KINGSTON, Jamaica — Telecommunications provider Flow Jamaica is turning up the volume at this weekend’s Reggae Sumfest as it rolls out its newly launched RIDDIM platform, offering customers an exclusive experience at the island’s premier music festival.

As the official technology partner of the 2025 staging of Reggae Sumfest, Flow is using the festival to bring its RIDDIM platform to life through a series of interactive experiences, giveaways and premium access designed to deepen customer engagement and celebrate Jamaica’s rich cultural heritage.

The RIDDIM platform, introduced in June, is said to highlight the heartbeat of Jamaican culture. Head of Marketing Latoy Lawrence says Sumfest is the perfect stage to share that vision.

“Music is the heartbeat of our cultural expression and our customers are at the heart of everything we do at Flow,” said Lawrence. “Reggae Sumfest provides a great opportunity for us to celebrate a shared passion with our customers. Through our RIDDIM platform, we’re creating moments that resonate with the rhythm of our culture and our people.”

A key feature of Flow’s presence at the festival is its premium skybox experience offering a VIP experience to lucky customers, entertainment, refreshments, and exclusive giveaways during band changeovers.

Access to the skybox is being offered through online competitions and on-site activations at Catherine Hall on Friday, July 18 and Saturday, July 19. Additional chances to win tickets and skybox passes were also offered at Flow’s “RIDDIM Wednesdays” customer event, held July 16 at its Fairview store in Montego Bay.

Lawrence said Flow’s involvement in Sumfest reflects its wider commitment to celebrate culture and community.

“At the heart of our RIDDIM platform is people — our customers, our creatives, and every Jamaican who adds to the rhythm of our culture,” she said. “We’re not just connecting people through technology, we’re helping them tell their own stories in their unique way, and Flow is proud to be a part of that.”