Highlight the global influence of Jamaican musical innovation and culture (beyond roots reggae itself) as part of a poster campaign calling attention to other numerous innovative genres embedded into Jamaican music—such as Ska, Rocksteady, Dancehall, Jamaican Soundsystem, and Dub.
Approach
The drumstick, heart of the Kingston Dub downbeat, is fused with the legs of the dancer—meant as a simple metaphor for the interconnectedness of music and dance culture in Jamaica. The character's head is perhaps reacting to a heavy dub drop.
