MONTEGO BAY, St James — In addition to a highly anticipated slate of performances from a stellar line-up of local and international acts, one of the major highlights of the 32nd staging of Reggae Sumfest this year will be the official crowning of superstar Vybz Kartel as the “King of the Dancehall”.

The announcement was made by Josef Bogdanovich, CEO of Downsound Entertainment, promoters of Reggae Sumfest, during at the Sumfest 2025 launch, held Wednesday night at Iberostar Hotel in St James.

“We are also crowning Vybz Kartel, that’s a big deal!” Bogdanovich told the Jamaica Observer.

Beenie Man was officially crowned “King of the Dancehall” at Reggae Sumfest in July 2009, with robe and crown to boot.

But Bogdanovich argued that a king cannot reign in perpetuity.

“Kings come and go. They can’t be a king all the time,” he charged.

Set to run from July 13 to 19 in the tourism resort city of Montego Bay, this year’s staging of Reggae Sumfest will feature seven events under one festival, culminating in two massive concert nights at Catherine Hall Entertainment Complex.

Confirmed acts include Toni Braxton, Vybz Kartel, Tarrus Riley, Masicka, Protoje, Tommy Lee Sparta, and others.

“This year’s festival promises to be nothing short of eclectic… From July 13th to the 19th, Montego Bay will once again become the heartbeat of the Caribbean,” Bogdanovich said during the media launch.

During remarks read on his behalf by colleague government minister Homer Davis, Culture and Entertainment Minister Olivia “Babsy” Grange described the festival “as a cornerstone of our cultural heritage and an indication of the vibrant spirit that defines Jamaica”.

“For decades Reggae Sumfest has been just more than a music festival. It has been a celebration of our identity, a showcase of our talent and the powerful reminder of the impact Jamaican music has had on the world. From the soulful rhythm of reggae to the high energy beats of dancehall, Jamaican music has told and continue to tell the story of resilience and creativity,” the message continued.

For his part, Director of Tourism Donovan White said: “Sumfest is more than just a date on the entertainment calendar. It is, as far as I’m concerned, our cultural North Star. It reflects the essence of our people, the pulse of our culture, and the spirit of our national identity. For countless visitors, it serves as the gateway to discovering Jamaica.”

Another highlight of the launch was the recognition of the work and legacy of the late Robert “Ducksie” Russell, a co-founder of the festival who died last December at the age of 76.

“I’d like to take a moment to honour the memory of a man whose vision helped birth this incredible journey, the late Robert Russell. Robert was more than a co-founder, he was a cultural visionary, a champion of Jamaican music, and a beloved figure whose legacy still guides this festival even today,” Bogdanovich said.

The media launch came to a climax with live performances by dancehall acts Laden, Bugle, and hometown boy Tommy Lee Sparta.