KINGSTON, Jamaica — The organisers of the White Out Premium All White Beach Party say they will ensure, as much as possible, that there are no more “no-shows” following dancehall artiste Jamal’s missing set from the May 18 staging.

The event, which was held at Sugarman’s Beach in Hellshire, Portmore, St Catherine, advertised to hundreds of patrons that the deejay would have been the headliner. However, up until the eleventh hour, he did not show up.

“We (the promoter and Jamal’s team) spoke in the early afternoon when they called to confirm performance time, which was communicated,” promoter G’ovany told Observer Online. “There was no tangible explanation other than they were running late and all phones died so they couldn’t reach out.”

Adding that Jamal and his team accepted full responsibility and offered a full refund, or another performance at a future date, the organiser added the entertainer has quite a bit of rectifying to do to prevent hurting his brand.

“There is a lot of damage control to be done on their end to make themselves marketable as a business and not be seen as anything less,” he said.

Jamal released his first EP, titled Jamal Rated D For Dunce in December 2024. The Papi Don Musiq-produced project featured tracks such as Time, Lucky, Mood, and Forever Wealthy.

G’ovany and his team will be hosting their premium all-inclusive brunch on August 24.

“White Out is a premium brand and we take our image seriously. Anything or anyone who tries to jeopardise this, we quickly disassociate ourselves from. This is the first no-show and we are definitely not looking forward to not one more,” he continued.

— Kediesha Perry