Popular western maverick Ras Astor Black, has planned a series of lunch-hour concerts aimed at promoting the cultural offerings of Trelawny and Brand Jamaica.

Starting on Monday December 1 at the Trelawny Multi-purpose Stadium, the series entitled Reggae in the Sun, is expected to feature cultural groups from across the parish, students in performance, up and coming artistes from the island’s western region and craft displays.

Black told Street Beat that the venue, built last year to host the 2007 ICC Cricket World Cup, is perfect for hosting what he plans to be daily events, catering to visitors as well as local people.

He said that schools, cultural groups, resorts, travel agents and small business manufacturers of craft and other indigenous items have already begun to show tremendous interest in the venture, which he also expects to attract cruise ship passengers and provide major, direct spin-offs for resorts in the parish and further afield as well as farmers and tour operators.

“When the venture is fully operational it will provide direct employment for over 300 people,” he said.

Reggae in the Sun will also be available by download from the Internet when fully established.

Music is naturally expected to be a big part of the series and this inaugural event will see performances from up and coming artist, History Man, out of Kingston.

Black sees tremendous growth for this project, especially in the utilisation of a venue that has been woefully under-used. He told Street Beat he was currently in discussions with a major liquor distribution firm, interested in sponsoring the event, and expects this major sponsorship to play a key role in propelling the growth of the series.

Black joins a long list of promoters who have been eager to utilise the 25,000 capacity stadium, located in Florence Hall, Trelawny. The stadium hosted Cure Fest, heralding singer Jah Cure’s release from prison, last year and at least three events are planned for early next year.