Who Is The Real Bro Gad?

With the emergence of the ‘6ix’ group and brand in Dancehall comes the speedy rise of a new slang that has swept over Jamaica within a few months. Similar to the increasing popularity of the young artiste who coined the term, the slang “bro gad” has become synonymous with millennial Dancehall culture and even government.

“Bro gad” is a slang of acknowledgement referring to a true or “real” friend or a friend who is highly respected and loved. “Bro gad” is comparative to other popular slangs coined by Dancehall artistes such as Vybz Kartel and Popcaan. It joins terms like ‘world boss’, ‘popskull’ and ‘fry yiy’, and has quickly gained traction among youth, members of the music industry and, eventually, the older generation.

Referring to a friend as “bro gad” is the same as using ‘bro’ in African American slang, and ‘bruv’ in British slang.

The popular slang was coined by young Dancehall entertainer Daddy1 from the ‘6ix’ alliance, one of the newest alliances in Dancehall from Montego Bay, St. James.

Although popularized by Daddy1’s hit single “Bro Gad”, which now has almost one million views on YouTube since its release in October, the “bro gad” frenzy skyrocketed after its use by the 47-year old Prime Minister of Jamaica Most Honourable Andrew Holness on social media and during his political campaign.

Prime Minister Holness’ leadership style and charisma has been regarded by many as relatable and is often positively received by millennials because of his use of familiar slangs and trends. In October, Most Hon. Holness temporarily changed his Twitter name to “Most Hon. Brogad”, creating chaos across Jamaican Twitter, Facebook and Instagram.

Soon after in November at the Jamaica Labour Party’s (JLP) annual conference at the National Arena in Kingston, he sported a green hat reading, “Most. Hon Brogad”. Not surprisingly, Most Hon. Holness regards popular slang as one of Jamaica’s integral “cultural assets”, as said during a recent live interview with Cliff Hughes uploaded to his Facebook page two weeks ago, and has no issues with its positive use in reference to him.

Daddy1 endorses the Prime Minister’s use of his slang and has said it confirms the power and versatility of Dancehall. Although used by Most Hon. Holness as a political strategy, the 6ix artiste welcomes the publicity the Prime Minister generates for his brand and career.