Tyrone Reid, Staff ReporterHERE IS a brainteaser - an alcoholic beverage being title sponsors of a gospel show. Do not be quick to dismiss the notion, as stranger things have happened.
Alcoholic beverages are major sponsors of local entertainment events. Gospel promoters often complain about not being able to solicit sponsorship from corporate Jamaica for their events.
See where a relationship can be nurtured? Perhaps.
Still, musician and producer Danny Browne says he does not see that union manifesting. "It does not seem practical either," Browne said.
Maxine Wittingham, the external communications manager at Red Stripe, advanced similar sentiments. If the company was to sponsor a gospel event, the member of the family that would make the donation would more than likely be Malta.
"I could not foresee that, but you could see a gospel show being sponsored by Malta," said Ms. Whittingham. "Within our portfolio we do have a brand, which is Malta, that is enjoyed by both the secular and Christian community... In our marketing we market our brands responsibly and strategically; if it is not appropriate to put our brand in a particular decision corridor or environment we would not do so," explained Ms Whittingham.
She stressed the importance of the company's efforts to assess and carefully evaluate all requests for sponsorship in order to determine the best brand fit.
Ms. Whittingham highlighted that over the years funds have been solicited from her
company by religious organisations, schools and churches. "... We have always been supportive of such activities and we are always happy to provide the necessary assistance to such an important community. Not necessarily as headline sponsors, but to provide financial sponsorship," Ms. Whittingham stated.
With that settled, The Sunday Gleaner contacted a few players on the local gospel circuit to ascertain who would participate in an event
that would see gospel music taking the hand of a noted liquor company in marriage or, at least, a one-night stand.
"Wow, that's a tough one," sighed Papa San. "I never really check about the sponsors, that's not my job... because most of the shows I do I don't know the sponsors."
However, the gospel deejay said that he would not take the stage on a show that is sponsored by an alcoholic beverage company, because he is not an advocate of drinking alcohol.
"If it is promoting an alcoholic beverage I wouldn't do that, because I am already against drinking alcoholic beverages. I cannot support something I don't promote," said San emphatically.
Danny Browne declared that he would not participate on a gospel show that has the name of an alcoholic beverage in its banner. However, if the liquor company is a 'behind the scenes' sponsor, then the promoters of the show stand a chance at booking him on the event.
HEADLINE SPONSORS
"If they (liquor company) are not headline sponsors, I could see myself being involved with that, only if I could determine that this event will bring a glorious harvest, then I could see myself looking beyond the sponsors and at the possible outcome," reasoned Browne.
The former secular music producer and musician added that he would have to pray about the matter. In addition, he would have to be promised in advance that the brand would not be prominently displayed at the venue, coupled with the assurance that the sponsors cannot sell their products at the event.
Of note is that most of the gospel music industry people interviewed by The Sunday Gleaner said they would perform on a secular show like Red Stripe Reggae Sumfest if they got the green light from the Lord. Of course, the premier summer festival is not just secular but also has an alcoholic beverage as its headline sponsor.
DOUBLE STANDARD
Is that double standard?
Well, in the eyes of the artistes, the secular stage would be a good avenue for getting souls to embrace the cross. "I would have to contemplate that very hard, because it is a perfect opportunity to win at least one soul, so I wouldn't beat it down," reasoned Nichole Robinson-Arkins.
In the same breath, she said that she would have hang-ups about being booked on a gospel event that is being backed by a liquor company because "If I do I will be promoting what I am against, what my morals stand for, so I guess I would have to pray about it. God has to give me the OK to go ahead and do it."
On the other hand, she utterly rejected the notion of the said beverages being available for consumption at the event.
The Sunday Gleaner caught up with Omar Stewart, 17, who is a gospel music enthusiast and a student at the University of Technology (UTech). He rebuked the mere thought of gospel events and alcoholic beverages even holding hands, much less going steady. "It does not add up. I don't see where light and darkness can walk together. In other words, the (gospel) artistes would actually be promoting the alcoholic beverage and that is a no no," said the youngster in a firm and unwavering tone.
The suggestion of making the liquor available for public consumption received a much
sharper rebuke from the young man, who has been saved for five years and attends a popular Pentecostal church in the Corporate Area. According to Stewart, selling alcoholic beverages at a gospel show would epitomise contradiction. "That is even worse, even if they are catering for the unsaved at the event. You are actually giving them something that you are trying to draw them away from," he said.
SCHEMES
Red Stripe had the last 'shot', as Ms Whittingham agreed that providing alcoholic beverages at gospel events is not the grandest of schemes. She said while she could not forbid other bodies from purchasing the products marketed by Red Stripe and then make them available for public consumption at these shows, she could speak on behalf of her company.
"For us, we would not necessarily promote our alcoholic beverages at such events, if we deem it inappropriate," she said.
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