JOHNNY Gourzong, executive director of Reggae Sumfest, is pleased with the roster of international acts booked for the festival at Catherine Hall in Montego Bay, this week.

The line-up of artistes from outside Jamaican shores comprises Oscar and Grammy Award winners Jennifer Hudson and Common, hip hop star TI, and rising star of stage and screen Yazz.

Gourzong told the Jamaica Observer that attracting these acts is as easy as it is difficult.

“Reggae Sumfest, the event, is a strong brand on the international market. So, therefore, it is not difficult to attract the type of performers we want. Almost everyone wants to perform on the Sumfest stage. Over the years, we have built a name and reputation, so that makes it easy. Plus, so many international acts have performed here over the years and so they usually spread the word about our professionalism, the audience, and the Jamaican hospitality. Plus, technically we deliver a First World product, so the international acts can be comfortable working without crew,” he said.

“On the flip side, the devaluation of the Jamaican dollar and a hike in fees being charged by artistes makes it difficult for a festival like ours. Over the past four years, with the global fallout in the sales of records, artistes now have to make up for this by charging higher fees. This has resulted in a huge jump in the fees. So artistes like Rihanna and Beyoncé, who we would love to have on our stage, we simply cannot begin to negotiate,” he continued.

Gourzong said he is unsure how much longer his team will be able to attract notable international acts, but is quick to add that they have been fortunate over the years due to the fact that a lot of these performers really want to give a show on local soil.

He noted that in looking for an overseas act for Sumfest a number of factors are critical.

“Popularity with the Jamaican audience goes a far way. We have to be sure that it is someone our audience wants to see. Then there is the depth of their catalogue. [We look at] who can put on a show full of good songs. It is also all about who is available. For example, TI’s name has come up for the past six years, but he was never available. We went after him again this year and he was initially to be on tour in Africa. However, he has a movie being released and was required to be in United States for the premiere, and so he became a great replacement for Rick Ross.”

The performances get going on Thursday with Dancehall Night. The international acts Common and TI are slated for Friday while Jennifer Hudson is scheduled to appear on Saturday.