Andrew Bellamy, chief organiser behind the largely successful I Love Soca event, is promising to raise the bar at this Thursday’s staging of I Love Soca +.

The event, which takes place at The University of the West Indies, Mona, will run from 6:00 pm until 6:00 am.

“We raising the bar again, especially for Christmas. This is the first 12-hour event to happen during the Christmas season, and then now the build-out will be tremendous. We are taking the regular highly anticipated I Love Soca and add the plus to it, so you can expect a massive stage and a lot of wow moments,” Bellamy told the Jamaica Observer on Sunday.

He disclosed a few of the performers who will light up the stage.

“We have Lyrical from Trinidad and Lady Lava [also from Trinidad], who has one of the hottest trending songs in Jamaica at present. So there’s a huge buzz beyond the soca world. We will also have some of the best DJs locally and regionally,” said Bellamy.

Lyrikal, who is known for a string of hits including Happy Place, Loner, Do Like That, and
Criminal Wine, is expected to deliver his usual high energy vibe, while hot sensation Lady Lava with her current monster hit Ring Finger should have the ladies in her corner.

The I Love Soca brand has existed for more than 12 years. Bellamy highlighted the growth of the series over the period.

“It has grown exponentially over 12 years. We started out with 200 patrons and now we see thousands coming to have a great time together. It’s a huge melting pot and this tells us that we are doing something right. We don’t get complacent; we are always re-inventing and we’re always trying to raise the bar to give extra value. It’s always about improving experiences, improving services, and improving just for the spend. We put the brand first and also the customers,” Bellamy disclosed.

He shared that a quality event of this magnitude takes months of planning to get off the ground.

“It is a lot of work, a lot of teams involved, it’s not a one-man show. There are a lot of agencies that we have to rely on. Is a lot that comes together to just create this one experience,” Bellamy reinforced.

Mark Telfer, brand manager, Campari, said I Love Soca has become known for delivering high-energy experiences and surprises and has really never disappointed its patrons, and it is for this reason they have returned as partners.

“This year will be no exception. Patrons can get ready for an unforgettable Boxing Day celebration on Tuesday, December 26, at a sensational event that promises 12 hours of non-stop energy, music, and vibes… As we set up for this renowned 12-hour long celebration, I advise guests to bring their Campari mugs and drink responsibly! Always!” Telfer said.

A refuelling segment with complimentary breakfast runs from 4:30 am to 6:00 am.