Ska and Rock­steady Fes­ti­val sees New York launch

Jamaica Gleaner - - ENTERTAINMENT - Roy Black Gleaner Writer

JU­LIAN ‘JIN­GLES’ Reynolds, the CEO of the Sound and Pres­sure Foun­da­tion that is re­spon­si­ble for putting on the an­nual One World Ska and Rock­steady Mu­sic Fes­ti­val, slated for the Ranny Wil­liams En­ter­tain­ment Cen­tre on Satur­day, Novem­ber 26 and Sun­day, Novem­ber 27, is cur­rently over­seas, with hopes of en­gag­ing an in­ter­na­tional au­di­ence.

“We are try­ing to en­gage an in­ter­na­tional au­di­ence market for this event, and in or­der to reach that market in­ter­na­tion­ally, we have worked out an ap­proach to re­ally take that on from out­side of Ja­maica,” said Reynolds, who lives mostly in New York and the con­tacts he has are there to meet that wide me­dia market.

A New York me­dia launch, which took place last Thurs­day, saw rep­re­sen­ta­tives of the New Ju­lian ‘Jin­gles’ Reynolds

York me­dia and en­ter­tain­ment in­dus­try turn out to hear Reynolds tell of plans for the fes­ti­val.

“The fes­ti­val forms a core strat­egy for the rede­vel­op­ment of Kingston as a cul­tural tourism des­ti­na­tion,” Reynolds said.

In my in­ter­view with Reynolds be­fore he left for the US, he stressed the im­por­tance of the in­volve­ment of two key min­istries (Min­istry of Tourism/Min­istry of Cul­ture, Gen­der Af­fairs, En­ter­tain­ment and Sports) with the fes­ti­val.

“We recog­nise the value of Ja­maican mu­sic, and in terms of recog­nis­ing its value, it means that we have to look at all forms of how to mon­e­tise projects to ac­crue rev­enue for the projects and for the peo­ple that we are serv­ing. So we think that the in­volve­ment of the min­istries, es­pe­cially tourism, is crit­i­cal. We planned it that way be­cause we are em­bark­ing on bring­ing tourism to Kingston by iden­ti­fy­ing Kingston as a cul­tural tourism des­ti­na­tion, with mu­sic as the main driv­ing force. At the same time, we are fo­cus­ing on the build­ing of the tourism in­dus­try in Kingston, so that Kingston can gen­er­ate more rev­enue for the peo­ple of Kingston and im­prove the so­cio-eco­nomic con­di­tions for the peo­ple who live in Kingston, and for down­town Kingston in par­tic­u­lar, where the mu­sic orig­i­nated,” said Reynolds.

Min­is­ter of Tourism Ed Bartlett, in his ad­dress at the Kingston launch on Au­gust 9, seems to be echo­ing these re­al­i­ties, when he said: “Ska and rock­steady rep­re­sents a great pe­riod of our re­nais­sance, and so to iden­tify with a mu­sic fes­ti­val that cel­e­brates that be­gin­ning and ac­cen­tu­ates the role that that par­tic­u­lar pe­riod has played in the de­vel­op­ment of our civil­i­sa­tion to­day is very very crit­i­cal to us in tourism ... it is build­ing out the mu­sic ex­pe­ri­ence as a dis­crete prod­uct for the world to come and en­joy, and pay for,” Min­is­ter Bartlett re­it­er­ated.

Ska and rock­steady rep­re­sents a great pe­riod of our re­nais­sance

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