

By Ashleigh-Ann Mowatt
If you live in Jamaica, by now you’ve likely heard about the heated back-and-forth between fans of dancehall artiste Spice and members of the Christian community.
This public debate comes after the recent news that Spice’s school tour, dubbed the “Oh No” tour, was abruptly cancelled following a public rant by Reverend Jeffrey Shuttleworth. On his radio show, Shuttleworth denounced the tour, calling it a threat to moral values rooted in Christianity.
The announcement of the “Oh No” school tour was welcomed with fanfare but quickly drew outrage from sections of the Christian community. These concerns led many schools that had planned to host the tour to back out overnight. In subsequent media interviews, Spice shared that she felt shocked after receiving several emails from school administrators informing her of the cancellations, citing unrest and pressure from parents and the church.
For context, Spice explained that the “Oh No” school tour aimed to empower high school students to identify their personal values and stand up for themselves. However, it clashed with public perception due to her provocative dancehall persona and explicit lyrics from her recently released Hell No music video—which carried similar branding to the school tour.

Shuttleworth’s criticisms, coupled with pressure from parent groups, triggered widespread discussions about the influence of Spice’s dual reputation on young people in Jamaica.
Following the cancellation, Jamaica’s Culture Minister Olivia “Babsy” Grange and Education Minister Dr Dana Morris Dixon convened a meeting with the key parties involved, including Spice, Shuttleworth, and other church leaders. The meeting sought to address several concerns on both sides. Of particular importance were discussions on the perceived immorality of dancehall music and whether influencers in the space should be involved in youth development initiatives. While no official resolution has been announced, this case highlighted how essential reputation management is for navigating conflicts like this.
𝐔𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝𝐢𝐧𝐠 𝐭𝐡𝐞 𝐃𝐮𝐚𝐥 𝐈𝐝𝐞𝐧𝐭𝐢𝐭𝐢𝐞𝐬 𝐨𝐟 𝐃𝐚𝐧𝐜𝐞𝐡𝐚𝐥𝐥 𝐀𝐫𝐭𝐢𝐬𝐭𝐞 𝐒𝐩𝐢𝐜𝐞
Spice (Dancehall Artiste):
- Represents the bold, unapologetic essence of dancehall.
- Unfiltered depictions of the lifestyle, belief systems, and issues affecting marginalised groups
- Confidence and resilience
- Entertainment through raw, authentic performances
Brand values:

- Feminine power and independence
- Creativity and cultural authenticity
- Unapologetic self-expression
Grace Hamilton (her actual Government name)
Represents the woman behind the spotlight, known for her outreach efforts and charity work.
- Advocate for women and children’s welfare
- Engaged in charitable work in Jamaica, Ghana, and other countries
- A role model outside of music, highlighting education and community development
Grace Hamilton’s Core Values:
- Kindness and compassion
- Women’s empowerment and mentorship
- Social responsibility and charity
What are the concerns regarding Spice’s dual reputation in the media?

Let’s set the record straight: Church leaders and conservative members of the public perceive a conflict between Spice’s two brand identities—her bold stage persona and her public image as Grace Hamilton. They believe this duality creates confusion.
The other concern is that Grace Hamilton, as a brand, is practically unknown. Who is Grace Hamilton and how is this brand identity remotely different from Spice?
There is also fear that the influence Spice, the artiste, and other dancehall heavyweights can have on the youth may disrupt Jamaica’s moral fabric.
But is Spice the first woman entertainer to hold a dual public reputation? Of course not.
Can a public figure have dual identities/brands?
Yes, and we’ve seen countless successful examples. Here are two you are familiar with:
Beyoncé Knowles vs. Sasha Fierce: Beyoncé’s stage persona, Sasha Fierce, embodies bold confidence, while her personal brand reflects family values, professionalism, and philanthropy.
Lisa Hanna: A former broadcaster seamlessly transitioned into roles such as beauty queen—Miss World 1993, and politician. Lisa continues to demonstrate that public figures can balance multiple reputations effectively.

These women succeed because they distinguish their identities clearly. They maintain distinct branding and messaging for each persona, allowing audiences to appreciate their multifaceted nature without confusion.
What Spice did right to safeguard her brand identities
Before you assume this is all criticism of Spice, let me clarify: she’s actually done several things right.
Spice has shown efforts in managing her brand identities by:
1. Acknowledging the concerns through media interviews to protect her reputation.
2. Meeting with stakeholders to reach an amicable resolution.
3. Keeping her audience informed through regular updates on social media.
But let’s accept a very obvious truth here, Grace/Spice needs to do more work to educate her audience and the wider public about Grace Hamilton. Who is she?

Spice’s digital presence and reputation management
Spice’s influence is most visible in the digital space, where she uses social media and online platforms to connect with fans, promote her music, and collaborate with industry stakeholders. As such, she has a dual digital reputation to manage—one for Spice and another for Grace Hamilton.
What is considered digital reputation?
Digital reputation refers to how others perceive an individual or brand based on their online presence. This includes everything from social media profiles and online reviews to media coverage and digital content. It shapes public opinion on a brand’s authenticity, authority, values, and credibility.
What is digital reputation management?
We all have a digital reputation, whether we’re aware of it or not. If left unmanaged, it can lead to serious consequences.
Digital reputation management means actively shaping and protecting your online image. It involves monitoring what’s being said about you, creating strategic content, addressing negative feedback, and ensuring your messaging aligns with your values. By staying in control of the story being told about you online, you can build trust and credibility.
Why Should We Care About Digital Reputation Management?
A brand’s digital reputation can make or break its success. Your audience expects authenticity, consistency, and accountability. Without proper management, your brand can be misinterpreted or manipulated, leading to serious damage.
If not managed effectively, your digital reputation can spiral out of control, resulting in:
1. Damage to Brand Integrity: Negative content, whether from competitors or critics, can tarnish a brand’s image.
2. Brand Misalignment: Without oversight, brands may inadvertently align with conflicting values or messages.
3. Public Confusion: Inconsistent messaging creates distrust and uncertainty.
What Spice can do better to safeguard her dual identities
1. Reduces Sabotage Risks: Proactively monitor and address concerns to limit reputational damage.
2. Distinguish Personas: Clearly differentiate between Spice and Grace Hamilton through distinct messaging and branding.
Recommended communication channels for Grace Hamilton
1. Social Media: Update platforms like TikTok, YouTube, and Instagram more consistently. The Grace Hamilton Foundation’s page on Instagram, in particular, could showcase more outreach activities.
2. Website: Create a dedicated website housing information about her charity work and achievements.
3. Email Newsletter: Send regular updates on her activities and advocacy projects.
4. Podcast/Documentary: Long-form content could help bridge the gap between her stage persona and personal identity. I’m talking about an extended feature or documentary about her life – Who is Grace Hamilton?
Why your digital reputation is your responsibility
Whether you’re a corporate brand or a public figure, managing your digital reputation is your job—not your audience’s. Leaving your image up to public interpretation can lead to misunderstandings and damage.
Whether you agree or not, that image is shaped online.
As Elephant Man said, “Thirst is nothing, image is everything. Obey your image.”
Take control, define your brand, and proactively manage your brand—before someone else does it for you.
Ashleigh-Ann Mowatt helps professionals and businesses build a strong, authentic online presence. As a reputation management consultant, she guides clients in telling their stories and standing out in the digital space.
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