THE Jamaica Reggae Industry Association (JaRIA) has added its voice to salute today’s observance of International Reggae Day (IRD).

JaRIA notes that it is supportive of all initiatives which contribute to the strengthening of the Jamaican music industry and help to build the confidence of our people in our vibrant and valuable culture.

“The reggae industry is sustaining many families across Jamaica through the creation of a variety of income streams. However, we must realise that we have only just begun to tap into its vast potential. We encourage all Jamaicans, wherever you are, to stand proudly behind the reggae brand and join the celebration by organising and participating in IRD-themed activities,” said JaRIA Chairman Michael ‘Ibo’ Cooper.

Meanwhile, founder of IRD Andrea Davis told the Jamaica Observer that all is in place for today’s observances. She noted that media outlets across the globe have signed on to be part of the day, which has been celebrated for the past 20 years.

“We have media in The Bahamas, Trinidad, Brazil, Australia, Japan, Argentina, France, Germany, The UK as well as all over the United States — from New York to Hawaii, which have all agreed to make reggae a huge part of their programming for the day.”

Here in Jamaica, the IRD activities will also include Experience Reggae 360, which involves persons wearing reggae colours (red, green and gold) being eligible for discounts at select outlets, including restaurants, boutiques and even at the Hope Zoo.

Davis is also upbeat about the special presentation of a collection from the International Reggae Poster Contest, which will be projected on the wall of the Jamaica Pegasus hotel in the Corporate Area starting at 7:00 pm, as well as the

iReggae app which persons can download for regular updates on reggae music.