DiCelebrityy ‘bringing the fire’ and fashion with secondary brand

Riding high off the reception he received at Reggae Sumfest, dancehall artiste DiCelebrityy is looking to raise the temperature with his Pyyros brand.

"It's not only a brand, Pyyros is a movement and an art. It is a way for my fans to say they are part of what me as an artiste is doing," DiCelebrityy told THE WEEKEND STAR. "For the second time performing on the Sumfest stage, I asked them to use this brand so people can become familiarised with it, especially because there is more to come. I still performed as DiCelebrityy and made the effort to make people know it's the same person."

Speaking of future plans for the Pyyros movement, the Mysterious deejay and songwriter revealed that he would be launching a shoe line.

As a lover of fashion, he is "always looking for stuff that are different" when styling himself. He said that the name signifies "bringing the fire" and that the aim is to be a hot brand globally representing for reggae and dancehall.

"I have a shoes design in the making right now to be patented. Clothing is next as a means to expand the brand. I figure any time I want something of a certain standard I have to make it myself," he said. "In New York and Atlanta I've already launched The Pyyros Rum Punch and I also have the record label governing all music."

Born Adrian Anthony Campbell in St Ann's Bay, St Ann, but raised in St Mary, DiCelebrityy wants to be a globally recognised ambassador for Jamaican culture in a similar way to Bob Marley, who he has previously named as one of his role models.

"I want to open an institution for children to learn to mix music and do voice training," DiCelebrityy shared.

Filled with his trademark layered lyrics and emotive songwriting for dancehall and hip-hop rhythms, DiCelebrityy's tracks Full Charge, White Liver and New Landlord made an impression on the patrons at Reggae Sumfest.

The past year has shaped DiCelebrityy's direction, providing momentum and room for artistic growth. He has collaborated with the likes of Skillibeng, Rytikal, Spice, Sikka Rymes and Renee 6:30.

"As we continue into 2022, I look forward to sharing more with the dancehall community here and overseas. The pandemic taught us a lot about hard work and patience and now it's time to unleash the fire," DiCelebrityy said.

- S.L.