Jahvy Ambassador, the Dancehall producer behind several of Alkaline’s hit songs, has revealed that he signed a partnership with luxury car brand Jaguar.
In an Instagram post earlier this month, Jahvy, whose real name is Jahvel Morrison, said the partnership was conceived to “showcase the lifestyle of the brand new Jaguar F-PACE.”
Morrison, who is the principal of Tru Ambassador Ent, told DancehallMag that the partnership has been amazing thus far. He added that his influence, intelligence and talents as a music producer will add to the marketability of the Jaguar brand in Jamaica.
“It’s the lifestyle that our generation wants to see and adapts to so it sells,” he said of luxury in Dancehall music.
“Corporate brand networking helps to put a different and more marketable image on Dancehall,” the Ocean Wave producer added. “It helps the image of the culture, and shows there’s more to it than just guns and explicit sexual lyrics”.
“Nuff love to everyone who’s supported my career over the years.
In other posts, the producer has been showing off the sporty, new F-PACE. Newly refreshed for 2021, the F-Pace was Jaguar’s first SUV when it was introduced for the 2017 model year.
In 2019, Morrison signed a brand ambassador deal with Jamaican sports outlet, Western Sports. In 2020, after the release of his Soul Survivor riddim, he signed a record deal with Atlantic Records for Kranium‘s Gal Policy, which was one of the hit songs featured on the riddim.