One nation under a groove

Love would never leave us alone. — from Could You Be Loved by BOB MARLEY 

It’s the groove that gets to you first.

The fat, sinuous bassline; the shadowing drumbeat; and the jagged counterpointing guitar — all that under a thick cloud of smoky rhythms. And then the message comes across like a rosebush on fire with a steady, comforting glow. Optimistic. Prophetic. Anthemic. Full of love for all the occupants of this planet. Emancipate yourself from mental slavery, none but ourselves can free our minds. Love resplendent in green, red and yellow — with all the colors bleeding into one. That’s Bob Marley’s philosophy, which arrives on the wings of rootsy reggae.

It used to be solely about the music before, now even the medium (in this case, the audio equipment) is part of that one love.

“It all starts with the legacy of Bob Marley, (all about) his passion for making music, for making a better world,” explains Eric Caldwell, The House of Marley director of international sales. The House of Marley was founded by Rohan Marley, one of Bob’s 11 offspring, with the purpose of embodying the spirit of his late father. Given Bob Marley’s musical legacy, the company started with audio products such as headphones. Fittingly so.

The House of Marley offers products such as the Smile Jamaica in-ear headphones, People Get Ready in-ear headphones, and the Positive Vibration on-ear headphones. The brand will soon introduce watches, bags and other accessories. 

“I was inspired by the principles of the brand which follows the principles of Bob Marley,” shares Michael Dy Pico, president and general manager of JERM Marketing Inc, the exclusive distributor of The House of Marley in the Philippines.

At The House of Marley launch are Jem Dy Pico, director of operations JERM Marketing Inc.; Michael Dy Pico, founder and CEO of JERM Marketing Inc.; Eric Caldwell, The House of Marley director of international sales; and Joseph Hans Dypico, VP of finance JERM Marketing Inc. Michael Dy Pico says, “Filipinos are known all over the world for their love for music and laidback happy lifestyle. That’s why we didn’t think twice about bringing Marley to Manila.”

A case in point: all the products of The House of Marley are made from eco-friendly and sustainable materials.

“Today, most audio products are made of plastic, so hi-tech-looking.” Caldwell points out. “We wanted to do something very different. That’s why our items are made from Earth-friendly materials — wood, a lot of aluminum; the plastic we use is the highest-percentage recycled. This is very important given Bob Marley’s (stand on issues). The next line of products we are launching is a collection of bags.”

The bags are made of a patent-pending product called “respun,” which is made from products that have been used for other purposes — leftover cotton from other manufacturing processes. Caldwell explains, “We use cotton that have been left over after someone else made a shirt. It’s a durable fabric. It also has a good texture. We also use organic dyes.” 

Even the packaging: it’s all recycled fiberboard and paper. It’s a unique approach of creating and shipping products.

“To be in this business, you have to be very serious,” stresses Caldwell. “We hired people who specialize in environmental consulting to help us make sure that we’re doing the right thing from the very beginning.”

The kerfuffle is: it is more expensive for a company to go the eco-friendly route.

The House of Marley man agrees. “It is, absolutely. We’re using FSC (Forest Stewardship Council)-certified woods. If you cut down a tree, you have to plant a new one. The idea is to minimize the human impact on the environment. The House of Marley products are high quality, eco-friendly and yet affordable. And we give back to the community.”

Case in point no. 2: a part of the parent company’s profits go to 1 Love.org, which is dedicated to spreading Marley’s message of unity and peace by “lifting up a new generation of ‘young gongs’ to strike the hammer for charities, causes and ideas that can change the world with a focus on youth, planet and peace.” Projects include providing clean water in Africa and a save-the-children charity focus for 2012.

DJ Red-i with percussionists at the launch of a brand inspired by Bob Marley

“By selling products in the Philippines, you’re practically helping people in other parts of the world, and you’re giving back,” Dy Pico enthuses. Michael says how much of a Bob Marley fan he is. “Legend” is one of his favorite albums. And in the morning, he even exercises to the man’s music. Get up stand up, stand up for your rights. Ah, reggae in the morning. That’s enough for a man to get that ineffable fire to change the world.

“Exodus, Three Little Birds, One Love…” Michael rattles off the Marley songs he treasures.

“We’ve taken One Love as our song for the brand,” adds Caldwell. “You know, the Marley family is totally involved in The House of Marley, and that keeps us authentic. Every product we develop, every piece of marketing material, every claim that we make, every ad, every photo — the family has to approve it. That’s why we can’t stray (from the path) because the Marleys’ principles are very strong.”

One brand, one vision.

It starts with a groove and ends in something else entirely.

* * *

The House of Marley’s collection of premium, Earth-friendly personal audio products are available at Anson’s Appliances, Reuse, selected National Book Store outlets, Powerbooks, S&R Membership Shopping, Puregold Duty Free, Brat Pack, Rustan’s and electronic and audio stores.

* * *

For information, e-mail Marley@jerm.com.ph or visit www.thehouseofmarley.com.

Robby Mananquil and Valerie delos Santos