It’s carnival time again in Jamaica, and one of the season’s highly anticipated events is ‘Brunch and Soca: Riddim and Rum’ which is set to blast off on Friday, April 25 with a riproaring soca-dancehall session at the Police Officers Club Course on Hope Road, St Andrew.

“The “Riddim & Rum” theme is crafted specifically for Jamaica. It captures the island’s deep rooted love for music and rum, two pillars of Jamaican culture,” Jonell “Hova” Goodluck, aka the Brunch King, said.

But why do Caribbean people love their rum so?

“As for why Caribbean people love rum? It’s in our DNA! Rum is more than a drink, it’s history, it’s celebration, it’s a vibe. From festivals to family gatherings, rum has always been at the centre of our moments. Plus… it just hits different when you’re on island time,” Goodluck mused.

The event will feature music from a virtual who’s who of bonafide party pleasers like Young Chow, DJ Q, DJ Peckham, Kidd and Entourage, Selector Watty, Franco and Brush, and Selectah Kerry and Patrick the Hypeman.

“I’m very pleased with the DJ lineup. Young Chow and DJ Peckham are heavy hitters who know how to move a crowd. They’ll be bringing a high-energy mix of soca, dancehall, and few global hits to keep the vibes high. Expect pure shellings!” Goodluck said.

Patrons can munch on delectable delights at ‘Brunch and Soca’, a high-concept event that merges the elements of soca and brunch, offering a festive atmosphere, great food, and fantastic music for people to enjoy.

“The feedback on the cuisine last year was incredible, and we’ve raised the bar even higher this time. We’ve added a dedicated vegan station with flavorful, Caribbean-inspired plant-based options, alongside our usual spread of premium dishes. We’re making sure there’s something delicious for every palate,” he said.

Goodluck has built a strong brand with the series following editions in New York City and Miami in the United States, and several Caribbean territories, including Barbados and St Vincent, among others.

“Brunch and Soca has grown significantly over the past year. We expanded into new markets like Dubai, London, and Jamaica, while strengthening our presence in key cities like New York and Trinidad. Our events consistently sell out faster, social media engagement is up, and we’ve secured major partnerships with luxury venues and sponsors,” Goodluck said.

“We’ve also improved operations and VIP offerings to match the brand’s premium standard. The momentum is strong, and we’re set for even bigger moves in 2025,” he added.

Goodluck is eager to showcase the brand’s VIP offerings with Friday’s edition.

“The excitement in Jamaica for Brunch And Soca is through the roof. The event taps perfectly into the island’s love for music, and vibes, especially during Carnival season. Tickets are moving fast, and the energy is high. It’s quickly becoming one of the most anticipated events for Jamaica carnival,” Goodluck said.

The next stop on the Brunch And Soca tour is Atlanta on Sunday, May 25, 2025, at Palm Beach ATL.

“This marks the brand’s debut in the city, promising a premium, cuisine-inclusive experience with top-tier DJs and vibrant energy,” Goodluck said.