With the massive setback that was COVID-19 pandemic a distant memory, Whirlwind International, conceptualiser of the Dancehall Road March, is retuned with a relaunch at  MECA, in the Marketplace complex, Constant Spring Road on Tuesday (November 21).

Whirlwind International Group, established in 2011, has embarked on a transformative journey, giving birth to groundbreaking brands that resonate with our diverse and vibrant audience. Championing the authentic expression of Dancehall and disrupting the traditional order to ensure that the culture remains respected, this message becomes clear in the words of Mr. Michael Dawson, CEO of Whirlwind International Group 

“As work takes me across the globe, I have concluded that our style, our fashion – our Vibe, the Dancehall vibe, is one in the best in the world but has never gotten its own March and platform for the global market penetration. That is the vision of Dancehall Road March. Our company, Whirlwind International Group, does a lot of work in Africa and Europe, whilst there I am always asked if Jamaica has for Dancehall that Trinidad and Brazil has for their genres. As a dancehall aficionado, frustrated, I initially linked Carlene in 2019 and said let’s go!”

Dancehall Queen Carlene (Carlene Smith), the pioneering style and dance maven, and producer/lead ambassador for the revived event, reiterated the commitment to a dancehall-focussed event even as the genre adopts the “road march” element popularly associated with soca and the carnival festivities.

“I firmly believe that dancehall can stand tall on its own feet and propel itself globally and this is our aim with this project, which we believe the public deserves to experience,” she said in outlining the decision to keep the faith in the event and to re-launch. She added that the aim is to start in Jamaica and to take the event worldwide. 

Carlene also noted that the genre continued to come under intense scrutiny and attack from some quarters despite its unquestionable contributions to the Jamaican economy and to the increasing power and reach of brand Jamaica as a cultural and entertainment beacon admired by millions, across the globe.

“Dancehall, going back even to the sound system foundation, is part of  Jamaican culture and has become a global phenomenon in its own right. We even witness where there is acknowledgement by our brothers in the hip-hop world, that genre, which itself is globally recognised and loved, owes its birth to the Jamaican dancehall and sound system foundation, so we want to recognise dancehall and reaffirm it as uniquely Jamaican and to give it its rightful place, as the sound and the creative expression of the people.” she said.

Even though the event incorporates the road march concept, Carlene points out that the event is not to be viewed as a “competitor” to similar soca events. “We are confident that there is room for diversity in the entertainment scene, and this is

not looking to diminish any other events. We believe in dancehall, and we think there’s a large number of persons who share that belief, even if they also enjoy other styles. We are counting on the support of our fellow Jamaicans who support our culture here and abroad .”

In addition to the expected street procession that will kick off on Boxing Day, the event will feature live performances and dancehall-themed fashion shows as well as special guest appearances from the music and fashion worlds. Participants will also have dancehall-themed outfits. The immortal Stone Love sound will keep the vibes high and pace the festivities with all the greatest selections and the Queen herself will be very much on hand and active throughout the day to give the event her own inimitable stamp. 

Born to a Jamaican mother and a father of German descent, Carlene first served notice of her dancehall proficiency as a teenager at local parties and fetes. While there were women in the Dancehall before her emergence, Carlene can be said to have shone the national spotlight on dancehall women dancers, as the first Dancehall Queen. She has inspired many in Jamaica and around the world and can be seen in many music videos, movies, documentaries and featured in newspapers and magazines. In addition, Carlene created the popular dance move “The Butterfly”.