Community News
Jamaica Jazz and Blues Festival; Bringing the magic back
BY SIMONE J. SMITH
For years, jazz has perfectly encapsulated the history of a people. Born from the music of African-American slaves, it has found a way to circulate the globe, as it intertwines with so many different facets of modern American life: the movies, dance, art, and literature.
The enduring popularity of Jazz found its way to the islands, and since 1996, Jamaica has been a travel destination for jazz lovers all over the world. Over the decades, the Jamaica Jazz and Blues Festival has brought thousands of visitors to the island. The festival has showcased over 400 international and local musical acts including: Celine Dion, Diana Ross, Michael Bolton, Lionel Richie, Kenny Rogers, Maroon 5, Estelle, Toots, Beenie Man, Lady Saw, and many more notable artists and performers.
For five years, the festival was absent from the Jamaican entertainment scene, but there is something brewing in Jamaica. From March 4th, 2021 – March 6th, 2021, jazz lovers from all over the world can experience the very first virtual interactive Music Festival for 2021. Jamaica Jazz and Blues is Bringing Back the Magic with a one-of-a-kind-experience that fans of the festival have become accustomed to. There could not be a better time to share the beauty, culture, and vibe of Jamaica with the world.
Toronto Caribbean Newspaper was invited to the media launch of the Jamaica Jazz and Blues Festival, and here we were introduced to what will be one of the classiest events of the year.
This year’s festival organisers, Steady Image Media Group and Touchstone Productions, did a fantastic job outlining their plans for the first-ever fully virtual staging of the Jamaica Jazz and Blues Festival. Appleton Estates hosted the launch, and we were warmly welcomed by Kamal Powell, Marketing Manager, J Wray & Nephew. We also had a chance to hear from Director of Jamaica Tourism, Donovan White, who let us know that near or far, people from across the globe were welcome to be part of this spectacular event.
Collaboration is imperative to the success of any major event, and we were introduced to the partners who would be a part of making the Jazz Festival a success. Their partners include: Jamaica Tourist Board, Flow, Appleton Estates, Donna’s Caribbean Restaurant, and Mastercard.
They also have a diverse group of sponsors involved. Their Silver Sponsors: Mystique Official Digital Media Partners, Tourism Enhancement Funds, Tourism Linkages Network, Enterprise Rent-a-car, and Supporting Sponsors: Special Needs Group, and Studiocraft.
Mastercard’s commercial made me miss Jamaica. A man was sitting on the beach playing his saxophone. As he sits there, surrounded by crystal blue waters a woman saunters down the beach and pours a glass of Appleton into a glass. The man takes a moment, pulls out his Mastercard and taps his card. Watching this made me think of a time when life was that easy.
A few of the artists that will be performing at the festival made cameo appearances. Amongst them were: Tessellated, Zia Benjamin, Janine Jkul, and reggae singer Jah9. The artists shared a little about themselves, and why they were looking forward to performing at this year’s event. Among the new faces were the eight members of the ATF Band, and Raven who will be performing on March 4th, 2021. Some of the other confirmed artists this year are: Sevana, Richie Stephens, Jon Secada, Tessellated, Jah 9, Lila Ikè.
What I noticed was that this year they are focused on capturing the younger audience. Music has evolved, and the event organizers realize that the festival had to evolve with it. They have successfully carried out this marketing strategy by finding the right people to be part of the first ever-virtual event. They have Quite Perry hosting on March 4th; The Mitchells from “Meet the Mitchells” on March 5th, and Terri-Karelle Reid on March 6th.
Along with hosting, The Mitchells will be showcasing some of the hotels on the island. Attendees will also be treated to an adventure across the island with host, and singer Richie Stephens.
Jamaica is coveted for their ceramic artwork, and extraordinary homegrown products, so this year, the festival will have the Jamaica Jazz Artisan Village, Powered by: Tourism Enhancement Fund. Attendees will also have the pleasure of buying: original art, sculpture, clothing, woodwork, and jewellery from some of Jamaica’s finest creative and artistic entrepreneurs.
They have made the festival completely interactive by providing attendees the opportunity to ask questions, and be part of live polls, games and competitions. The event is totally and completely FREE, but donations are always welcome.
I don’t know where you will be on March 4th+, but if you are like me, you are going to find a way to escape this lockdown, even if for now, we can only do it virtually. For those who have attended the festival in the past, share your favourite memories with the hashtags #BringingBackTheMagic, #JamaicaJazz2021, and #JamaicaJazzandblues.