This past weekend, much of the consistent chatter across social media stemmed from news that emerged on Friday that Jamaican dancehall artist, Shenseea had been selected by Trinidad and Tobago’s Carib Beer, to be their newest international endorsee.
Ecstatic for having signed her ninth endorsement deal, even amid the pandemic slowdown, Shenseea shared the news with fans via social media. Despite her happiness though, many questioned why the company would choose a Jamaican artiste to be its international brand ambassador, over a Trinidad and Tobago entertainer. In response, one person took to a popular Instagram page saying, “The reason our local dancehall artistes don’t get sponsored from these companies like @caribbeer @stagamansbeer @digiceltrinbago etc is because of the type of music they promote, which is violence. Big-name companies won’t endorse that.”

Others chose to disown the Carib brand altogether, making it clear that their choice of beer would always be Carib’s brother brand, Stag. One person went on to suggest that Trinidad and Tobago’s artistes may not be considered ‘marketable.’ “Maybe you Trinis are not marketable and Shenseea is, and Carib tryna go global and not just local. You guys need to look at it as business and not because you from Trinidad you should get that.”
That comment sparked a firestorm of rage from locals, taking the conversation to the carnival culture, with a well known carnival photographer going as far as to say, “Jamaicans use our designers and brands for their carnival. In fact their uptown crowd may love soca as much as they love dancehall…”
Amid the tit for tat playing out across social media, the company has not made any counteractive remarks on the issue. A statement issued simply welcomes the dancehall superstar to the company, highlighting the good feedback received in the aftermath of the announcement.