Businessman and executive producer Collin Johnson is serious about breaking dancehall and reggae acts from the town of Negril in Westmoreland. He is using his latest project, ‘Choice’ rhythm through his independent label, Ambassador of Choice (AOC) Records.

“This project started when reggae artiste Zamunda kept saying he left two songs at the studio and he told the engineer Chubb Star to build a rhythm around them. Then I got Beenie Man, Intense and the label artiste Mojo Herb to voice, and the project was born,” businessman Collin ‘Father Choice’ Johnson said.

He is proud of the project which features superstars such as Beenie Man and Intense, as well as Quada, Zamunda, Terry Ganzie, Trophy Sniper, Java and AOC label artiste Mojo Herb.

“I consider the Choice rhythm a party rhythm because it is mixed with reggae and dancehall. The songs getting the most buzz so far are the Quada, the Mojo Herb, Intense and Beenie. The streets say that they bring good vibes to the Choice riddim,” he said.

The AOC label was established two years ago, and the new studio did productions such as dancehall-flavoured ‘Black Woman’ and reggae-flavoured ‘Drone’ but those projects failed to make an impact. However, the Choice rhythm is full of superstar talent and power and is already making waves.

“Exposing acts from Negril is one of our main focuses. I want to give the youths a platform to help overcome their past and create a new future, and makes their greatest dreams a reality,” he said.

After this project, Johnson plans to continue to release music and hopes to keep putting out music that gives listeners hope and brightens their moods.

“I just want to create a platform for young artistes where they can express themselves and make great music. AOC Records is a place where they can come, be creative and make music at the level that they want. That’s my main goal,” Johnson said.

AOC Records will be releasing visuals for the singles with Intence, Quada and Mojo Herb within the next few weeks.