Highlighting that it has been eight years since Alkaline’s last sold-out appearance in the UK, show organisers say the New Rules event set for April 17, 2025 will be nothing short of greatness.

In an interview with the Jamaica Observer, Vickers, head of Showtime Services, the booking agency behind the upcoming show, said Alkaline’s musical genius paired with his mysterious persona has created a craving for the live show.

According to her, despite the entertainer’s seeming absence from the active entertainment circuit, Alkaline has maintained a loyal fan base and is in high demand especially on the international market.

“Alkaline’s stance in the industry has always been outstanding and statistically stable. Locally, he won the hearts of the people years ago and has maintained the loyalty of his supporters and fans. What’s genius about his position is, whether or not he is deemed relevant is purely down to an individual’s opinion. The truth is, he stays streaming and booked, which, in this business, counts where it matters — streams placements, festivals, boardrooms, and the streets,” she said.

“The fact that he is so mysterious and that he understands that oversaturation does not quantify success or value in this business has been the key to his staying power. Anticipation and time breeds excitement and demand. It’s that simple. He also has a strong team behind him, which helps and it’s always a pleasure working with them.”

Outlining that the indoor Wembley Arena, where the show is slated to be held, has a seating capacity of 12,500, Vickers said dancehall artistes performing at that venue is a rarity. She expressed, however, that the love of Jamaican culture has resulted in more appearances on bigger stages over the past few years. She said the latter is a sign that Brand Jamaica isn’t just global, but that independent promoters are becoming more willing to take a chance on the talent from the rock.

“If I said it was not a challenge it would be a lie. Having the ability to sit on boards and sell the culture of dancehall is a hard task period, but recently independent promoters have been flying the flag high. Wembley just had a sold-out dancehall event with three Jamaican music legends. And the younger giants in dancehall music have been selling out their regional dates in the UK and USA,” she said. “Our culture our sound and the stage craft and presence of Jamaican entertainers offer dynamic experiences at a live event and people are captivated by these elements.”