KINGSTON, Jamaica — With just over two months remaining until the 2024 staging of Reggae Sumfest, organisers have intensified their international promotional efforts in hopes of attracting an even larger audience to the week-long music festival.

Scheduled to run from July 14-20, the festival promises eight events across seven days of continuous entertainment, offering a package that Chief Executive Officer of Downsound Entertainment, producers of Reggae Sumfest, Josef Bogdanovich, describes as “unlike any other”.

In an interview with Observer Online, Cordell ‘Skatta’ Burrell, a member of Reggae Sumfest’s executive team and head of Artistes & Repertoire (A&R), explained the decision to focus on engaging the international audience, recognising their significant contribution to the festival’s success each year.

“We’re aiming to attract an international audience as they not only boost festival attendance but also make substantial contributions to the city of Montego Bay and the country’s economy,” he stated. “But aside from the fact that there are festival attendees all over the globe, we are also mindful that Jamaican people, including those in the Diaspora, look forward to seeing these promotions, so they have enough time to plan and book plane tickets, hotel rooms and make other preparations,” Burrell shared.

Mindful of the importance of reaching festival enthusiasts worldwide, Sumfest has launched its “catch us in your city, tag us if you see us” campaign. The initiative will see the team undertaking various promotional activities aimed at increasing visibility for the event.

Plans include making appearances at different events globally, such as the ongoing Penn Relays now happening in Philadelphia. With over 100,000 patrons, the Penn Relays provides an excellent platform to reach a diverse audience and showcase the vibrancy of the Jamaican culture and all that brand Reggae Sumfest has to offer.

Event organisers have also secured advertising coverage in Canada, New York’s iconic Times Square, and even cities as far-reaching as Gambia. Reggae Sumfest will also be facilitating promo-pull-ups in Atlanta and Florida.

In addition to these pop-up appearances, festival organisers will also wrap Caribbean Airlines aircraft with Reggae Sumfest branding, showcasing various festival highlights. Caribbean Airlines is the title sponsor of the event.

Expressing excitement about this promotional endeavour, Karla Jankee, a member of the Reggae Sumfest executive team and Head of Marketing, highlighted the partnership with Caribbean Airlines and the Jamaica Tourist Board (JTB) to garner further support for the event.

“Catch us in your city and tag us if you see us, as we will be prominently featured on the Caribbean Airlines aeroplane. Reggae Sumfest embodies ‘Brand Jamaica’, and it’s only right that we partner with the JTB, promoting all facets of Jamaican culture at this Diaspora event. Our goal is to showcase excellence from Jamaica across music, sports, cuisine, fashion, dance, art, culture, and our people. This represents a significant boost for brand Jamaica,” she emphasised.

Bogdanovich, the dynamic force behind Reggae Sumfest, revealed exciting plans for the festival’s promotional activities. He enthusiastically announced, “We’re pulling out all the stops! We have an exclusive launch party scheduled in Washington on May 15, followed by a high-profile press launch in Fort Lauderdale on May 24. Additionally, our dedicated team will be making appearances at various events across Florida during Memorial Day weekend to engage with fans and spread the word about the festival. These initiatives are just the beginning of our extensive promotional campaign, culminating in the highly anticipated Jamaica launch event at the end of May in the vibrant city of Montego Bay.”

Bogdanovich is set to make a special appearance on Fox 5 News, further amplifying the buzz surrounding Reggae Sumfest.