In celebration of its milestone 25th anniversary, Magnum Tonic Wine has joined forces with the Now or Never music label to release the 'Tun It Up Loud' rhythm. The project, produced by Rogen 'Ruption' Walker, and Jordan McClure of Chimney Records, will feature 16 of the most promising stars from the new dancehall generation. The title track is performed by Rajah Wild.
The partnership between Magnum and Now or Never represents a benchmark in the brand's ongoing commitment to supporting and championing dancehall culture. Magnum Brand Manager Brandon Wallace emphasised that the rhythm could not have come at a more appropriate time. "This new project builds on that legacy by showcasing and investing in the fresh, young talent that defines today's dancehall scene," he said.
"We take pride in being champions of dancehall, supporting not only the genre's legends such as Spice and Ding Dong, but also emerging talents." He noted that Magnum has previously teamed up with Chimney Records to offer the 2023 winner of the Magnum Top Performa Competition the chance to have a song professionally produced. Wallace said that partnering with Now or Never allows Magnum to continue championing the growth and evolution of dancehall.
Walker, a highly respected video producer, has been planning his transition into music production since January. Last summer, he debuted as a co-producer of the 'Big Bunx' rhythm. As the executive producer of Tun it Up Loud, he has worked closely with McClure to fuse the nostalgia of dancehall's past with the dynamic energy of its future.
"It is a milestone for me, first and foremost. The first time I heard this rhythm in a session with Jordan, I knew there was something special about it. I have been working on it in the shadows, and now is the perfect time to release it.
Magnum is a brand that always supports dancehall. With them celebrating 25 years - a huge accomplishment - I saw the opportunity to bridge the gap between the new generation of dancehall and a brand that has contributed so much to our culture," Ruption shared. Artistes like Moyann and Roze Don are key contributors to the project.
"Rajah [Wild] and I have had a really close working relationship ever since Wild Out on the Big Bunx riddim, so I chose him to lead the release. Moyann is currently in the studio, and I'm excited to hear her track, while Roze Don's song is a personal favourite," Walker added. Ding Dong, dancehall's proclaimed 'Dancing King', is featured in the promotional campaign for the rhythm, his presence bridging the gap between the established and emerging generations of dancehall artistes.
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