Alkaline’s management team and supporting sponsors say it’s all systems go for the July 5 return of his highly anticipated New Rules event.

With mere weeks to go before patrons are expected to make the trek to Trelawny, key sponsors and members of his promotional team turned up to Wednesday night’s official launch with a mission.

With promises aplenty of a show-stopping performance from the artiste.

“There will be nothing but great performances and an electrifying energy at New Rules in Trelawny. Like the ‘Man Himself’ said in his hit song, ‘Boss fi every boss, don fi every don…’ so he’ll be on his A-Game when he touches the stage. There is something special that happens whenever he gets the opportunity to perform in front of his home base, and so it will be something to witness come July 5,” said Rickardo Shuzzr, Alkaline’s publicist and New Rules’ communications manager.

Speaking on the entertainer’s noticeable absence from the event launch, Shuzzr maintained that, at this stage of his career, Alkaline has mastered the art of elusiveness to the point where the air of mystery surrounding the artiste fuels a hunger among fans.

“The elusiveness of the brand and the entertainer is what keeps the Vendetta fans active. The fact that the artiste is not seen any and everywhere is what people appreciate. They know that when they do see him it’ll be a special moment in music history, and they love that. They’re okay with him being mysterious because they know every time he steps out it’ll be quality and just overall a magical Vendetta experience,” he continued.

Following a three-year hiatus, the New Rules event opted to change its host venue from Kingston to Trelawny. This year the event will be held at the Trelawny Multi-Purpose Stadium.

According to Tamika West, marketing manager for Worthy Park Group which distributes Rum Bar Rum products — the event’s title sponsor — the change of scenery should elevate the New Rules experience.

“Kingston has gotten him all four years prior and so we’re looking forward to going to Trelawny and showing out. It’s an amazing opportunity for the parish. I have been on the property for site visits and it’s a beautiful space with all the space and facilities you will need to take on an event of this magnitude,” she told the Observer.

West went on to indicate that with Alkaline still holding a firm place as a leading dancehall artiste, especially on the international circuit, she has zero doubts New Rules will be a show of epic proportions.

“When we partnered with them the first time it was an amazing experience. Alkaline is unapologetically an authentic Jamaican artiste, and Rum Bar is an unapologetic Jamaican brand, so it was the perfect pairing,” she said. “I am looking forward to seeing him shine on show night. That mystery about him is a part of his greatness, and we’re just honoured to be a part of this journey with him.”

Wednesday’s launch, an invite-only event, attracted scores of brand representatives from key sponsors, among them Boom, Rum Bar, St Mary’s Banana Chip, and Reviv.

The event forms the third leg of the New Rules 2025 tour, which began in London on April 17 and is expected to make its next stop in Canada on June 21.