ST JAMES, Jamaica – Flow’s Riddim was in full effect at Reggae Sumfest 2025 delivering an unforgettable experience for customers and festivalgoers.

Powered by its RIDDIM platform, Flow helped to bring the cultural celebration to life even including giveaways to the Flow Skybox.

“One of our goals at this year’s Sumfest was to celebrate with our customers and bring the Riddim to life in a way only Flow can,” said Latoy Lawrence, head of marketing.

“It was incredible to see the excitement and energy inside the Skybox, and amongst patrons as we enjoyed some of our best homegrown musical talents. This is exactly what the Riddim platform is about real connections, shared experiences, and celebrating our culture.”

The Flow Skybox was a festival hotspot, giving customers VIP access, entertainment between performances, and special.

The journey started with Riddim Wednesday at Flow’s Fairview store in Montego Bay on July 16, where patrons won Sumfest tickets and Skybox passes, and continued with online giveaways leading up to festival weekend.

Through its technology, Flow facilitated Sumfest’s livestream for thousands to enjoy on their mobile and at home.

“The feedback from customers has been great,” Lawrence added.

“People felt seen, appreciated, and part of something bigger. That’s what the RIDDIM is  it’s about people, culture, and moments that connect us.”