Roots Archives Forum

Veteran reggae trio, **the Congos**, have landed a major commercial deal with Heineken International, a year after they ended a separation of more than 20 years.

A division of the world- renowned Heineken Beer, Red Brick Road in Germany, has chosen the Congos' song, Children Crying, for a commercial in its promotional campaign.

Writing about the Congos in the Who's Who of Reggae, Colin Larkin made the following observation: "The group's story is one typical of reggae; they had talent galore, but the business dealings were less than satisfactory."

Be that as it may, today, the Congos are on the rise again, manifesting one of their finest recordings, entitled At The Feast.

"What happening now, it was written," Watty Burnett, a member of the group, told the Sunday Observer.

"My response to what's happening is that it is great because everybody thought that we were going down and out, and I can tell you something, Congos is one of the biggest groups in Europe," added Burnett.

"The group was apart for almost 25 years... but here comes Heineken in Germany, and what they did is use one of our songs, Children Crying, from the Heart of the Congos album. The contract lasts for a year, and if everything progresses smoothly, it will be renewed for another year," explained Burnett.

Asked the value of the contract, Burnett said: "I don't want to disclose the amount of money we're making from this deal, but it's a very good deal."

Perhaps the most lucrative deal for the Congos came in the wake of some stirring performances by the group on two extended tours of Europe and Asia last year, promoted by Mediacom France, and including a memorable stop-over on Reunion Island in the Indian Ocean.

This was their very first tour since the group broke up in 1981, a few short years after the release of the Lee 'Scratch' Perry-produced album Heart of the Congos. The single Children Crying was first released by Arista Records in 1977, then re-released in 1995 by Blood and Fire Records.

"The Heineken deal is going to do a lot because the Congos is on the move," said Roy Johnson, aka Ashanti Roy, another member of the group. "We're about to go on another tour anytime now. In the pipeline also, we're going to do a DVD movie called Row Fisherman Row, and re-release the Heart of the Congos."

The Congos, comprising Roy 'Congo Ashanti Roy' Johnson, Cedric Myton and Burnett, for a brief period in the 1970s recorded some of the most alluring and exciting roots reggae music of their time. The album Heart of the Congos, with other classics like Row Fisherman Row, Congo-A-Bongo, At The Feast and Nicodemus, became the best-selling album for Blood and Fire Records in the United Kingdom, despite not benefitting from a promotional tour.

Having celebrated their reunification with a good account of themselves at last year's Rebel Salute, the Congos then consolidated their return to the music scene, and signing the Heineken deal, together with the release of their album, Swinging Bridge, have virtually now bridged the gap of what went missing when the group separated.

Their latest album, Footprints, with singles such as Farmer's Daughter, the intriguing Healing In The Dancehall and the title track itself, highlights the extent to which the group is on a roll in this its second coming.

With an additional member, Kenroy Ffyffe (father of ace female deejay Lady G), and formerly of the Eternals, the Congos are preparing to hit the road in early 2008 to Africa and Europe.

Basil Walters

*source : [jamaicaobserver.com](http://www.jamaicaobserver.com/)*

Mi understand de need of dunsa fi survive ina babylon but it´s sad dat Rastafari Musik serve fi alcohol promotion.


ITAL BLESS

Yes I, great idea, nice deal. Why not selling a song to the napkins industry?? HeeeH??

This is officially depressing. If you need money, you need money. Given that, I'm not going to criticise the Congos for making this decision, particularly if it leads to more opportunities for them, but... not just any Congos song, but Children Crying? Not just any ad (though any would be bad enough), but one for alcohol, by a company with a pathetic need for alternative 'street cred'?

I find it hard to imagine someone who really likes the Congos enough to suggest using a song of theirs, who *also* thinks that that would be an appropriate song for a beer commercial - but maybe that's naive of me.

Didn't Lee Perry appear in Guinness commercials a while back?

We have to remember that very few, if any reggae artists were true Rastas... indeed, true Rastas decried reggae music as commercialization of their faith.

Very Disappointed :S

I can't see what's wrong with this, it get more exposure to great music and nothing is wrong with beer.

The Congo's like many other Jamaican artistes made little or no money back in the day as we all know. Good luck to them, personally I don't blame them one bit and people have to get real. When I listen to Children Crying, Sodom & Gomorrow or whatever I am feeling the music, in my own little zone and thats it, not thinking but feeling what the music does. I sure as hell won't be thinking about any TV commercial. These are separate issues and should be considered accordingly. Nothing changes the music so far is I am concerned. Everyone has a right to a better quality of life & wether one likes to admit it or not, and this is usually achieved by a little more cash.

Ites

these men need to eat and also their families. I doubt I will ever hear this ad. Also theres the not so far off chance that someone hears this tune through the ad and checks out more of their stuff and really really falls in love with the vibe. destroy babylon from within. plus children we already won

i've thought about this one today while working, and i have to agree with king g. these guys [i.m.o] are as conscious people you could hope to meet. they have stayed true to their roots from the start of their careers. ok, so their song is being used to promote beer. i wont drink any more or less than i already do [hardly touch the stuff anyway] because of it. i dont think anybody will. and to get well paid for it... more power to them. things are looking up for the congos right now, just reward for 30 years of hard graft.

ites

ital kemar