In an innovative fusion of music and intimate wellness, renowned dancehall artist 450 is pioneering a new business venture with the launch of his proprietary condom brand, 4intimacy. This product line, uniquely inspired by his musical catalog, features three distinct condoms tailored to varied intimate experiences: ‘Addicted’ (ultra-thin), ‘Pleasure’ (super-lubricated), and ‘Wild n Rich’ (ribbed-textured).
The artist’s strategic entry into the sexual wellness arena is both a brand extension and a response to a growing public health concern. Recent data from the Ministry of Health and Wellness reveals a troubling uptick in sexually transmitted infections (STIs), particularly among young adults aged 20-24. The public health system reported 35,713 cases in 2024, marking a continued rise from 34,278 in 2023 and 31,572 in 2022.
450, whose music often explores themes of intimacy, stated that the venture felt like a natural and unique progression. ‘A lot of my music is intimate, so it only feels right curating patterns of such in the industry as an artiste,’ he explained. He emphasized the responsibility artists hold in promoting safe and responsible sexual practices, an area he believes is often overlooked. ‘It is important to promote safe sex, as very often we see artistes of my genre promote sex, but very little promote going about it safely.’
The 4intimacy brand, currently in its final planning and testing phases, is slated for a global release in the near future. The conceptualization process spanned approximately two months. Beyond providing enjoyable and safe intimate products, 450 envisions the brand as a platform for future philanthropic efforts, aiming to give back to communities and support the music industry as it expands.
Concurrently, the artist continues to focus on his musical career, teasing new collaborations and a schedule of live performances alongside this business launch.