KINGSTON, Jamaica— Joseph Bogdanovich, chairman and chief executive officer (CEO) of Downsound Entertainment— organisers of Reggae Sumfest— has announced its partnership with Project STAR, while underscoring the importance of unity through music.

Bogdanovich made the comments while endorsing Project STAR, a social and economic transformation initiative created by the Private Sector Organisation of Jamaica (PSOJ) in partnership with the Jamaica Constabulary Force (JCF) and driven by communities to bring about societal transformation through targeted interventions in under-resourced areas of Jamaica.

“Unity through music means not only working together with the artistes, sponsors, fans, and the community but to also reach out and be able to embrace one another and make Jamaica a better place. I love what the PSOJ and the JCF are doing with Project STAR, which is something that we need to support as it creates opportunities for Jamaicans, such as employment for those in low-income communities,” he said.

Bogdanovich added that Reggae Sumfest, which is celebrating its 30th anniversary, will be partnering with Project STAR as one of the highlights of the festival’s celebrations. The partnership, he said, includes conveying the message of Project STAR on the event’s website as well as on festival nights to help boost the project’s current fund-raising drive.

Keith Duncan, co-chair of Project STAR, in expressing his appreciation for the partnership, said that it was important that the creative industry comes together to provide real tangible investments in the Jamaican people by imparting positive messages through music to impressionable young people and all Jamaicans.

“Music is traditionally known to be a powerful medium to communicate, and we believe that a partnership with one of the world’s best-known festivals will help us reach a wider target audience,” he said.

He noted that Project STAR will be seeking to collaborate and partner with members of the creative and entertainment sectors to help in the transformational process that the initiative is seeking to engender at the community level, and ultimately, right across Jamaica.

Duncan also encouraged the entertainment industry to support STAR’s ambitious programme of transformation by donating to the cause at bit.ly/projectstarjsse. Project STAR is seeking to raise J$100 million or more to support its work by August 18.

Reggae Sumfest begins on Sunday, July 16 with the Family Funday Community Fest followed by the Street Dance on Monday, July 17, the All-White party on Tuesday, July 18, Blitz is on Wednesday, July 19 and the Sumfest heavyweight Sound Clash on Thursday, July 20. The festival climaxes at the Catherine Hall Entertainment Centre on Friday, July 21 and Saturday, July 22 with live music featuring Jamaica’s top artistes.