( l - r ) Demarco, D'Angel - file photos

Digicel Jamaica, a main sponsor of Reggae Sumfest since 2001, has partnered with the talented and versatile international producer Demarco to create a hot, new rhythm that will be the catalyst behind the company's Sumfest campaign this year.

"So far, the rhythm features nine of dancehall's hottest acts including Tifa, Liquid, I-Octane, Bugle and D'Angel," shared Shelly-Ann Curran, senior sponsorship manager at Digicel.

something edgy

Speaking to Demarco on the inspiration behind the production of this rhythm, he commented: "I actually got a call from Digicel saying they're looking for something edgy, something with a party vibe that will excite and entertain Jamaica. So the rhythm was created with all of that in mind, plus ensuring that it represented Digicel's innovative spirit."

Demarco also made note of the kind of artistes that are featured on the production, saying that "they are recognised as being among some of the most futuristic artistes that represent the next generation in Jamaican music. Overall it's a good project".

In the meantime, Digicel was still mum on what their Sumfest campaign for 2010 entailed. "We'll be unveiling the entire campaign at the Sumfest media launch, but it's going be an exciting summer with Digicel," Curran said.