The West Indies Cricket Board hopes that the recently released We Are the West Indies, sung by Antigua and Barbuda’s Soca Monarch, Tian Winter and up and upcoming Jamaican Dancehall artist Makeida 'Keida' Beckford, will become a cricket anthem such as David Rudder’s Rally Around the West Indies. The new theme song is geared at re-engaging the Caribbean public’s support for, and perception of, the West Indian Cricket team; with this in mind, Jamaican ace music video director Ras Kassa, also known as ‘The Guru,’ who has produced videos for Sean Paul, T.O.K., Beenie Man, and Damien Marley, was hired to produce the video.

“We want more than anything to tap into the natural element of fun in the West Indies, to bring that back into cricket, with Ras Kassa,” shared Imran Khan, corporate communications officer of the West Indian Cricket Board. Director Ras Kassa said,"Bringing the islands together as one, generating widespread support for the team by reviving that emotion and allowing everyone to see a part of their culture in the video, is the concept behind the video."