Lybran signs deal with Pump It Up Roots Tonic Wine

Dancehall artiste Lybran, aka 'The Rumboss', is making big moves as he is now the new brand ambassador for Pump It Up Roots Tonic Wine.

The entertainer, whose real name is Lamon Cousins, said that he is very happy to be named the face of the brand and looks forward to working closely with the team to reach newer heights.

"It is a big opportunity for me and my Rumboss brand, and I am extremely elated for a break like this. This is only the start and we have a long way to go, but I know that this association will be very fruitful," he said.

Dean Williams, CEO of Pump It Up, said: "It was a no-brainer to use Lybran to promote Pump It Up. I think he has the image, the sound and the overall presence that we have been looking for, which is why we reached out to him in the first place. The name Pump it Up is synonymous with greatness and I know that having him on board will definitely take the brand to a whole other level."

As a part of the deal, Lybran will be representing the brand in various ways in the form of engagements, including a weekly Pump It Up Round Robin, road shows and other events. He also will be the voice behind the new commercials for both radio and TV.