MONTEGO BAY, Jamaica — Josef Bogdanovich, CEO of Downsound Entertainment, producers of Reggae Sumfest, is confident that this year’s reggae festival will be the industry’s best yet.

Last Thursday, at the official media launch held at the Iberostar Hotel in Montego Bay, St James, Bogdanovich shared that as Reggae Sumfest celebrates its 31st anniversary next month, it has established itself not just as a festival but as a “celebration of life, love, and music.”

“Reggae Sumfest is a reminder of reggae’s power to heal, unite, and inspire change. Together, we will make Reggae Sumfest 2024 the best one yet,” Bogdanovich declared. He expressed immense pride in using the show to promote and celebrate Montego Bay, calling Reggae Sumfest “a festival born from the heart of Jamaica.”

“It is the Jamaican community that makes it truly special. Our festival is a testament to the power of music to bring people together, inspire, and uplift. This is our home, and we’re proud to support local businesses and give back to the communities that have given us so much,” he added.

Echoing Bogdanovich’s sentiments, Cordel “Skatta” Burrell, head of A&R and Street Promotions, confirmed that despite calls for relocating, “Montego Bay is, and always will be, the home of Reggae Sumfest.”

“Montego Bay has been the heart and soul of Reggae Sumfest for over three decades. During this time, an unbreakable bond has formed between the festival and this city. This is a symbiotic relationship, with the community eagerly anticipating Reggae Sumfest for its incredible vibes, excitement, and, most importantly, the economic boost it brings,” Burrell emphasised.

Highlighting the festival’s impact, Burrell noted that thousands of visitors flock to the island annually for Reggae Sumfest, making it the greatest entertainment event produced locally.

Tourism Minister Ed Bartlett praised the Reggae Sumfest team for their cultural and financial contributions, noting that music festivals are vibrant celebrations of culture, diversity, and human connection. He stated, “Music festivals stand out as prime destinations for travellers seeking unforgettable moments and have a direct link to the business of tourism. Reggae Sumfest has welcomed approximately 175,000 patrons since 2016, with an estimated 35,000 international visitors. It enhances tourism growth and brings more wealth into our destination.”

Mayor of Montego Bay, Richard Vernon, underscored the festival’s economic impact, stating, “Reggae Sumfest injects approximately $1 billion into our economy each year and generates employment for thousands during this season. It’s more than just a festival; it’s a cultural and economic force. This year our city is set to commemorate another thrilling chapter of the history of Sumfest and this is why Montego Bay truly transforms into Sumfest City. From the lively beauty salons to the bustling taxi stands, from the mouthwatering scent of jerk chicken wafting through the air to the fully occupied rooms and sold-out season bands, Montego Bay buzzes with the festival,” Vernon shared.

Karla Jankee, Head of Marketing, Special Events, Special Areas and Hospitality, shared her enthusiasm for this year’s festival, highlighting the dedication to delivering an unparalleled experience. “Reggae Sumfest is a cultural phenomenon that captures the very essence of Jamaica,” she stated. “Our commitment is to create a magical and unforgettable experience for both our local audience and visitors from around the globe. This year, we have meticulously curated the lineup and events to showcase the finest talent and the diverse, rich heritage of reggae music.”

Jankee emphasized that the festival is not merely a series of performances but a celebration of the culture. “We want every attendee to feel the heartbeat of Jamaica, to be immersed in the vibrant rhythms, and to connect with the stories and messages that reggae music conveys. From the high-energy opening night to the soulful acoustic sets, every moment is designed to reflect the spirit of reggae and its global influence.”

As the countdown to showtime begins, the excitement for Reggae Sumfest 2024 is palpable. This year’s festival promises to deliver an unparalleled musical experience, featuring eight spectacular events spread over seven unforgettable days from July 14 to 20.

Bogdanovich told Observer Online that “Reggae Sumfest has always been synonymous with excellence, and 2024 is set to raise the bar even higher. From the electrifying performances by reggae legends and rising stars to the vibrant cultural showcases, every moment is meticulously crafted to celebrate the rich heritage of reggae music and Jamaican culture. Attendees can look forward to a dynamic lineup that spans the genre’s diverse styles, ensuring there’s something for every reggae aficionado.”

He added: “Reggae Sumfest’s commitment to excellence extends beyond the music. The festival places a strong emphasis on community involvement and sustainability, working closely with local businesses and artisans to create an event that not only entertains but also supports and uplifts the community. This year, special initiatives will highlight environmental awareness and cultural preservation, ensuring that Reggae Sumfest continues to be a positive force in Montego Bay.”

Robert Russell, a director and founder of Reggae Sumfest, expressed his delight at the mayor’s recognition of Montego Bay as Sumfest City.

“We are thrilled that Mayor Vernon has dubbed Montego Bay as Sumfest City,” Russell said. “This acknowledgement underscores the deep connection between the festival and this vibrant city. It’s a testament to the incredible energy, community spirit, and economic impact Reggae Sumfest brings to Montego Bay each year. We couldn’t be prouder to call this city our home and continue celebrating reggae music here where it belongs.”