Trinidad beer producer Carib has contracted the man currently considered the world’s premier record producer, Grammy winner DJ Khaled, as part of its marketing campaign for the rollout of its ‘World of Change’ products which was officially launched last night.
DJ Khaled, one of the most recognised names and faces in world entertainment, will be an ambassador for Carib and will work with the company for two years.
Carib’s World of Change is a global rollout of its rebranded drinks as part of the company’s 70th anniversary celebrations, with a target of attracting more international sales.
As part of the rebranding, the Malta brand has changed from Malta Carib to Carib Malta and Carib recently also launched Carib Blue, a premium beer with six per cent alcohol.
In an advertisement produced by Ross Advertising, DJ Khaled, whose real name is Khaled Mohamed Khaled, during a cameo appearance is heard saying to co-workers in a meeting room, “I’m going to take you to the world’s most exciting playground,” against the backdrop of Caribbean beaches.
“You work hard, we’re gonna play hard,” he says, as people are seen partying with the flags of some Caribbean countries in the background.
Early on in the video, which features Trinidad and Tobago soca producer and artiste Kerwin Dubois and Jamaican dancehall superstar Shenseea singing Can You Feel It, a song conceptualised by Major Lazer’s Jillionaire, DJ Khaled announces, “We’re gonna be liming.”
In one clip, he is seen waving a Trinidad and Tobago flag before holding up a Carib beer while saying, “Another one!”
DJ Khaled has posted a preview of the video on his Instagram page, which has 26.4 million followers.
“I had fun filming this months ago…bless up to the Caribbean and bless up @caribbeer thank u for the love,” he said, adding, “Let me introduce you to the world’s most exciting playground! Check out @caribbeer tonight at 8 pm EST for their unveil of #worldofchange.” In an online biography at www. allmusic.com, it was noted that in the latter half of the 2000s, DJ Khaled, surrounded by a cast of high-profile associates, has factored into triumphant crossover singles that have seemed like events.
These include the Top Ten pop hits I’m on One (2011), I’m the One (2017), Wild Thoughts (2017), No Brainer (2018) and Popstar (2020), which count US artistes Drake, Justin Bieber, Chance the Rapper and Rihanna among the eager featured artists.
Khaled’s first eight albums, from 2006 through 2015, peaked within the Top 20 of the Billboard 200, while his ninth and tenth, Major Key (2016) and Grateful (2017), crowned the Billboard 200. Father of Asahd (2019) made Khaled a Grammy winner when Higher, a collaboration with Nipsey Hussle and John Legend, was awarded Best Rap/Sung Performance.