Flow hails Reggae Sumfest for ‘cultural impact’
Joe Bagdonovich, Chairman and CEO of Downsound Entertainment, the producers of Reggae Sumfest, has the rapt attention of (from left) Robert Russel, Director of Downsound Entertainment, Latoy Lawrence, Flow’s Senior Marketing Manager, Olivia Grange, Minister of Culture, and Sara Martins de Oliveira, Flow’s Senior Marketing Director. They were celebrating the launch of Reggae Sumfest 2022 on May 19 at the Iberostar Hotel in Montego Bay, St James.

Communications and entertainment provider Flow, a sponsor of Reggae Sumfest 2022, is hailing what it says is the festival’s importance to Jamaica’s culture and music industry.

Reggae Sumfest makes a highly-anticipated return to live shows this weekend after a two-year hiatus due to the COVID-19 pandemic. This year’s staging will be a hybrid format of live shows and livestreaming, a testament to the integration of technology in today’s music festivals.

“Since 1993, Reggae Sumfest has been a culturally significant event that helps to promote our music to a global audience while staying rooted in the heartland and hearts of the people,” said Sara Martins de Oliveira, Flow’s Senior Marketing Director. “For many local artistes, a performance on the Sumfest stage is a highlight of their career and it sets the stage for future growth.”

Flow says technology is the new frontier that enhances the fan experience at music festivals. The capturing and sharing of content in real time has become a big part of the fan experience, while some patrons choose to enjoy the show online from the comforts of their couch, de Oliveira said.

“Entertainment experiences are more integrated with technology today than ever before. Patrons want to take pictures, update their status and share their experience in real time, while some persons choose to stream the performances, and our fibre fast technology makes it all possible,” de Oliveira added. “But it’s also bigger than the technology. It’s really about how we unite people around their passions and how technology enhances the quality of each experience.”

Flow has been known for leveraging the power and reach of music in its customer communications. Over the past seven months its campaigns have featured personalities such as ‘Queen of the Dancehall’ Spice, disc jockey Bambino, comedian and artiste Deno Crazy and, most recently, Beenie Man on its new Sum-Summa promotion. Flow said dancehall and reggae are a mutual passion point that strengthens the relationship between the brand and its customers and Reggae Sumfest provides a great platform to do that.

“We are anticipating a great event and are looking forward to the performances. We are also very excited about interacting with the patrons and helping to create a great experience for them,” said de Oliveira. “Kudos to Downsound Entertainment for their commitment to the culture and working with like-minded partners to make Sumfest the greatest reggae show on earth.”

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