Boom Boom goes ‘global’ with renewed brand deal

Popular selector/MC Boom Boom is now being dubbed 'Global Boom' after re-signing his international contract with Wisynco's Boom Energy Drink.

Boom Boom was left speechless, as he said this year's recognition means a lot to him.

"Dah one yah bigger and better dan everyone one a di renewal enuh. Memba seh Boom gone international yah now, and fi a youth like me from the garrison a represent fi Jamaica number one energy drink internationally is a world look fi mi and also di members from the streets," the hardcore selector said. He said that this partnership has helped to keep him on the straight and narrow.

"It keep me outta trouble because, memba yuh a rep fi a brand, suh more while people duh certain things, but before mi even react, mi member di brand. In the garrison, weh di most Boom sell, when mi go in, people gimmie mi recognition. Dem all start call mi 'Universal Boom', 'Global Boom', and it mek mi feel real good," he laughed.

Boom Boom expressed confidence that this partnership was orchestrated by fate as he said, even before formally drafting his first contractual agreement with the company, he has been representing for the product.

"Yuh si di name Boom Boom and Boom energy drink, it just match - is like when dem come wid dah name yah, dem just did a think bout me," he said laughing, adding that he also named his street party 'Boom Sundays' even before he was contracted as an ambassador.

"Mi always tell di ghetto youth dem seh yuh affi believe inna yuhself enuh, cause mi did always have it inna my intention seh Boom affi sign me. Suh from dem time deh when mi a promote Boom, whole heap a people think mi sign dem time deh. But just fi di likkle fame and hype, mi seh 'Yeah man, memba mi sign to Boom' and a few years later mi get di contract. Suh, a just fate, true alignment and self believe yuh nuh," he stated.

Sharing in his excitement is Erin Mitchell, head of consumer marketing at Wisynco, who hailed Boom Boom for taking the brand from the local streets to international waters.

"Boom has had a relationship with him for at least six years and informally for more than 10 years. We're very pleased to continue the relationship. He wears brand Boom anywhere he goes and [the drink] is a lifestyle, and Boom Boom is the lifestyle that Boom wants to be a part of; so it works well for both of us. Suh we saw it fit to re-sign his contract and we wanted to do it big and boasy," Mitchell told THE WEEKEND STAR.

With Boom Boom now a Boom Energy Drink Global Ambassador, Mitchell explained that, though his representation will still be strong locally, his known global reach as a selector representing dancehall and the Jamaican culture will now be more cemented internationally through his brand representations. She said there are no specific expectations in being signed, as this is a "mutually beneficial partnership in which he continues to support us and we continue to support him [under] his multi-year contract".

The DJ was honoured in his Grants Pen, St Andrew home town on Wednesday, and, for him, it was more of a celebration of unity.

"The vibes was just crazy. Di people dem inna my community believe inna mi from day one, suh wah a happen right now, it nuh come off as a surprise to dem. Boom a duh a great job and a great endorsement and mi really deserve it," he said.