Today, the reggae loving world over will be joining Jamaica in celebrating International Reggae Day. For conceptualiser Andrea Davis, it is a dream come through to see the event growing more and more, but it’s also another reminder of the hard work it takes to keep the powerful movement going.

“Resources are always a challenge for reggae in Jamaica…not even Bob Marley has a festival here despite the profitability of Bob Marley celebrations in other parts of the world from California to Ethiopia,” she noted, adding that the growth of the festival has been slowed by the lack of capital support for the culture, but not stopped.

“It has proven more difficult than imagined to engage the public or private sector partnerships which would fuel the accelerated growth of this global movement to celebrate the best of Jamaica via a 24 hour global media festival, the support of the music, media and creative fraternity to create content and communicate the vision,” Davis explained.

As the day is celebrated for Reggae’s powerful movements Davis says it is her desire that celebrants enjoy the best of Jamaica and its impact on the world.

“The world loves Jamaica for its exotic beauty, indomitable spirit, resilient people and unrelenting creativity — a global giant in the world of culture, July 1 is a day for all to celebrate the best of Jamaica and its impact on the world,” said Davis.

The idea for International Reggae Day according to Davis was inspired from a speech given by Winnie Mandela during the state visit of the Mandelas to Jamaica following Nelson’s release from prison in 1993.

“Winnie Mandela spoke of the power of reggae music to uplift and inspire the people of South Africa as they fought for equal rights and justice during Apartheid. Given Reggae’s impact on the fight for freedom in South Africa, I wondered why it did not seem to have this impact in Jamaica, home of Reggae music,” explained Davis.

” At the time the music being promoted on Jamaican radio was less about equal rights and justice and more about ‘gun inna baggie’, so the idea of Reggae Day was born and Jamaican media was invited to take a day to celebrate the brand of music Jamaica had become known for around the world,” Davis said.

Davis dream eventually became a reality in 1994 when she launched the day’s celebration. The celebrations was, however, curtailed in Jamaica as there wasn’t widespread internet use.

All that changed in 1996 and with it came the expansion to International Reggae Day with the intention of connecting with the global Reggae community through the worldwide web.

IRD has grown over the years, to involve all media in Jamaica and an increasing network of global media in recognition of the power and impact of Reggae music. Hosted by Jamaica and anchored at www.ireggaeday.com, the explosion of the internet, social media and mobile digital technology, have continued to enable the growth of the 24-hour global celebration on July 1.

IRD is all about honouring the very best of a culture “that perseveres in adversity, excels against extreme odds and breathes an indomitable love of life into a music that is the heartbeat of enduring optimis,” stressed Davis on the purpose of celebrating the day.

“International Reggae Day focus is on. Celebrating the global Reggae movement while reinforcing Jamaica’s place as the culturally authentic home of this genre and connecting the roots to the branches of the versatile Jamaican Sound the world has come to know with media recognition of the foundation and spotlight on the future,” continued as she pointed out the goals of IRD.

As IRD celebrates yet another year Davis says her dream is to see it expand in having more participating media space — both locally and internationally.

“IRD has been pushing the envelope locally in terms of programming quality, increased airplay for the diverse catalogue of quality Jamaican music and exposing new talent. IRD continues to work to mobilise the international reggae community from New Zealand to New York, Brazil to Britain, South Africa to South Florida to celebrate the best of Jamaica’s creativity and its impact on global culture,” said Davis.