With anticipation already reaching fever pitch for a historic Gully/Gaza showcase featuring dancehall icons Vybz Kartel and Mavado, organisers of Reggae Sumfest continue to expand the experience beyond the stage.

In an exciting new partnership, Zimi Seh Brunch has officially been welcomed to the Taste of Reggae Sumfest weekend line-up, becoming the second official event for the highly anticipated weekend.

Through a collaboration with Zimi Entertainment, the popular lifestyle experience will stage a special St Ann edition on July 19, offering patrons a premium daytime event to close out what is already shaping up to be one of the most memorable weekends in Sumfest history.

With thousands expected to descend on St Ann for the staging of Taste of Reggae Sumfest, organisers say Zimi Seh Brunch will deliver the perfect “brawta” — a high-energy daytime celebration designed to keep the weekend’s momentum alive long after the stage lights dim.

The drink-and-food-inclusive brunch will bring Zimi Entertainment’s signature blend of opulence, music, and curated entertainment to Jamaica’s north coast, adding a new layer of prestige and lifestyle appeal to the internationally celebrated festival weekend.

According to Nicholas Mahfood, widely known as Zimi Nick, the concept emerged naturally following the announcement of the historic showcase.

“When I saw that Reggae Sumfest would be having such a major moment with the Gully/Gaza showcase featuring two of dancehall’s biggest names, I definitely thought there could be an opportunity to do something more for the people the day after that show,” Mahfood explained.

“When I reached out to the team and we discussed the idea, they were very open to collaborating and offering patrons, especially overseas visitors, something else to indulge in. We really wanted to give a high-execution event on the Sunday after everyone is still in that post-show high,” he added.

While the collaboration may appear novel to some, Mahfood said the partnership is a natural alignment between two brands known for delivering premium entertainment experiences.

“It is Zimi Seh Brunch, but in collaboration with Reggae Sumfest. So think along the lines of an after-party, but really it’s a day-after party,” he said with a laugh. “It will be the same vibes that persons have grown accustomed to from Zimi Entertainment. That means high-energy, high-execution, and just know that Ocho Rios will come alive.”

Joe Bogdanovich, CEO of Downsound Entertainment, producers of Reggae Sumfest, said the addition reflects the festival’s continued focus on delivering value and a full weekend experience for patrons.

“Zimi Seh Brunch is exactly the kind of experience we want to bring into the Taste of Reggae Sumfest weekend,” Bogdanovich said. “We are building more than just a one-night show, we are creating a full entertainment experience for our patrons. This partnership allows us to extend the energy of the weekend and give both our local and international audience something premium to enjoy beyond the main event.”

He added: “What we can say is that this will be a high-quality addition to the weekend, consistent with the standard that people expect from Reggae Sumfest.”

Mahfood also hinted that in addition to the usual Zimi Seh experience, patrons can expect elevated moments designed to enhance the overall experience.

“As is customary at our events, there will be surprises, so patrons can expect to get more than they bargained for,” he added. “We take our patron experience very seriously, and so does Reggae Sumfest, which is why this partnership was so special. They offer high energy and high deliverables and so do we. This will be two high-quality brands coming together to push the culture and premium Jamaican entertainment.”