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Amidst calls to break his silence on Jamaica's devastation post-Hurricane Melissa, global executive music producer DJ Khaled announced his We The Best foundation's collaboration with dancehall veteran Bounty Killer's The Bounty Foundation.
One week after category 5 hurricane Melissa wreaked havoc across western Jamaica, public pressure has increased towards overseas celebrities who regularly feature Jamaican culture to use their platforms to bring awareness to relief efforts and contribute directly to them.
DJ Khaled, a long-time friend and collaborator on the local reggae and dancehall scene, maintained a widely criticised public silence before seemingly breaking it by reposting a clip of Vybz Kartel dedicating a section of his set to his recent Toronto concert appearance. He captioned the post: "Gratitude is a must God is the greatest ! vybz kartel congrats on 3 sold out shows back to back In Toronto."
The We The Best boss unveiled a collaborative Hurricane Melissa relief project on his Instagram with a clip of Bounty Killer's emotional Lifetime Achievement award acceptance speech at the recently held Caribbean Music Awards, with the caption: "Unity is everyting ! The Bounty Foundation has joined forces with DJ Khaled’s We The Best Foundation to support victims of Hurricane Melissa."