kartel and Jamaica’s dancehall scene. Str8 Vybz, the rum brand owned by Kartel and distributed by Caribbean Producers Jamaica Limited, is the official rum partner for the event.

ZJ Chrome, one of the DJs scheduled to perform, said patrons can expect a music-focused experience featuring dancehall alongside hip hop, pop and other genres. “It’s the energy and the fun it created. The hit songs that were created, and the memories that were made there,” ZJ Chrome said.

“When I say energy, I’m talking about everything from outside, where the higglers selling, to the people parking the cars. You knew you were up for a good time. In the end, it was a true representation of dancehall club life.” According to Jason Mitchell, Kartel’s lawyer, business partner and friend, the event was conceived to provide fans with a destination centred on music and reconnect them with an experience associated with Kartel’s earlier career.

“The inspiration came from the need for there to be a destination where persons can fully emerge in a true musical experience,” Mitchell said. “Vybz Kartel’s true fans would know that this already existed, and it was called The Building. This was the home of Vybz Kartel and friends where he and his fans would connect weekly through the music.” He added that the event is particularly significant following Kartel’s 13-year absence from physically connecting with his audience.

For Str8 Vybz, the partnership is being positioned as an extension of the brand’s association with music and Jamaican culture. Chieftin Campbell, senior brand manager for Str8 Vybz, said the event provides an opportunity to revisit the role The Building played in Jamaica’s nightlife. “The Return of the Building represents more than just another entertainment event,” Campbell said.

“The original Building was an important part of Jamaica’s nightlife and dancehall culture, and its return creates an opportunity to celebrate that history while introducing it to a new generation of Vybz Kartel fans.” Campbell said the brand aims to integrate itself into the event rather than function …