Never ex­pected it — Spice

Daily Observer (Jamaica) - - SPLASH - By Richard John­son

ee­jay Spice is cur­rently rid­ing a wave of pop­u­lar­ity with the pub­lic­ity stunt she pulled off in the run-up to the re­lease of the lead sin­gle Black Hypocrisy for her mix­tape Cap­tured. On Wed­nes­day she brought the cam­paign home with the lo­cal launch of the project at Club 100 in St an­drew.

Speak­ing to her au­di­ence, Spice, whose given name is Grace Hamil­ton, used the op­por­tu­nity to re­spond to ques­tions re­gard­ing the pub­lic­ity cam­paign she or­ches­trated which in­volved re­leas­ing images of her­self with lighter-coloured skin, thanks to make-up. This she, noted, went be­yond her ex­pec­ta­tions.

“When I dropped the pic­ture I wanted to cap­ture just Ja­maica, be­cause the colourism that I’m at­tack­ing is what I know about. There are other races ex­pe­ri­enc­ing the same thing, but I can’t speak out for them. I have to speak out for what I know. So when I dropped the pic­ture first I thought it would just be in Ja­maica and we would talk among our­selves and then I’d grab ev­ery­body’s at­ten­tion to dis­play my mes­sage. But lit­tle did I know that it would grab the world’s at­ten­tion. So to be hon­est I re­ally never ex­pected what hap­pened,” she said.

The dee­jay who is noted for her raunchy per­for­mances, said this more con­scious, is­sues-driven side of her ex­ists, but she will not be drop­ping her sexy side any time soon.

“I wouldn’t say it’s a re­brand­ing be­cause I don’t want you to feel like I’m gonna stay there and con­tinue singing reg­gae songs. Mi haffi keep on sing mi lit­tle slack song dem, to be hon­est, be­cause that’s what the peo­ple love me for. So I wouldn’t say re­brand­ing. But I must say that there is a growth in ev­ery­thing and I am able to at­tack dif­fer­ent ar­eas and so that was just one of them. A lot of time peo­ple say... ‘On Spice al­ways singing this type of song,’ but the truth is that’s what my fans love me for and it keeps me trav­el­ling, but there comes a time, if I see some­thing that needs to be ad­dressed, I ad­dress it and this is some­thing that was re­ally needed. It has been swept un­der the rug and I, as a black woman, I just felt the need to at­tack it at this time. I alone can’t do it. We have to do it; we all have to do it to­gether. So if you are a per­son who used to go on In­sta­gram and dis­crim­i­nate (against) an­other black sis­ter or some­thing that she is do­ing, that’s what you need to stop. Colourism starts from within the home. You have even moth­ers who are do­ing it. “

“There are so many other is­sues, but one thing I re­ally want to sing about is the cur­rent thing that is hap­pen­ing in Ja­maica. When I’m away I get a call every three days that some­body died. We are los­ing peo­ple that we love and the crime (rate) is go­ing up. I think my next song is go­ing to be Spice for Prime Min­is­ter. I’m go­ing to at­tack all the is­sues that’s go­ing on within my coun­try,” she con­tin­ued.

On the topic of colourism, Spice noted that she has had per­sonal ex­pe­ri­ence and sug­gests that were she of a lighter shade she would have more part­ner­ships with cor­po­rate Ja­maica. “I’ve been in the busi­ness for over a decade and Sper­oni is the only cor­po­rate (brand) that has worked with me.

That is why I was push­ing their brand so ex­tremely hard. Do I be­lieve if I was lighter I would get more cor­po­rate spon­sor­ship?

Yes, I be­lieve so. Do I be­lieve I would get more sup­port from the cor­po­rate

(Photo: Spice/in­sta­gram)

Spice’s now in­fa­mous pho­to­graph used as a pub­lic­ity stunt for Black Hypocrisy, the lead sin­gle from her al­bum Cap­tured.

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