Swedish multi-national clothing retail chain, H&M, is relying on Jamaica's reggae music to power its summer campaign. H&M Forever Summer 2016 features British soul star Izzy Bizu performing an acoustic version of Inner Circle's hit Sweat (A La La La La Long). Ian Lewis, the reggae band's co-founder and the song's writer, said H&M's endorsement speaks to Sweat's enduring appeal.
"It shows the versatility of Inner Circle and longevity of the music. Sweat is almost 14 or 15 years old and it's still current. It shows a younger audience can relate to our music," the bass guitarist told the Jamaica Observer. Roger Lewis was also elated at H&M's song selection.
"Mi very happy 'bout dat. It's good to know the people appreciate the vibes," he said. He said he's urging local artistes to think broad when creating music. "Artists must think international when creating songs. Look at Shaggy's Boombastic and the Chase Bank, and Take Your Time by Hopeton Lewis in the beer ad. I'm not bashing anyone, but we have to thing big," he said.
Sweat (A La La La La Long) achieved a great success, particularly in Europe where it was a top 10 hit in many countries, including Austria, Ireland, Norway and Sweden. It reached number three in the United Kingdom and number 16 in the United States.
Formed in 1968, Inner Circle achieved success with Jacob Miller during the 1970s. After his death, they disbanded and the Lewis brothers migrated to Florida. The band reformed in 1986. In additon to Sweat (A La La La La Long), the band's other globally hit is Bad Boys.
- Brian Bonitto
Source: Jamaican Observer