by Jodee Brown
Emerging Dancehall star, Potential Kidd has lost his first major endorsement deal just as quickly as he won it.
The popular deejay, who shot to prominence with the release of his debut single, Yah So Nice earlier this year, has been dropped from an endorsement deal with Jamaican telecommunications outlet, LIME. This, ironically took place following concerns from brand officials over lyrical content in the raw version of Yah So Nice.
In a press release issued by LIME late Tuesday night, LIME explained that they organized talks between Potential Kidd and persons who were unimpressed with his lyrics in the song, which allegedly promotes violence against women and condemns homosexuality. After the telecommunications company expressed their dissatisfaction with the unedited version of Yah So Nice, LIME decided to drop the Trench Town deejay from their Champs promotion, which would have included a performance at a school concert by Potential Kidd.
“What we would want is for our artistes to express themselves freely but responsibly and we think civil society can play a big role in this regard,” said LIME Jamaica’s Managing Director, Garry Sinclair in a statement.
For his role, Potential Kidd apologized for any offense his song had caused.
“I do not support violence against women or homosexuals,” he said.
Just last week, Potential Kidd unveiled the official music video for Yah So Nice, which was shot in his home neighbourhood of Trench Town.