KINGSTON, Jamaica — Reggae Sumfest, a cornerstone of Jamaica’s entertainment industry, is set to dazzle patrons with its week-long celebration of music and culture in July. This year, the festival’s eagerly anticipated events include the Magnum Street Dance and the Magnum Global Sound Clash, promising an immersive experience of authentic Jamaican culture.

Oneil “Brisco” Brissett, Special Events Coordinator at Reggae Sumfest, expressed his excitement about renewing their partnership with Magnum Tonic Wine for the 2024 staging.

The Street Dance event is scheduled for Monday, July 15, while the Sound Clash will take place on Wednesday, July 17. Just added to the Street Dance event is a live performance from dancehall star Laden, while DJs Tripple X, Johnny Kool, Dexta Peppa, DJ Lollipop and DJ Jigga will bring the vibes throughout the event set to take place at Catherine Hall Stadium

“The partnership between Sumfest and Magnum has grown tremendously over the years. From the initial partnership, Magnum spoke to the core of the Jamaican experience – the dancehall core –  which is the essence of what Magnum represents,” said Brissett. “The Global Sound Clash and the Street Dance perfectly capture this essence, contributing significantly to the look, feel, and authenticity that dancehall fans crave.”

This year’s collaboration sees the involvement of the entire J Wray and Nephew brand, expanding the festival’s appeal. “We have definitely seen an accelerated growth of the partnership. Now with J Wray and Nephew on board, we will experience the full spectrum of their brands this year, and we’re really looking forward to that,” Brissett added.

Highlighting the popularity of the Magnum Street Dance, Brissett noted its significance as a community-focused event.

“The city of Montego Bay has embraced the Street Dance as one of our givebacks to the community. It’s our only free event, and it truly embodies the spirit of a street dance—the vibes, the deejays, the sounds, the fashion, the dance, the sights. Our sponsors are heavily involved and there will be dominos, ludi and giveaways throughout the night. Every Street Dance pulses with energy,” Brissett shared.

Karla Jankee, Head of Marketing and Special Events at Downsound Entertainment/Reggae Sumfest, agreed wholeheartedly. She emphasised that both the Street Dance and Sound Clash events are more than just entertainment; they are a vibrant celebration of community and culture, which are two fundamental pillars of the Sumfest brand.

“At Reggae Sumfest, we believe in the power of music to bring people together and create a sense of community,” said Jankee. “The Magnum Street Dance and Global Sound Clash are perfect examples of how we can showcase and celebrate the rich cultural heritage of Jamaica. These events are not just about the music; they are about the people, the stories, and the traditions that make Jamaica unique. We see families, friends, and neighbours coming together, dancing in the streets, and enjoying the electrifying atmosphere. It’s a reminder of the strength and resilience of our community.”

Jankee added, “Culture is the heartbeat of Reggae Sumfest. It’s woven into every aspect of the festival, from the artistes we feature to the events we host. The Street Dance and Sound Clash are quintessentially Jamaican, reflecting our history and our passion for music. These events allow us to stay true to our roots while also providing a platform for the next generation of artistes and performers. We are committed to preserving and promoting Jamaican culture, and these events play a crucial role in that mission.”

Dominic Bell, Brand Communication Manager at J Wray & Nephew Ltd, echoed the excitement, stating, “Magnum is thrilled to lead the Sound Clash event during Reggae Sumfest Week for the second consecutive year. As the official drink of dancehall, Magnum recognises the deep connection between our brand and the vibrant dancehall culture, which is both preserved and highlighted during sound clashes and street dances. We are confident that this year’s events will be unforgettable and appreciate the continued opportunity to collaborate with Team Reggae Sumfest.”

Bell added “Last year, despite our participating sound system being eliminated in the early rounds, we were delighted to crown and award the champions Dynamq Sound with $1 million. This year, though we’re keeping our selected sound system under wraps for now, rest assured they are an elite and proven contender within the competitive space. We have every confidence that this year’s Sound Clash will be an unforgettable event, and we thank Team Reggae Sumfest for the continued opportunity to collaborate.”

Looking ahead, Brissett expressed enthusiasm for the festival’s impact on Montego Bay. “When you hear Sound Clash, you think of Jamaica. Reggae Sumfest is big on culture. Our patrons seek more than just a stage show; they want to understand and experience a true festival. By curating authentic experiences like the Street Dance, where a ‘sound string up’, we ensure that the festival embodies and propels authentic Jamaican culture.”

With the vibrant and dynamic line-up of events, Reggae Sumfest 2024 is poised to deliver an unforgettable celebration of Jamaica’s musical and cultural heritage from July 14 to July 20.