Alkaline and New Period Productions are set to host their unique New Guidelines Competition occasion on the prestigious OVO Enviornment Wembley in London on April 17, 2025.
“This can be a uncommon alternative for followers to witness a singular and unforgettable expertise,” Leisure publicist Rickardo Shuzzr of Shuzzr Media, informed Caribbean Life on Monday.
“This live performance will see one among Jamaica’s most distinguished modern dancehall figures returning to the UK after eight years,” he added. “Dubbed a landmark occasion for followers and followers of the style, the enduring OVO Enviornment Wembley, a premiere venue, will showcase one of the crucial extremely anticipated dancehall occasions.”
Alkaline stated the occasion has been “within the works for a while now, and I do know my followers within the UK have been ready a very long time, and now the date is locked.”
Following the pageant’s triumphant return to Kingston, Jamaica, in the summertime of 2022, Shuzzr stated followers throughout main cities within the USA, UK, Canada, Europe, and Africa had been eagerly anticipating the New Guidelines Competition.
“The upcoming 2025 version guarantees to be a memorable and thrilling occasion,” he stated.
Kereena Beckford, Alkaline’s supervisor, stated: “Alkaline’s model and the demand for the New Guidelines Competition are simple.’
“Once we analyze the fan base, which is increasing globally, there’s a clear urge for food for culturally vital and healthful leisure experiences,” she stated. “New Guidelines Competition gives the market with that.”
Shuzzr stated Alkaline, arguably essentially the most profitable impartial artist to emerge in reggae-dancehall, has “undeniably impacted the style globally over the previous decade.
“His affect can be felt in quite a few singles and chart-topping albums dominating digital streaming platforms (DSPs) and globally acclaimed charts, making his followers worldwide proud,” he stated.
Throughout its 2021 enlargement into over 80 nations, Shuzzr stated Spotify named Alkaline the face of its “Again A Yard” playlist.
“This playlist, which options the ‘largest and largest tracks from Jamaica’s dancehall scene,’ is a testomony to Alkaline’s affect and recognition,” he stated, stating that it showcased 51 dancehall tracks from genre-leading headliners, with Alkaline’s tracks “constantly outperforming his friends.
“In actual fact, he boasted the best pure gross sales for any dancehall act throughout the first week of the streaming period, a transparent indication of his international attraction and the demand for his music,” Shuzzr added.
He stated Alkaline’s return to the UK follows latest successes, together with a BPI Silver certification for his collaboration with WSTRN on the monitor “Txtin.”
“This collaboration showcased his versatility as an artist and his skill to cross into totally different music genres,” Shuzzr stated. “His groundbreaking characteristic in Givenchy’s 2023 Summer time Assortment marketing campaign additional solidified his affect, as he turned the face of the lads’s international promoting marketing campaign for Givenchy Spring-Summer time 2023.
“This collaboration highlighted the distinction between Givenchy’s tailoring heritage and the city aesthetic Matthew M. Williams had established for the model, additional cementing Alkaline’s standing as a trendsetter within the music and vogue industries,” he added.
