Courtney John is a 'Lucky Man'

Singer lands Axe deal

Howard Campbell, Gleaner Writer

British company Unilever has picked up reggae singer Courtney John's song, Lucky Man, as part of the summer campaign for its popular deodorant, Axe.

The ad featuring Lucky Man was launched in Britain on Monday.

Lucky Man was the lead song from Made In Jamaica, John's third album which was independently released in 2009.

He told The Sunday Gleaner that the Axe deal was sealed recently between members of his Calabash Productions publishing company and executives at Unilever.

Unilever has pushed Axe products with several edgy ads in the past five years. Some of them feature celebrities such as American actress Jaime Pressly.

According to John, with record sales plummeting worldwide, it is critical artistes look for alternatives to earn financially from their music.

"The avenues in which money is being made from music now is publishing and synch rights, so if your thing is not good and not relevant, it jus' don't make sense," he explained.

"This period of our music, unfortunately, don't make sense to a lot of people so the people making money from these revenue streams are still the Marleys and Jimmy Cliffs," John added.

"People who spend money to advertise products or movies want to use songs that will connect."

Bob Marley's music has gained the most mileage of any reggae act through movies and commercials. His estate has earned millions by his songs appearing in hit movies like Lake Placid and advertisements by the Sandals hotel chain.

European advertisers have shown a willingness to use early Jamaican popular music to promote their products. Theophilus Beckford's Easy Snappin' and Singer Man by The Kingstonians, recorded in 1959 and 1968, respectively, were used by European jeans companies during the 1990s.

For John, the Axe deal has come at an opportune time. He is scheduled to release his latest album in August and says the publi-city from a major ad campaign will provide a big boost.

Made In Jamaica was primarily a collection of lovers rock songs. In addition to Lucky Man, it included dance tracks like Miss You and What It's Like.

John said he took a break from day-to-day recording in the last two years to concentrate on parental duties which made him even more socially conscious.

"I spend the last year jus' being the father who bring him youth to school, listen to what parents have to say an' what the children are going through," he said. "It's totally outside of the bubble of that whole celebrity thing."

On the new set, John collaborated with producer Natasha Hammond, daughter of singer Beres Hammond. One of the songs from the upcoming album is Hey Jamaica, a 'fun Jamaica song' which was done with deejay Mr Lexx.

Courtney John is scheduled to kick off local promotion for his new album with appearances at Capleton's St Mary Mi Come From show on August 5 and Plug 'N' Play at the Wyndham Kingston hotel on August 15.