3 weeks ago
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WESTERN BUREAU:
As Montego Bay recovers from Hurricane Melissa, recording artiste Mitsy ‘Shuga’ Campbell is using music to help reposition the tourism capital, unveiling her remake of Bobby Bloom’s classic, Montego Bay.
While the song was recorded some time ago, Shuga is now intentionally offering it to tourism stakeholders, including the Ministry of Tourism and the Jamaica Tourist Board (JTB) , as a cultural marketing tool to help re-energise confidence in the city following the storm which drenched western Jamaica and forced the temporary closure of several hotels.
“This is a celebration of Montego Bay,” Shuga said. “It’s about reminding the world of who we are, our people, our culture, our hospitality, especially at a time like this.”
The music video, which premièred on January 7 at the S Hotel’s S Club in Montego Bay, serves as a vibrant visual postcard of the city, showcasing some of its best-known lifestyle and entertainment spaces, including Deja Resort, S Hotel, Pier One, Coral Cliff and Margaritaville Caribbean. High-energy choreography from ShowJam Entertainment adds movement and flair, reinforcing Montego Bay’s reputation for nightlife, creativity and cultural expression.
Filmed between September 12 and 14, 2025, the production captured Montego Bay just weeks before Hurricane Melissa struck, footage that has since taken on deeper meaning as the city continues its recovery.
SYMBOLIC
VP Records’ Richard Lue said the decision to remake the song was both strategic and symbolic.
“Montego Bay is one of the biggest brands in the world,” Lue said. “So the question was, why not use music to help tell that story again, especially through an artiste who is from Montego Bay?”
Lue explained that, once the concept was formed, the project quickly evolved into a public-private collaboration, drawing support from across the tourism, business and entertainment sectors.
Executive producers include VP Records, Penthouse Records and the Jamaica Tourist Board, with production handled by Terminal 4, a Kingston-based company. Support also came from Director of Tourism Donovan White and JTB digital marketing manager Kris Dacosta, along with hoteliers and business leaders including Robin Russell, Christopher Issa, Ian Dear and Jason Russell.
Montego Bay’s Deputy Mayor Dwight Crawford facilitated logistical support, including coordination with the Jamaica Constabulary Force during filming.
“It became a combination of the business sector and the tourism sector coming together,” Lue said. “We wanted to highlight not just the destination, but the people who help sell Jamaica every day.”
A standout feature of the video is the inclusion of seasoned Jamaican musicians who spent years performing on the hotel and tourism circuit, a nod to artistes who quietly promoted Jamaica long before the era of social media.
Cameo appearances include guitarist Robert Angus, percussionist Tony ‘Ruption’ Williams, bassist Othneil ‘Taddy P’ Campbell, drummer Jamar Farquharson, keyboardist Kevan Witter, and legendary saxophonist Dean Fraser.
“These musicians helped shape Jamaica’s global music reputation,” Lue said. “It was important to honour that legacy.”
Originally slated for release in November, the video rollout was postponed in the aftermath of Hurricane Melissa.
“We held it back out of respect for what the country was going through,” Lue explained. “Now, we believe it’s the right time.”
The project’s momentum was evident on Wednesday night when Shuga delivered a high-energy performance to a large and enthusiastic audience at the S Club during the official launch. Commanding the stage with confidence and strong vocals, she was warmly received, with the crowd singing along and responding loudly throughout the set. By the end of the performance, there was no doubt, the girl was on fire.
Shot simultaneously with Montego Bay was a second music video, Run Come, slated for release in February or March. For Shuga, both projects go beyond entertainment.
“Montego Bay is home,” she said. “This is my way of celebrating it.”
English (US) ·