As anticipation builds around one of dancehall’s most talked-about reunions, Zimi Entertainment has secured a key role in what is expected to be a landmark moment for Jamaican music culture.

The entertainment brand has partnered with Reggae Sumfest to stage the official after-party following A Taste of Sumfest, the showcase headlined by dancehall heavyweights Vybz Kartel and Mavado.

Set for Sunday, July 19, the premium Zimi Seh Brunch event will run from 3:00 pm to 10:00 pm in St Ann and is being positioned as the closing celebration for a weekend many fans are already calling historic.

Interest surrounding this year’s staging has intensified largely because of Kartel and Mavado’s upcoming appearance together. The two dancehall giants are expected to share a stage for the first time in more than a decade, a reunion that has generated excitement among fans locally and across the diaspora.

Reggae Sumfest organisers believe the collaboration with Zimi Entertainment is a natural fit.

“Zimi Entertainment does good parties; they bring the youth. It’s important to give support to people who are doing good work in the entertainment business,” said Joe Bogdanovich, chief executive officer (CEO) of DownSound Records Ltd and Director of Reggae Sumfest.

Over the years, Zimi Seh Brunch has carved out its own space on Jamaica’s entertainment calendar, developing a reputation for blending music, food, fashion and Caribbean culture into upscale lifestyle experiences. The event regularly attracts influencers, creatives, entertainment personalities, executives and visitors from overseas.

For Zimi Entertainment founder and CEO Nicholas “Zimi Nick” Mahfood, the partnership marks another major milestone for the brand.

“We’ve spent years intentionally building Zimi Entertainment into a platform that represents the energy of the culture, music, people, lifestyle, and unforgettable experiences,” said Mahfood. “To now partner with Reggae Sumfest to curate the official after-party for such a historic moment in dancehall is huge for us. Kartel and Mavado sharing the stage again is bigger than music, it’s a cultural moment. We’re honoured that Zimi Seh Brunch gets to be part of that story.”

The company says delivering premium experiences remains central to its identity, particularly for an event tied to a moment of such significance.

“For us, execution has always been the differentiator. People don’t just attend Zimi events, they experience them. With this staging of Zimi Seh Brunch, we’re approaching it with the scale and intention that a historic Sumfest moment deserves,” said Pierre Beckford, sponsorship and execution manager at Zimi Entertainment.

Momentum for this year’s festival has also been growing internationally. On May 20, Reggae Sumfest hosted its global launch event at Komodo in Miami, attracting members of the Caribbean diaspora, media representatives, influencers and entertainment executives. Among those in attendance were Vybz Kartel, Gary Matalon, Ricky Platinum, and stakeholders from Reggae Sumfest and Zimi Entertainment.

Organisers say additional details surrounding Zimi Seh Brunch, including venue information, partnerships and other planned experiences, are expected to be announced in the coming weeks.

Joe Bogdanovich and Nicholas Mahfood.

Pierre Beckford, sponsorship and execution manager, Joe Bogdanovich, DownSound Entertainment and Nicholas Mahfood, CEO of Zimi Entertainment.