Aidonia sends ‘strong’ message to the world

Dancehall hitmaker Aidonia is delivering a "strong" message to fellow Jamaicans and the world.

Speaking to THE STAR at the recent media launch for Campari's 'Respect The Bitter' campaign, the recording artiste said that the pandemic should have taught persons a lesson about "protecting themselves".

"We have learnt a lot in two years," Aidonia said. "It showed us, you have to put Jah first and protect yourself." Asked if he felt there was another lesson or if he had any advice for the world and Jamaicans locally and abroad, he said: "You have to be smart physically and mentally. You also have to be smart financially."

Noting that since the pandemic, it has been one disturbing news headline after another, from the rising crime rates, mass murders and the emergence of monkeypox, Aidonia expressed great concern for the world. "We have to just stay strong," he urged.

On a more positive note, he shared that he was looking forward to reconnecting with the local dancehall community, to travel and perform for fans.

BREAKTHROUGH

Known for hit singles such as Pretty Please, Nuh Boring Gyal and Yeah Yeah (Genna Bounce), Aidonia, given name Sheldon Lawrence, has become a mainstay figure of dancehall since his breakthrough in 2004.

The Dat Eazy deejay-songwriter was recently named a brand ambassador for Campari. Relating the brand's tag line 'Respect The Bitter' to his journey, during a panel discussion at the event, Aidonia said that "the bitter is better".

"I have just been putting in the work and challenging myself to be better. When me just start, people used to say me can't perform on stage but that never stopped me because critics are my biggest fans. And here I am today. We just push forward, 'respect the bitter' because bitterness pushes us to get better by pushing ourselves," he said.