Black Mattic signs clothing deal

Black Mattic has signed a deal with Atlanta-based clothing brand OOOG by designer Street Lotto.

OOOG-branded apparel will include track suits, shirts, caps, jackets and hoodies and will be sold both online and in retail stores worldwide.

Black Mattic signed a two-year deal and will be playing a supporting role in launching the brand's image on the international platform.

The dancehall recording artiste will work with OOOG to design and customise classic OOOG styles and create new styles to add to the OOOG product portfolio.

"Black Mattic's music has an infectious energy and authentic dancehall vibe" said Lotto. "It's more than evident he knows exactly what the people want. He's hard-working and consistent ... . It's a standard we align with. We see the grind and star power in Black Mattic, and so will the rest of the world."

"They made an effort to connect with his image," said Marcus Holmes, Black Mattic's international affairs brand manager. "It wasn't about sending emails. They made it clear they wanted to build a partnership with him. That's what sealed the deal with Black Mattic. It wasn't about him throwing on a OOOG brand and thinking people are going to just buy them."

The Waterhouse-based artiste said that "these kind of collaborations have become important for brands.

"They've also become important for artistes and served as another leg of support for musicians, besides the traditional physical sales of music or major record label backing," he said. "If you think about who is pushing the culture completely forward, it's musicians. We are able to touch so many people because they are listening to us, following us on social media and going to our concerts."