HELLO : Where Music Becomes a Passport

In the world of music and travel, collaborations often take the form of soundtracks to promotional videos or branded concerts. Rarely do they evolve into something bigger – a cultural movement with the power to reshape how we experience destinations. HELLO is one of those rare exceptions, according to Impact Artist, Terry Bennett.

WHERE MUSIC BECOMES A PASSPORT

The groundbreaking HELLO project is more than a single or a music video – it’s a bold experiment in cultural storytelling and tourism innovation, one that fuses reggae’s universal rhythm with Jamaica’s unmatched beauty.  

Brought to life by international hitmaker, Demarco; six-time Grammy Award–winning producer, Bonzai Caruso; emerging strategic Impact Artist, Terry Bennett; and the Jamaica Tourist Board (JTB), HELLO stands as a first-of-its-kind collaboration – designed not just to entertain, but to inspire action. 

With HELLO, audiences worldwide can not only watch a video but also book the very same experiences they see on screen.  

Indeed, with the integration of the direct booking link, viewers are just a click away from transforming admiration into action. 

It’s the transformation of music into a travel portal, blending sound, culture, and adventure into one seamless journey that invites audiences to step off the screen and into the story. 

“What sets HELLO apart is its dual purpose – whilst it entertains, it also invites,” shares Bennett, who helped spearhead the initiative. 

“On one level, it’s a vibrant track that celebrates the feeling of Jamaica’s culture and spirit; on another, it’s a carefully engineered gateway into Jamaica’s heart.” 

Every frame of the HELLO video highlights not only the island’s breathtaking landscapes but also its cultural ambiance, from its waterfalls and creative districts to its historic studios and museums.  

WHEN REGGAE BECOMES A TRAVEL INVITATION

For decades, reggae has served as one of Jamaica’s most powerful exports.  

Beyond its rhythms and melodies, it carries messages of unity, resilience, and joy that resonate across cultures.  

HELLO taps directly into that legacy, channelling reggae’s cultural significance into a call-to-action for travel. 

“Reggae has always been more than music – it’s a lifestyle, a philosophy, a call to unity,” Bennett tells us. 

HELLO channels that spirit into a tangible invitation to explore Jamaica.  

For the first time ever, viewers can click directly from a music video to book the same tours, attractions, and cultural journeys they’re watching in real time. 

Watch Demarco as a tour guide at Dunn’s River Falls then book your own climb, or see the artistry of Kingston’s Creative Artwalk then schedule a walk through those same painted streets. 

“It’s a seamless experience that flips the traditional tourism model. Instead of watching a staged commercial, viewers are immersed in authentic storytelling, brought to life by music and tied directly to real opportunities,” Bennett explains.  

“HELLO transforms reggae’s global reach into an engine for tourism, proving that a song can move people in every sense of the word.” 

JAMAICA IN MOTION: THE FILMING LOCATIONS

To achieve its mission, HELLO had to showcase Jamaica through its most iconic and meaningful landscapes. 

Bennett, Demarco, and JTB carefully selected each location not just for visual appeal, but for its cultural, historical, and emotional significance. 

• Dunn’s River Falls – This natural wonder is one of the Caribbean’s most visited attractions, representing the flow of energy, renewal, and community. 

• Island Gully Falls – A hidden paradise framed by emerald greenery, capturing Jamaica’s adventurous spirit and raw beauty. 

• Tuff Gong Studios – Founded by Bob Marley, this legendary space remains the heartbeat of reggae, where history and music collide. 

• Bob Marley Museum – A global pilgrimage site, celebrating the icon whose legacy of love and unity continues to inspire generations. 

• Kingston Creative Artwalk – A vibrant celebration of Jamaica’s creative present and future, alive with murals, street art, and community pride. 

“Together, these locations paint a vivid picture of Jamaica – not as a static destination, but as a living, breathing story that visitors are invited to step into,” highlights Bennett. 

FROM SOUNDTRACK TO PASSPORT

What makes HELLO transformative is its ability to turn art into action.  

At its core, reggae has always been about connection – between people, cultures, and spirit of place. HELLO takes that ethos and makes it tangible. 

“The video doesn’t just entertain; it sparks a sense of possibility. Viewers are not only moved emotionally but are also given the tools to act immediately – to book, travel, and immerse themselves,” Bennett insights. 

“HELLO becomes more than a song – it becomes a passport.” 

By showcasing fun, authentic Jamaican culture through music, visuals, and storytelling, HELLO creates an emotional spark that resonates with global audiences, turning passive fandom into active participation.  

Instead of merely admiring Jamaica’s beauty from a screen, they’re inspired to walk the paths, climb the waterfalls, and dance in the very streets they’ve just seen. 

The ripple effect is profound – more travellers, stronger tourism revenue, and an expanded cultural footprint for Jamaica worldwide. 

“HELLO is proof that reggae’s influence isn’t confined to sound – it can be a driver of tourism, economic growth, and cultural pride, inspiring the world to experience Jamaica’s rhythm first-hand,” Bennett says. 

HELLO AS A MOVEMENT

HELLO isn’t designed as a one-time campaign. Instead, it’s conceived as the foundation of an ongoing cultural activation. 

Already, the project has sparked conversations around innovation in both music and tourism marketing.  

Its vision extends far beyond a single video, with plans underway for: 

• HELLO Jamaica Tour Package Sweepstakes in partnership with the JTB, giving fans a streamlined way to turn inspiration into travel. 

• Spin-off content, including short-form travel series, behind-the-scenes features, and immersive storytelling designed for social platforms and streaming services. 

• Collaborations with Tuff Gong Studios and the Bob Marley Foundation, aligning the HELLO movement with Marley’s legacy of music as a unifying force. 

“These expansions not only keep the momentum alive but also position HELLO as a blueprint for the future of tourism marketing – a proof of concept for how music can serve as a bridge between art, economy, and global identity,” outlines Bennett. 

THE BLUEPRINT FOR TOMORROW

HELLO demonstrates that music can be more than a backdrop for tourism – it can be the engine driving it.  

By fusing authentic cultural storytelling with cutting-edge digital integration, it provides a model that other destinations may soon seek to replicate. 

For Jamaica, however, it’s also about pride.  

“The project showcases the island not just as a place to visit, but as a global leader in innovation, creativity, and cultural influence,” Bennett emphasises.  

“It reinforces reggae’s role as not only a soundtrack of resistance and joy but also a catalyst for growth and unity.” 

Most importantly, HELLO sets the stage for Jamaica to continue reimagining how the world sees and experiences its culture.  

“It’s a reminder that heritage and innovation are not opposites – they’re partners, and when they come together, the results can be transformative.” 

A GLOBAL INVITATION

HELLO is a love letter to Jamaica. It’s an invitation for the world to experience the island not through brochures or commercials, but through music, storytelling, and lived experience.  

It shows that when creativity and strategy align, a project can inspire people not only to listen and watch – but to act. 

“More than a video and campaign, HELLO is a movement that captures reggae’s spirit and Jamaica’s soul and extends it to every household, traveller, and dreamer that hears its call,” concludes Bennett. 

For Jamaica, HELLO is a first-of-its-kind. For the world, it may be the beginning of a new way to travel.