Entertainment

'Heineken House Party' returns to Jamaica

By NATHELIE TAYLOR, STAR Writer

India.Arie headlines the first of the two nights at the 'Heineken House Party' this weekend. - File

THE 'HEINEKEN HOUSE Party' returns to Jamaica this weekend with an 'A'-list of entertainers and first class treatment for all in attendance.

To be held at the secretive Red Star Beach 'somewhere on the North Coast', the party is headlined by soul singer India.Arie in addition to performances by other U.S. and local artistes.

Not everyone will be able to see such 'hype' acts though. Only 250 persons, plus one guest each, have been granted access to what is being touted as an ultra-exclusive event.

During the past few weeks, Heineken ran a promotion that saw house party hopefuls buying six-pack cases of Heineken. Each consumer then received a calling card, which was used to enter the promotion. Their contact information was taken during the call and entered into a database. Last Sunday, a random drawing was done and each winning number got two tickets to the party on Saturday night to see the likes of Pitt Bull, the Ying Yang Twins, Bone Crusher and Kevin Lyttle.

A similar promotion ran in the U.S. as well.

But, while lucky patrons have been chosen, they are yet to know exactly where the party will be held. Actually, the location is so much under wraps that the winners have only been told a rendezvous point. After gathering at this location, they will then be shuttled to the party's venue.

Element of excitement

Heineken Jamaica Brand Manager, Gareth Geddess, in an interview with The STAR yesterday, explained why the location was such a well-kept secret. Geddes, with an almost sly laugh, stated "It's just another element of excitement and anticipation and an indication of how premium it is going to be. It's just a part of the hype and appeal of the promotion."

There will be two nights of partying. However, the 250 patrons chosen through the promotion will only attend on Saturday night. Friday night, according to Geddess, is specifically for the Heineken overseas guests and the media.

The Heineken House Party has been held in other overseas locations before, but this is the second consecutive year that the party has been to the island. Bryan Grey, Heineken USA brand manager, was only too happy to explain why. "Jamaica is one of the hottest spots on the planet," he enthusiastically stated. "The energy and the vibes, infused with dancehall and hip hop made Jamaica the perfect place."

The party is also closely linked with the currently running Heineken Green Synergy DJ competition. As such prior to the big acts going on-stage on Saturday night, "competitors in the Green Synergy DJ competition will be showcasing their skills come Saturday," said Geddess.