File
Patrons wave their rags for Beenie Man during his set at Red Stripe Reggae Sumfest 2007 in Montego Bay, St James.

Adrian Frater, News Editor

WESTERN BUREAU:

Despite the decision of their main sponsor, Red Stripe, to stop sponsoring live events, Reggae Sumfest '08 will nonetheless go ahead as planned, thanks to the decision by other sponsors to increase their financial input to minimise the expected fallout.

While the directors of Summerfest Productions, the promoters of Reggae Sumfest, have been reluctant to discuss the matter with the media, a source with ties to the company told The Sunday Gleaner that preparations for this year's event, which will take place from July 13-19, would go ahead as planned.

Still on board

"A number of the other sponsors have indicated a willingness to increase their sponsorship," the source told The Sunday Gleaner. "In addition, it should be important to note that Red Stripe will still be staying on board as a liquor sponsor."

Nearly two weeks ago Red Stripe announced that it would stop sponsoring live events, indicating an unwillingness to continue supporting events that facilitate "violent and anti-social lyrics". According to Maxine Whittingham-Osbourne, Red Stripe's head of corporate relations, the decision was "in tandem with company's corporate strategies and values".

"It is unfortunate that the use of violent lyrics by some artistes has caused it to reach this stage," the Summerfest source stated. "As a company, Summerfest does not support or condone violence against any sector of the society."

With just over three months to go before this year's event, the source told The Sunday Gleaner that all the major local acts have been confirmed, and that the booking of overseas artistes is now at an advanced stage.

"Our preparations are going quite well," noted the source. "Yes, Summerfest is disappointed that Red Stripe has pulled out because they have been partners for six years and it has been a very good relationship."

US$300,000 sponsorship

Last year Red Stripe sponsored Reggae Sumfest to the tune of US$300,000 ($21.3 million) and underwrote the cost of the various press conferences and other promotional events.

Reggae Sumfest, which had its inaugural staging in 1993, regularly attracts in excess of 50,000 patrons annually, local and foreign, which results in hotel rooms and airlines seats being booked solid for the duration of the festival. Last year, approximately US$5 million (J$355 million) flowed into the local coffers as a direct result of the annual festival.