JOHNNY Gourzong, producer of the annual Reggae Sumfest, is batting for an awe-inspiring festival that will help change the rest of the world’s perception of Jamaica and its music.

Reggae Sumfest takes place between July 17 and 24 in Montego Bay and starts after almost two months of a limited State of Emergency (SOE) that threw Jamaica into a negative spotlight with the international media. Jamaican music has also garnered negative attention abroad — Caribbean islands have denied entry of local artistes to perform, high-profile acts have had their US work permits revoked and some have faced local charges.

Gourzong said now is the best opportunity for artistes to display the healing power of music as the nation is still in recovery mode.

“Right now is one of the best opportunities we as Jamaicans have to turn things around for the better,” said Gourzong. “There have been a lot of negative reports surrounding our music since the start of the year and about our country in the past month. It is time for us to combat this negativity by showcasing all the best that reggae music has to offer, and the Reggae Sumfest stage provides that opportunity.”

Collectively, the past few year have meant a decline in revenues for the artistes and the music industry, the perception that positive reggae is dying and has left Jamaica with a tarnished reputation.

The artistes’ woes also means that Jamaica is an increasingly important market for them, they need to make their mark. Gourzong believes now has to be the time for the artistes to show that they finally understand that the world wants and is expecting uplifting reggae music from its birthland.

“Music is a unifying force that has the uncanny ability to mobilise people and convey messages. Let’s use that force to turn around Jamaica and put Jamaica first,” he said.

While the music industry was never immune to crime, the death of Voicemail member Oneil Edwards in May seemed to have tugged at the music industry’s heart. The impact of his senseless murder resonated through the industry, and the entire country, leaving a feeling of ‘enough is enough’.

“Let’s turn things around beginning with the message in the music,” Gourzong added. “Reggae Sumfest is an internationally recognised festival. Let’s show the world that reggae’s original message of one love, one heart is still very alive in our music today.”

This year’s festival starts with the beach party on July 17 at Cornwall Beach. The festival then moves to Catherine Hall with the best of dancehall on show on July 22. International Night I, on July 23, will be headlined by Chris Brown, Queen Ifrica and Jah Cure and International Night II, July 24, features Usher, Shaggy and Beenie Man.