September 29, 2010


• Company Cements Commitment to the Development of Jamaica’s Reggae Music Industry

KINGSTON, JAMAICA – 28 September 2010:– Digicel Jamaica’s Bigger, Better Network yesterday further cemented its commitment to supporting the development of Jamaica’s reggae music industry with the signing of a strategic partnership with the young, energetic and successful reggae artiste – I-Octane. Speaking on the partnership during the signing which took place at the telecommunications company’s headquarters in New Kingston, Head of Marketing, Donovan White expressed, “Over the past 9 years, Digicel has demonstrated a strong commitment to preserving and developing all that’s rich and beautiful about Jamaica and our reggae music is a big part of this. Yesterday’s signing is therefore further testament to the value that our Digicel brand places on brand Jamaica. I-Octane’s music embodies positivity, his track record of releasing successful hits after hits is indeed synonymous with Digicel and we look forward to working with I-Octane and his manager”.

Born Byiome Muir in Sandy Bay Clarendon, I-Octane has swiftly risen to the top as one of the most successful and conscious artiste in the reggae industry. With a passion for positive lyrics and a burning desire for success Muir has become a brand for delivering stinging performances that grasp entertainment-drenched crowds into a mist of entertainment bliss.

Widely hailed as the best performing artiste on Dancehall night at the 2010 Reggae Sumfest, I-Octane has been a part of the Digicel family for over the past four months as its brand ambassador for the company’s ‘Next Generation’ marketing campaign. Continued White, “I-Octane is a natural fit to represent the Digicel brand and a true role model for young men who aspire to be the best at whatever their endeavors are.”

I-Octane is also delighted with the partnership that he has formed with Digicel and said in an exclusive interview:”I feel great about this accomplishment with Digicel because it will undoubtedly take the brand I-Octane to a different level. This endorsement will allow me to continue to deliver clean and fun reggae lyrics to people that motivates them to believe in themselves and reach out for their goals.”

In closing, Digicel head of marketing comments: “There is no doubt that I-Octane has just scratched the surface of his musical success and we look forward to this partnership as we continue to lead by example and deliver on our promise to Jamaica that if it matters to them, then it matters to us at Digicel."


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