IN a country where music and culture blend seamlessly to create unforgettable experiences, 28-year-old Dejon Powell stands out for her unwavering passion and commitment to building a lasting legacy. As the general manager of Woodstock Negril—a renowned beachfront entertainment hub known for world-class performances and its vibrant energy—Powell has embraced the challenge of modernising the venue while staying true to its roots.

Born to Jamaican parents, she grew up straddling two worlds—immersed in the rhythmic heartbeat of Montego Bay’s tourism hub while also navigating the dynamic cityscapes of America. Her upbringing was a fusion of influences: her father, the visionary behind Woodstock, ignited her love for the property, while her mother, a sharp-minded entrepreneur, instilled in her a deep understanding of business. Constantly moving between Jamaica and the United States, Powell absorbed the rich energy of her island’s music scene while developing a global perspective—an experience that would later shape her vision for Woodstock Negril as a premier destination for music and culture.

As a 2019 graduate of the University of Central Florida with a bachelor’s degree in integrated business, Powell initially pursued a corporate career. However, she soon realised that the structured corporate world lacked the fulfilment she sought. In 2023, she made a bold decision to return to Jamaica and take over the family business, driven by a mission to elevate Woodstock Negril into an entertainment powerhouse while preserving its authenticity.

“I always knew I wanted to create something special in Jamaica. The culture, the people, the music—it’s in my DNA. Every time I travelled, I felt that pull back home, that desire to contribute to something meaningful that began with my parents, the visionaries,” Powell revealed.

That “something meaningful” has long been Woodstock Negril, a venue synonymous with live entertainment, soulful performances, and an unmatched beachfront ambience. Under the Powell family’s stewardship, Woodstock Negril has evolved into a cultural hub, attracting music lovers from around the globe and providing a platform for both emerging and legendary artists. It has hosted icons such as Red Stripe Living Legend Beres Hammond and Johnnie Walker Ambassador Romain Virgo, reinforcing its reputation as a cornerstone of Jamaica’s live music scene.

Powell has made it her mission to ensure that every visitor—whether a first-timer or a long-time patron—experiences Jamaica in its truest form. “Negril has so much untapped potential. It’s not just a tourist destination; it’s a cultural gem. My goal is to help solidify its place as a premier music and entertainment hub—a one-stop experience where people from all walks of life can come together and enjoy the magic of Negril’s Western charm,” Powell shared.

Beyond the physical space, Powell has embraced the digital world to keep Woodstock Negril’s essence alive. Understanding the power of digital storytelling, Powell has mastered the art of digitising Woodstock, using social media to connect with people across the globe and invite them into the Woodstock experience before they even set foot in Negril. Through her engaging social media presence, she shares behind-the-scenes glimpses, highlights from past events, and personal reflections on managing a Jamaican entertainment hotspot. As she aptly puts it, “I moved back to Jamaica to take over the family business, and I want people to experience that journey with me. Yes, I’m the boss, but I’m also inviting you to spend a day with the ‘youngest in charge.’”

With Woodstock Negril’s reputation for legendary music, Powell saw an opportunity to elevate one of its signature events—the highly anticipated Valentine’s concert, Love at Woodstock. Sponsored by Red Stripe, the event was a celebration of love, unity, and timeless reggae rhythms—an homage to the generation before her and a promise to the next.

For Powell, the event was deeply personal. “Valentine’s Day is a reminder of the power of love in all its forms. Whether it’s the love between partners, love for music, or love for our Jamaican heritage, this concert was about celebrating that connection—with the beer of Jamaica, Red Stripe,” she said.

This year’s event delivered an extraordinary experience, blending reggae’s romantic undertones with the picturesque beauty of Negril’s coastline. The stellar line-up included world-renowned Third World, who provided an evening of love songs, heartfelt melodies, and the kind of magic that only live music can bring.

Powell’s dedication to preserving Woodstock Negril’s authenticity and vibrancy has garnered well-deserved recognition. Acknowledging the venue’s cultural significance and growing influence, Red Stripe forged a partnership with Woodstock, uniting two brands that share a deep commitment to celebrating Jamaican music and heritage.

“For me, this partnership is about aligning with a brand that understands the heartbeat of Jamaica,” Powell shared. “Red Stripe has been a part of our culture for generations, just like the music we showcase at Woodstock Negril. Together, we’re creating experiences that feel truly Jamaican.”

Nathan Nelms, Red Stripe’s brand manager, emphasised the synergy between the two brands.

“Woodstock Negril has an incredible way of bringing people together through music, creating moments that stay with you long after the night ends. Red Stripe is proud to support initiatives like this that keep our culture vibrant and our people connected,” he said.

As Love at Woodstock wrapped up another successful staging, Powell remained unwavering in her mission—to create a space where modern flair meets music, love, and culture. With each event, she continues to cement her legacy as the ‘youngest in charge’ while upholding her family’s vision for Woodstock Negril as a beacon of Jamaican entertainment and heritage.

Woodstock General Manager Dejon Powell (right) and her sister Damika Powell, assistant general manager, share a moment at work.