A 2006 visit to the Mustard Seed Communities organisation in downtown Kingston prompted dancehall artiste Mr Vegas to reach out to the needy. Eight years later, he has launched Euphoria, a charity event scheduled to take place December 14 at LIME Golf Academy in Kingston.

The singjay, best known for songs like Heads High and Sweet Jamaica, launched his initiative on Tuesday at Usain Bolt’s Tracks & Records.

Vegas, Freddie McGregor, Leroy Sibbles, gospel singer Kevin Downswell, Christopher Martin, Ernie Smith and Romain Virgo are the Jamaican acts scheduled to perform. American rhythm and blues singers Karyn White (best known for the hits Superwoman, Can I Stay With You, I’d Rather Be Alone, Secret Rendezvous and Love Saw It, and Pauli Carmen, lead singer of the group Champaign (hits include Try Again, How ‘Bout Us, and Next Time) are also billed.

Vegas recalled his emotional visit eight years ago.

“When I saw the children living with HIV and the special needs children, it really touched a place in my heart. When I heard about the need they have for food, I began to give them support,” he said. “This time, I decided since it’s Christmas, why not get them food instead of toys?”

Vegas’s goal is to raise enough food and funds to provide three meals daily for the children at the seven communities run by the non-profit organisation.

“We are pleased to partner with the Mustard Seed Communities for this food drive. It is difficult for the organisation to provide for so many children, with their other additional costs,” he added. “We want to ensure the children get proper nourishment, especially those who are on medication, so we are happy to contribute to this great cause.”

Although proceeds from the event will go to Mustard Seed Communities, persons are also encouraged to donate non-perishable items in drums at Mega Mart locations islandwide, as well as at Joong Supermarkets, and General Foods in Ocho Rios and Kingston.

This weekend, a number of Vegas’s friends will participate in ‘celebrity packing’ at General Foods in Ocho Rios and Kingston.

Commenting on the Euphoria concert, Vegas said fans can expect “a lot of quality entertainment”.

Tickets are available at Fontana Pharmacy, Xtra’s Manor Park, Liguanea Drug & Garden Centre, Genus Pharmacy, Ocho Rios Jerk Centre, and D’Rehab Sports Bar & Grill.

Following the launch of Euphoria, Vegas and members of his MV Music camp, singjay Latty J and singer Natel gave rousing performances in the latest edition of the popular Behind the Screens series.