Sikka Rymes lands endorsement deal

Dancehall artiste Sikka Rymes is the latest artiste to secure a major endorsement deal with a popular brand. This after urban clothing line, Off-White, named the entertainer as its latest ambassador. The value of the deal has not been disclosed, but it is said to be worth six figures.

In an interview with THE STAR, Sikka Rymes said he was overwhelmed that the popular brand had been paying attention to his growth in the music industry.

"Off-White is a super cool urban brand that represents culture and diversity for the youth, so it made sense and fits in with my style of music as an international artiste. I like to be just as diverse in my work and representation of my Jamaican roots as the brand is with their clothes," said Sikka Rymes. He revealed that as part of the partnership, he was asked to compose a track for the brand's summer collection. The single Off White was released on June 29.

"The designer Virgil and the team reached out to me with the idea of doing the collab for their summer collection and I've always loved what Off-White does as a brand, so I was happy to work with them," he said. "The single has been doing well and I am happy for the chance to have put my skills to work on a project for this brand." Virgil Abloh, Off-White's CEO, said working with Sikka Rymes was easy as he feels the artiste "has a sound like none other".

"There's a magic energy to the music, the production and the presentation of his artistry. It has been organic and easy to work with him," he said.

In addition to the new single (complete with accompanying music video), Sikka Rymes recently wrapped up a marketing shoot for Off-White. He noted that he has a variety of tastes in clothing and said he will be collaborating with Off-White in that arena, too.

"It's just the start for my brand. Sikka Rymes is a diverse artiste and I aim to do a lot more work internationally. As you know, I've been travelling a lot and want to share my music and talents with a wider audience. I have a film company and a record company, so it's always a great thing to be able to work with such legendary brands and people from across the world in ways that extend beyond just the music."