ST JAMES, Jamaica — The media launch of the 32nd staging of Reggae Sumfest, dubbed “The Greatest Reggae Show on Earth” held on Wednesday at Iberostar Hotels and Resorts in Montego Bay, St James, served as an energetic prelude to what promises to be a high-octane week of music, culture and community.

The launch brought together media practitioners, corporate sponsors, cultural stakeholders, and music insiders.

“We’re building something that can stand shoulder to shoulder with the biggest music festivals in the world,” said Josef Bogdanovich, chief executive officer of Downsound Entertainment, producers of Reggae Sumfest. “Coachella, Wireless, you name it. Sumfest is Jamaica’s answer to global festival culture, and we’ve earned our place in that conversation by staying authentic and pushing boundaries year after year.”

The official event will take place at Catherine Hall from July 13 to 19.

This year’s lineup includes Grammy-winning R&B superstar Toni Braxton, Vybz Kartel (in his first Sumfest appearance since 2011), Masicka, Tarrus Riley, Protoje, Lila Iké, Tommy Lee Sparta, Skeng and more.

With seven days of curated events starting July 13, the week will feature the annual Family Fun Day, the lively Street Dance, the signature All-White, the Blitz All-Black party, and the newly introduced Global Fete on July 17. All events will be held at the Catherine Hall Stadium, except for All-White, which will return to the scenic Pier 1, and the main festival nights, which will light up the Catherine Hall Entertainment Complex.

Global Fete will spotlight the sounds of Afrobeats, hip-hop, reggae, and dancehall, with performances from Ghana’s Moliy, Trinidad’s Yung Bredda, and Jamaica’s Marcy Chin. The night also includes a sound clash showdown between Tony Matterhorn and 2024 clash champions Notorious Sound.

Donovan White, director of tourism, the Jamaica Tourist Board (JTB), emphasised the longstanding value and impact of the festival on Jamaica’s global brand and tourism offerings, stating: “Our partnership with Sumfest is more than a partnership. It’s 32 years, and when you get to that many years with a partnership, they become family. The Jamaica Tourist Board and Sumfest are one and the same. We are the brand custodians of Jamaica globally, and so our responsibility and remit is to ensure that we are always putting the best of Jamaica forward for travellers around the world to choose Jamaica as their destination of travel. People travel for many reasons, and one of the reasons is, of course, culture and entertainment. And there is no bigger culturally relevant event than Reggae Sumfest anywhere in this region — and probably anywhere in the world. Sumfest is more than a date on the calendar; it’s our cultural North Star.”

“Reggae Sumfest isn’t just about music, it’s about movement,” said Sean Wallace, head of commerce at Red Stripe, the festival’s official beer. “It’s a heartbeat event and a cultural force. Just like Red Stripe, Sumfest is Jamaican to the core but loved around the world. That’s why we continue to proudly support it.”

He added, “Sumfest is a world-class festival that appeals to Jamaicans and non-Jamaicans alike. We still brew Red Stripe on Spanish Town Road for Jamaicans, but it’s enjoyed globally, just like Sumfest. It’s more than a concert. It’s the spirit of the people, the heartbeat of a nation, and a platform for our superstars to shine.”

Kimberly McLeod of the Urban Development Corporation (UDC) echoed this sentiment, noting that the festival is a major driver of tourism and national pride.

“Reggae Sumfest is described as the ‘greatest reggae show on Earth’, but it’s more than that. It’s a magnet for people locally and internationally,” she said. “People are seeking authentic experiences, and Sumfest delivers that. From seeing your favourite artistes live to enjoying a curated vibe that even includes children. It’s a strong, authentic product with broad appeal and unlimited potential for growth.”