Jamaica to stage first 2021 virtual Musicfest
Tessanne Chin. Marvin Bartley Studios Ltd., fi le
Caribbean Life, DECEMBER 18-24, 2020 11
Jamaica is acclaimed for
blazing trails in transforming
cultural norms.
Reputed for transcending
obstacles despite challenges,
the Caribbean nation could
well be typified for being the
island acclaimed for “making
lemonade out of lemons.”
Boasting a long list of pioneering
accomplishments
related to fads and trends the
world has embraced Jamaica
has been credited with revolutionizing
industries representing
culinary, sports, tourism,
fashion, dance, language and
music.
Next month the first English
language, Caribbean
nation to attain independence
from Britain will host the first
virtual interactive music festival
of 2021.
And while the assumption
might suggest the music of
choice will be the genre birthe
there, the spotlight will focus
on jazz not reggae.
In order to replicate some
of the successes of the 1990s,
promoters are aiming to revisit
the era of the Air Jamaica Jazz
& Blues Festival, which booked
planeloads to the island during
the slowest tourism season.
According to the new promoters,
the slogan for the
rebranded presentation promises
nostalgically “The Magic
Is Back.”
Florida-based resident Adrian
Allen of Steady Media Group
is the brainchild behind the
renewal. He acquired a license
to stage the comeback concerts
despite the fact this will be a
third opportunity at establishing
the jazz genre as an attraction
since the airline abandoned
the festival to rename
it the Jamaica Jazz & Blues
Festival.
Allen has partnered with
local veteran marketer Marcia
McDonnough of Touchstone
Productions to return
the attraction for a three-night
kickoff from Jan. 28-30.
With little else on the musical
calendar during that period,
they are convinced Jamaica and
jazz could provide the escape
tourists might crave during the
winter freeze.
“We want to show that
Jamaica is open for business
and we are welcoming visitors,”
Allen said.
His 12 years of affiliation
with the previous jazz presentations
along with McDonnough’s
marketing expertise
gleaned from the myriad events
she participated could lead to a
successful execution of the virtual
project.
The pair are not strangers
to the climate, the beat or the
allure of the destination.
“Marcia and I have been
involved with jazz over the
years and we just decided to
take the step and execute this
year’s event. Staging events is
what we have been doing for
the past 12 to 13 years, so it
was right up our alley.”
“We understand the brand
and know what people want.”
Although the jazz fest has
been off the radar for four
years, both agree that “the
most difficult part is that we
have to bring back a festival
which has not been held for a
number of years.”
He told the Jamaica Observer
that prior to the performance
dates numerous strategies
will be implemented to invite
audience participation.
The target is that 100,000
viewers will log onto the threeday
music fest.
One of the features will
include the selection of six new
Jamaican bands.
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