Red Stripe stands firm behind commitment to music
Red Stripe has over the years steadfastly demonstrated its commitment to the development of Jamaica’s music industry by partnering with several events that showcase reggae and dancehall music.
The sister genres are at the very centre of Reggae Sumfest, the world’s most recognisable reggae show of which Red Stripe is a platinum sponsor this year. Indeed, the beer manufacturer has remained the single longest serving sponsor of the popular event and to date has invested over $500 million in the festival.
This continued endowment, Red Stripe said in a press release on Friday, has spurred out of what it believes is an innate responsibility to the industry. In addition, the company said it is cognizant of the economic impact of a festival of such magnitude.
The economic derivatives of this event on an annual basis ais phenomenal with everyone benefiting: from the airlines and hotels to the street side vendors. It is estimated that about $900 million is expended in Western Jamaica during the period of Red Stripe Reggae Sumfest and this provides a significant boost to the economy of that region.
Red Stripe brand manager Safia Cooper said that the company was proud to be associated with the event and reinforced its obligation to the growth of Jamaican music and consequently the economy.
“We continue to invest because we know the impact this festival has on the economy, not just for Montego Bay but for Jamaica,” Cooper said.
“When Reggae Sumfest succeeds, Jamaica succeeds. It is about great music, fantastic artistes and great productions but it is most about Jamaica brand we love and the promotion of that brand,” she asserted.
The brand has also been a major sponsor for many other live events including Sting, Reggae Campfire, Jamaica Jazz festival and Bacchanal Jamaica. Through the Live Red, Bredren and Red Stripe Live campaigns, Red Stripe has staged several events to the tune of over $50 million. The Red Stripe Summer party series alone runs the company about $10 million. This series will create a buzz across the island and lead to high returns for business, hotels and other interests in these areas, it was disclosed.
“We are constantly exploring new marketing initiatives that we believe will enliven the party landscape and demonstrate our continued allegiance to the entertainment industry,” said Cooper.
