In a bold move of their own, some deejays are placing a ban on Red Stripe, which earlier this month announced they would no longer sponsor live music events facilitating "violent and antisocial lyrics".

In justifying their actions, artistes say one good turn deserves another, and their ban whether personal or otherwise, is simply an equal reaction.

One such artiste, Mavado, held nothing back telling The STAR, "If dem ban we, we jus' ban dem back bredren! Simple.

"I feel like if dem a pull out from we, we suppose to pull out from dem. Dat mean sey we weh a go dancehall an' a go party, we no fe drink no Red Stripe den. An nutten whe dem mek. Simple."

Similarly, female deejay Spice says a ban on Red Stripe would only be a fair response.

"I don't think dancehall should have nothing to do with Red Stripe either. If they should withdraw from dancehall, I think dancehall should withdraw from them and call it quits," she told The STAR.

On April 4, Red Stripe issued a statement saying its main sponsorship beneficiaries, the annual Reggae Summerfest and Sting stage shows, will no longer have its support.

"Over the years, however, a very negative trend of glorifying violence has crept into some of the music, causing much consternation among well-thinking Jamaicans and others at home and abroad. This has far-reaching and damaging implications for the industry and for the country as a whole," the release stated.

In arguing that dancehall is responsible for the popularity of Red Stripe, Mavado continued, "When yu have Sumfes' an Sting, an all a dese tings, people no come fi see Red Stripe. A Mavado an' Killer an artis' dem people come fe see. A we mek dis produc' so big y'nuh ... none a dem products no sell nowhere else like how it sell a Jamaica."

Recently, during a performance at Word Soun's at Liberty Hall, King Street, Kingston, poet and broadcaster Mutabaruka also showed his disapproval of Red Stripe's recent decision.

"We realise is not really violence dem agains', is homophobia," Mutabaruka said. "Because violence was in de music long time ... Is true de gay guys pull out dem a pull out too. We sey dem is very hypocritical."

When contacted, Red Stripe's head of corporate relations, Maxine Whittingham-Osborne, told The STAR that the company is disappointed but will remain firm in the stance.

"That is sad to hear, but if that is the case, we are disappointed, but we will be standing by our decision," she said.

"To retaliate is not our modus operandi," said Wittingham-Osborne, before noting that Red Stripe would, however, be looking into the situation. "We will certainly be looking to see what initiatives could be implemented. We are not against the music industry," she declared.