THREE players in the local entertainment industry have called for the protection of the image of Jamaica-produced reggae music.

Veteran artiste Freddie McGregor, consultant Clyde McKenzie and promoter Dexton Ennis expressed their concerns at last Friday's launch of the Follow The Arrow show held at KIA headquarters on Chelsea Avenue in St Andrew.

For McGregor, who is appearing on the show for the first time, the exposure Jamaica received through the Volkswagen Super Bowl television commercial and Bob Marley tribute at the Grammy Awards on February 10, point to the positives which can come from reggae.

He notes however, that the same audience sees and hears negative images from Jamaica.

"What is done here gets to an international audience instantly and so we must conduct ourselves in a manner which is pleasing," said McGregor.

That view was echoed by McKenzie, who was guest speaker.

"We must pay attention to how we conduct ourselves locally; be careful about pronouncements of any kind; understand international dynamics as the world is watching."

Ennis noted the impact of technology and its reach. He said it influenced his decision not to tolerate any profanity or discrimination against any group by artistes on the Follow The Arrow stage.

"We have to change the direction of the industry. Artistes have to be careful about what they say on stage, it can't be business as usual. There are sensitive issues which everyone must become aware of," he said.

The 13th staging of Follow The Arrow, is set for Saturday, March 2 at James Bond Beach in St Mary.

The line up includes Bounty Killer, Cocoa Tea, Assassin, Elephant Man, Lady Saw, Macka Diamond, I-Octane, Sizzla and Admiral Bailey.

— Richard Johnson