In a statement delivered at the 2016 Reggae Sumfest Sponsors’ Forum, last evening, Minister Grange said, “I am elated at the new direction that Sumfest 2016 has taken. It is a welcome change. This new direction of Sumfest - promoting new, emerging and established Jamaican artistes – on a state of the art, culturally diverse platform – may make us upsetters, especially in a fiercely competitive market in which Reggae festivals abound.”
She added, “I strongly believe that the market can sustain several festivals, produced using international benchmarks and which feature local Jamaican talent. The world will be able to view unparalleled entertainment - starring Jamaicans, by Jamaicans, in the place that created the music – Jamaica.”
The Minister also expressed that this year’s staging of Reggae Sumfest provides yet another opportunity to put authentic Jamaican talent on full display in the tourist capital of Montego Bay, highlighting that this approach is simply building on what existed before, through shows such as: Rebel Salute, Sting and Reggae Sunsplash. She added that although many others would have considered it a challenge, Joe Bogdanovich instead saw an opportunity in developing Jamaica’s musical culture.
The Minister said, she believes that, “with further coordination and execution and the combination of technological innovation, this entertainment model can begin to reap success especially in light of the Ministry of Culture’s programme to create franchise models for mature entertainment products like Sumfest and Rebel Salute.”
She noted that this concept is being developed through the Entertainment Division of the Ministry and the Jamaica Intellectual Property Office (JIPO).
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