Jump for Jamaica Celebration Anthem and and Summer Sintings – Experience-Jamaica Pop-ups
“MEK IT YOUR OWN”
Brief
Jamaica 50 Celebration Inc., 21 Music, Calabash Musicand Delectant Media partnered to produce the international anthem, “Jump for Jamaica” – Canada’s contribution to the worldwide mosaic of artists and producers bringing their voices together in celebration of Jamaica’s 50th Anniversary of Independence.
Jamaican-born music entrepreneur, Chris Smith, helmed the production. Smith is an innovator and trendsetter, founder of Chris Smith Management, voted Management Company of The Year by CMW and UMAC, and chosen Best of Canada 2010 by KA Magazine.
Proceeds from the sale of “Jump for Jamaica” benefit RISE Life Management Services, a non-governmental organization, established in Jamaica in 1989 as the island’s first outpatient treatment center for addictive disorders. Over the years RISE has adjusted its direction and focus to meet the current needs of the young at-risk population in Jamaica, particularly those living in inner-city communities. RISE is an acronym for Reaching Individuals through Skills and Education.
Deliverables
“Jump for Jamaica” was released to the public on May 21st at the first in a series of Summer Sintings – Free experience-Jamaica pop-up mini-events across the GTA, in partnership with Toronto’s G 98.7.
The song was presented flash-mob-style at each event by The Jump Crew, a team of approximately 20-30 dancers – professionals to amateur.
Results
Each event’s DJ/host and the Crew’s dance captain directed the dancers to encourage onlookers to join in the fun and learn the The Jump. The big pay-off? Everyone got to show-off his or her skills in one massive group dance.
The magic spilt well beyond Canadian borders where participants all around the world, including Jamaica, were showing off their take on The Jump online.
