Magnum now title sponsor of Reggae Sumfest
Magnum Tonic Wine has joined forces with Reggae Sumfest as the title sponsor for the annual music festival which is renowned for promoting reggae and dancehall music.
The official signing of the partnership took place on Friday, June 5 at the offices of J Wray & Nephew in New Kingston.
In an interview with the Jamaica Observer, Josef Bogdanovich, CEO of Downsound Entertainment, promoters of Reggae Sumfest, shared that having Magnum as a title sponsor was important for the event and the culture on a whole.
“I really respect Magnum and the company for believing in us and our vision, and the support that they give to dancehall from the beginning. From this partnership, we are looking forward to good things. And I like Magnum because the people like Magnum, it’s the drink of the youth and they like to party, and we’re definitely supporting that,” said Bogdanovich.
Downsound Entertainment has owned the Reggae Sumfest brand since 2016. The CEO reflected on what he surmised was the high point of the festival since taking over the reins.
“Every year, it’s like, ‘How do we do it again?’ One of our things that comes naturally to us, we just make it happen, and we always try to uplift and elevate with the best in the world, to take the music to a higher level,” he said.
Reggae Sumfest takes place on Saturday, July 18 at Plantation Cove in St Ann. Dancehall heavyweights Vybz Kartel and Mavado are the headlining acts.
Members of the Downsound Entertainment team (from left) Markaelo Ricketts, assistant; Karla Jankee, head of marketing; Malcolm Miller, assistant; Leeann Dunkley, executive administrator and data controller; and Dealo Gordon, sponsorship manager, receive branded merchandise, giving a preview of the innovation and style expected of the Magnum Reggae Sumfest experience. Photo: Predi photography
The festival made the move to Plantation Cove due to significant damages at the Catherine Hall venue caused by Hurricane Melissa.
“This venue is literally twice the size of Catherine Hall. We’re on a beautiful beach coast and the venue is just easy to work with. You’re gonna see some real magic there in terms of how we’re gonna set it up and the production is different every year. We’re excited and we’re ready,” Bogdanovich shared.
Asked if the festival does well at the new venue, would the festival return to Montego Bay, Bogdanovich said: “Everything is possible. We’re definitely expanding Reggae Sumfest, and we’re looking to do a lot of things in different parts of the world. We have the Caribbean, England, New York, and Toronto. They all want us, and we’re ready,” he added.
Pavel Smith, marketing manager for Magnum Tonic Wine, is pleased with the partnership with Reggae Sumfest.
“This is a pivotal moment in dancehall and Magnum has been the champion of dancehall. So, for us, this partnership, we saw it as a beautiful synergy,” said Smith, who shied away from divulging the level of investment made in the festival.
“[Y]ou will see something fascinating from Magnum. For us, this is what dancehall mean. The investment is a sizeable amount that will enable us again to further the culture and dancehall within the market. Being a part of this platform, it’s a done deal for us,” explained Smith.
Asked what the brand’s execution will be at Reggae Sumfest, he said: “If you’re not there, you’re going to miss something monumental. Expect some surprises, Magnum bucket deals, entertainment, and surprises as it relates to artistes and entertainment brought to you by Magnum.”
