It was a pinch-me-to-prove-that-it’s-real moment for dancehall veteran Macka Diamond when her team told her that they had signed off on a brand partnership deal with her and retail giant, Wal-Mart.
“Wal-Mart! You mean Wal-Mart that’s up the street from where we are right now? Onnu a joke or wha’? That was my first response. I remember Gianni [team member] told me that he had some news for me, but he wanted to see me in person. Add that was the news,” the girl from the Diamond District shared, still sounding as if she hasn’t yet quite taken it all in.
It was a pinch-me-to-prove-that-it’s-real moment for dancehall veteran Macka Diamond when her team told her that they had signed off on a brand partnership deal with her and retail giant, Wal-Mart.
“Wal-Mart! You mean Wal-Mart that’s up the street from where we are right now? Onnu a joke or wha’? That was my first response. I remember Gianni [team member] told me that he had some news for me, but he wanted to see me in person. Add that was the news,” the girl from the Diamond District shared, still sounding as if she hasn’t yet quite taken it all in.
“I honestly didn’t know at the time how to feel that excited feeling,” Macka Diamond continued. “But right now I am very excited … but I am also a little nervous wondering how I’m going to do this.”
A press release from her fairly new management team explained that as part of this “groundbreaking collaboration” with Wal-Mart, Macka Diamond will embrace the role of a social media brand ambassador for the company and will “harness the digital landscape to amplify the brand’s message to her audience”.
“As a social media brand ambassador, Macka Diamond will bring her signature style and charisma to various Wal-Mart products, connecting with consumers on a personal level, creating a dynamic fusion of entertainment and retail. This partnership signifies more than just a brand association; it represents a shared commitment to excellence, innovation, and cultural appreciation,” the release stated.
Macka Diamond, born Charmaine Munroe, is a past student of Holy Childhood high school, and has done a lot and seen a lot more in her 52 years. Somehow, the word “reinvent” usually finds itself affixed to her in many articles written about the deejay, author, health and fitness aficionado, fashionista and diva. Having paid her dues in the dancehall, emerging from a Lady Mackerel moniker – given to her after she answered a song by Major Mackerel – to adorning herself with the gem that’s a girl’s best friend, the bejewelled Macka is shining in a great space.
“Stay focused and never give up,” is the advice from the artiste whose career has seen her jump into survival mode and emerge a winner on enough occasions for her to justifiably pop her own collar in commendation.
A pro at dodging rocks hurled at her by trolls and critics within and outside of the music industry, she stated, “Dem stone Jesus and spit pon him, so who is me not to tek stoning and spitting. Sometimes I never even have the strength to move, but I have to scoop up myself like how yuh use a spoon to scoop up some sugar … and get dressed and show up.”
“The music business can be unfair, but now is not time to lament … now is time to celebrate. Macka Diamond is here and making big moves,” added Macka Diamond, who some years ago answered her critics by flipping their own script and transforming herself into an amusing Granny named Mackadocious during her performances.
Macka Diamond, who has written four books, is thrilled that her brand is growing more tentacles and for her the sky is the limit. She was quick to point out, however, that music is her core and noted that release the video for her song, Numb, coincided with last weekend’s annoiuncement of her new brand ambassadorship
Ideally, Macka who embarked on a health and fitness journey years ago, and is still trekking along that road, sees herself endorsing products that align with this aspect of her life, or perhaps something that is beauty-related.
“They are throwing stuff at us and it’s for us to decide exactly what path we are taking. I could see myself promoting an exercise machine, for example. I am leaving all the big decision to my team, These guys are young and vibrant and they understand the assignment. When we just started working they told me to watch and see what they could do … and in less than one year they have done so much. I am impressed,” Macka declared.
She confessed, however, that there have been times when she didn’t see eye to eye with them as it related to ideas and excution for photoshoots.
“True me stubborn sometimes and still want my own way, mi will seh ‘Mi nuh waan put on dis.’ And dem insist and seh ‘Put it on.’ And … it always work out. The picture dem come out looking so good,” the artiste shared.
This Wal-Mart opportunity, which her team states “emphasises the mutual benefits of Jamaica’s cultural resonance and corporate vision” comes on the heels of Macka Diamond’s brand ambassador deal with perfume company Dossier. She shared that what was initially a one-off assigment was so impressive that Dossier invited her onboard.
“I love these kinds of collaborations. Dossier and now Wal-Mart, one of the world’s foremost retail powerhouses. Wow! It is a good look and I look forward to using my platform to bring a fresh and vibrant energy to Wal-Mart’s message,” Macka said. “
