When the 2023 edition of Reggae Sumfest takes centre stage at Catherine Hall in Montego Bay on July 21 and 22 it will mark the sixth year the festival is livestreamed.

Viewership has almost tripled over that period as digital access affords fans more options in how they interact with entertainment.

Speaking at the launch of Reggae Sumfest's 30th anniversary on Wednesday at Iberostar hotel, Flow's acting director - marketing, Latoy Lawrence, noted that the synergy between technology and entertainment can create new fan experiences while growing the fan base.

"Reggae Sumfest provides a great way for Flow to support our musical culture while integrating our core products and services that will enhance the Sumfest experience," said Lawrence.

"More fans are choosing the virtual concert experience for a variety of reasons and our network has the capacity to bring Sumfest directly to the fans through their mobile devices or home entertainment. Virtual concerts provide a unique experience and we are committed to working with all the partners to provide the best virtual experience available."

At the core of this synergy between entertainment and technology is the Internet, which transports the content directly to the consumers.

Lawrence added that Flow's unlimited Prepaid data plans, and its Ya'ad and Road plan, can give customers fast and reliable access to the livestream.

CEO of Reggae Sumfest, Joe Bogdanovich, acknowledged that Flow has been a valued partner at different points over the event's 30-year history and a key contributor to the success of Reggae Sumfest.

"We are grateful and happy to have Flow on board as our technology partner again this year," said Bogdanovich.

In addition to the two main nights, Flow will directly activate at the Global Sound Clash on July 20 at Pier 1.

Through the Flow Foundation, the company will also support the Family Funday Community Fest on July 16 at Catherine Hall.

Flow is a platinum sponsor of Reggae Sumfest and is in its third consecutive year as the official technology partner.

The communications and entertainment provider announced it has renewed its partnership with Reggae Sumfest, which includes powering the livestream and activating Wi-Fi access at its booth for patrons to instantly share content. Flow will also provide all the technology needs for the ticket booth, the media room, and the bar sales to help ensure a smooth operation.