In recent years, a number of promoters have taken their events to markets outside of Jamaica. Among them are the popular Sandz, Daybreak, Dream Weekend, Igloo, and Strictly 2K parties.

Event coordinators and promoters have cited varying reasons and motivations for the decision.

Ibrahim Konteh, director of Strictly 2K, a retro party series which has built a name for itself locally, said: “Our first staging outside of Jamaica was in September 2017 when we promoted Strictly 2K in New York. Since then, we have promoted the party six times outside of Jamaica.”

“The demand from people in the Diaspora led us to having the party overseas. This also helps us to grow the brand, and it has grown the brand exponentially as persons who fly in for Christmas or other holidays are being introduced to the brand in other markets,” added Konteh.

The next overseas staging is scheduled for September 2 in Atlanta, Georgia.

Tampa, Florida; New York; and Malta have hosted the popular Dream Weekend series.

Scott Dunn, managing director for Dream Entertainment, organisers of Dream Weekend, shared with the Jamaica Observer: “Expanding outside of Jamaica is an opportunity to grow the brand and, by extension, Jamaican and dancehall culture. Moving into other territories has helped to solidify the brand as a significant player in the global music festival market.”

“Our first international staging of Dream Weekend was a pop-up in Tampa during the 2021 Super Bowl. We followed that with a much larger staging in New York that summer, then our first European event was in Malta in September last year,” said Dunn.

He continued: “Our next international staging will be later this year. Bermuda, Orlando and New York are all possibilities.”

Asked whether it was cheaper to stage the event overseas, Dunn said: “It’s hard to compare, because it’s not apples versus apples. The Jamaican staging is still our biggest and is our most expensive to produce.”

Five years ago, The Network, the promoters of Daybreak, took the ambitious task of staging the event overseas.

According to the event’s coordinator Jywanza Hall, the event has been held 11 times between New York and Florida.

“Our first staging of Daybreak overseas was in September 2018 in New York. Our next staging will be on May 29 in Atlanta, Georgia. The decision to expand overseas is as a result of the strength of Brand Jamaica in the Diaspora. The move has allowed the brand to reach a wider group of party enthusiasts from different ethnic groups that appreciate Caribbean entertainment,” said Hall.

He added: “Events overseas can be expensive, but one should understand that a dollar is a dollar in every country. So the requisites needed for a successful event, despite the cost associated, is paramount.”