Mavado

Dancehall artiste David 'Mavado' Brooks and producer Stephen 'Di Genius' McGregor, have made another important breakthrough in the international market.

Mavado's single Di Gyal Dem, which was produced by Di Genius, has been selected by smartphone giant HTC, as the main background song for their new European ad campaign.

HTC is launching its new One X handset, and contracted Di Genius to produce the music for the campaign's video clip.

The video clip depicts a male using his HTC phone to provide music at a party by connecting it to some huge speakers. After the stringing process of the mobile sound system, Mavado's Di Gyal Dem single could be heard blaring from the speakers as patrons danced.

The video was shot in Miami, and is the next stage in HTC's aim to highlight the audio and video credentials of the company's new handset.

According to Mavado's manager Julian Jones-Griffiths, he hopes the ad campaign will break new barriers for dancehall music.

"Stephen created a rhythm he christened One X, and told us he was working on the HTC project. He said the creative directors putting the project together were huge fans of Mavado, and would love to have him provide the vocals for the campaign. Genius sent us the beat, I spoke with the ad agency about the direction and they said they wanted Mavado to just do his thing. Mavado recorded Di Gyal Dem at Platinum Sounds in New York and the ad agency loved it. It's a huge look for Mavado, Stephen and for dancehall to be at the forefront of such a huge commercial campaign, and hopefully helps to break another barrier," Jones-Griffiths said.

The ad campaign will be launched in Germany this week, before spreading to Russia, Switzerland, Austria and Turkey. The movement is expected to later spread into areas like Asia and the Middle East.

In addition, Stephen McGregor says he plans to release Di Gyal Dem on local radio soon.

Stephen 'Di Genius' McGregor