New sound-clash reality series

This year, Guinness Sounds of Greatness is bringing the 'reality' of the sound-clashing culture to a mainstream audience.

Launched on Tuesday at Usain Bolt's Tracks and Records on Constant Spring Road, St Andrew, the competition is bringing the sound-clash culture to a wider audience via television. The show will be aired every Saturday from 9:30-10:30 p.m. on TVJ and will be hosted by Shemille Blake and Leighton 'Walshy Fire' Walsh. Over the course of 11 weeks, 12 sound systems will compete for the 'Guinness Sounds of Greatness' title, $1 million and prized Serato sound equipment.

The STAR-sponsored Guinness Sounds of Greatness airs from September 3-November 12.

While the show has been on television in previous years, this time the format is different, giving fans a more in-depth look at the competitors like a reality show. In addition to the clashes, the show will also feature personality profiles on the competitors and introduces a 3D character called 'Chris Swag', which will be voiced by Chi Ching Ching. Viewers will also get insight into how selectors prepare for a clash and what makes them tick.

The show is being directed by popular video director Jay Will and produced by Gary Dixon and Carleene Samuels.

At the launch, Dixon explained that with Guinness' investment in the dancehall, they want to bring aspects of the culture to larger crowds, hence the televised setting of the competition. "The stage is set for greatness to unfold," Dixon added. Bass Odyssesy, last year's winner applauded the brand for supporting not only the dancehall but the sound systems, selectors and Jamaican culture.

This year's competition is divided into two categories, Veterans and Hotshots. The Veterans are Black Kat, Bodyguard, Ricky Trooper and a surprise comeback, clash great Silverhawk. Under the Hotshots banner are Area Code, Black Blunt, Bredda Hype, Coppershot, Crazy Chris, Rich Squad, Boom Boom and Maestro.

The competitors took to the stage at the end of the night to throw a few fiery words at each other. Lil Richie promised "energy" and "juggling, juggling, juggling", while Boom Boom cautioned "empty words mek the most noise." Bredda Hype, Black Blunt and Silverhawk also brought the energy with their threats.

A humorous encounter between brothers Paul and Patrick Gaynor of the Twin of Twins closed the launch with a bang. The two clashed each other, getting forwards and laughter from the crowd.