KINGSTON, Jamaica — Music executive Maxine Stowe is heading up a movement to push a month of activities to highlight the potency, cultural pull and international relevance of the dancehall genre.

The activities will be anchored by a high-energy sound clash showcase celebrating 40 years of its history.

“As an extension of Sugar Minott’s legacy, May is being promoted as Dancehall Month, and that is why we are defining the final week of May as ‘Dancehall Strong’ (not weak), between May 25th to May 31st to showcase the potency of the collective art forms,” Stowe said.

Presented under the auspices of the Dancehall Music Museum, the week-long celebration will kick off with the Sugar Minott Earthstrong on May 24th, 2025 and climax with a dubplate, traditional throwback sound clash with a quartet of sounds, dubbed fittingly, “Jungle 4 Sound Clash: 40th Anniversary Throwdown!” on May 31st, 2025 at the noted Arnett Gardens Football Stadium.

“This initiative is dedicated to preserving, promoting and protecting the heart and soul of Jamaican sound system culture and dancehall music, both locally and internationally. This isn’t just a museum; it’s a movement, celebrating the spread of dancehall through migrant Jamaican communities from London to New York,” Stowe said.

A true veteran with decades of experience in the industry, she knows the importance of participating in transforming inner city music communities through supporting entertainment events.

In the last 40 years, Stowe has worked with every major record company that has helped to aid dancehall’s international development including Universal Music Group by way of Island Records, Youth Man Promotions, VP Records, Sony and Ghetto Youths International.

Stowe believes that the Jungle 4 Sound Clash will serve as a nostalgic reminder of the raw energy of 80s dancehall and the significant role of Sugar Minott’s Youthman Promotion Sound System.

“It’s not a clash per se, the sound systems which will celebrate the format include Stur Mars, Youthman Promotion, King Jammys and the current rub-a-dub sound King Tafari,” Stowe explained.

The week-long festivities will be boosted by the involvement of dancehall-reggae superstar Sizzla and his investment in the sound system culture which is much more than appearing on a sound but actually owning, building, transporting and developing a full-scale business operation.

“Sizzla Kalonji being on board, bringing his investment in developing the youths of August Town energy in the Sizzla Youth Foundation along with Kalonji Music Studio, and King Tafari Sound System, and the historic connection with the Caveman Sound System,” Stowe said.

Stowe pointed to the tourism boost and financial windfall which will accrue to the depressed communities hosting the events and the shared benefits of this synergy.

“Additionally, plans are underway with the Waterhouse community to honour legends like King Tubbys and King Jammys, so this year represents a year to honour those who have given their life to push dancehall music,” she said.

This year, 2025, also represents a landmark year in the history of dancehall. The museum is proud to highlight the 40th anniversary of Kenneth “Skengdon” Black’s Skengdon label and Stur Mars Sound System, with reissues through VP Records.

She pointed to 1985 as the year when new technology redefined the production of Jamaican music.

“It started with the new technology that was coming in, the digital age changed everything,” Stowe said.

The year 1985 was the ground zero for the geopolitical and culturally anaesthetising force that came to be known as dancehall. And in that landmark year, the emergence of new technology fundamentally transformed dancehall music, from its production to its distribution and fan base interaction.

— Claude Mills