Jamaican Disciple to Star in International Advertising Campaign

 
Jamaican singing sensation Andrew “Abijah” Smith, a disciple in the Kingston Church, recently signed a deal with the Jamaica Tourist Board to be the star of their new international marketing campaign.

The JTB, which is responsible for promoting Jamaica internationally as a tourist destination, chose Abijah over a host of major Jamaican reggae stars.

Having faced such stiff competition, Abijah says he is amazed that he was chosen. “There were a lot of artistes there who were far more popular than me,” he says. However, in an industry known for its temperamental performers, Abijah’s positive message and good reputation swung the vote in his favour.

“He is a very positive entertainer,” says Lorna Robinson, who works in the JTB’s Promotions Department. “He is eloquent, his music has a conscious message and he is the kind of performer that we feel can represent Jamaica well.”

The JTB was not only impressed with Abijah’s silky voice, but with his “look” as well. So much so that he was asked to appear in the ads instead of just recording the vocals for the soundtrack, as was originally planned.

Filming the commercials, which are scheduled for worldwide release later this year, took Abijah across the island to various exotic locations. The experience was “overwhelming”, the 29-year old Bible Talk leader said. When the shoot wrapped, Abijah had developed such a solid working relationship with the JTB that they began calling on him for other projects. He recently participated in a “Radio Remote” where the Tourist Board invited 10 US-based radio stations to Jamaica for a series of broadcasts. Abijah was one of the celebrities the JTB asked to participate in the numerous radio interviews because it is felt that he is among those who reflect “the best of Jamaica”.

The JTB deal is the latest triumph for the singer/songwriter, whose star has been steadily rising over the past 18 months. He exploded onto the Jamaican music scene when he won the Caribbean Music Expo (CME) talent search in October 2000. In 2001, he went from strength to strength, with his debut single “Revelation” going to #5 on the National Charts and remaining in the Top 40 for almost a year.

In addition, he performed at numerous big events that year, including Reggae Sumfest, the world’s premier Reggae Festival. With thousands of fans and representatives from the local and international media looking on, the disciple seized the opportunity and shared his faith during his performance at Sumfest. “I understand my mission, I know I need to set an example,” he says.

For 2002, Abijah’s diary is full. He just finished filming the video for his new single, “Press On” and he’ll be travelling to Japan to record a song with popular producer DJ Crush. His debut album will be released within the next few months and in the summer he will be doing a college tour in the US.

Even while his popularity is growing, Abijah is still often surprised at the extent of his celebrity. Earlier this month, he turned up at CME 2002 with his camera and autograph book hoping to meet some “big celebrities”. Instead, he recalls, “I got there and everyone was coming up to me asking for my autograph and taking my picture.”