VP Records has partnered with Reggae Sumfest which will see the labels marquee artistes performing at the festival from July 19-25 at Catherine Hall Entertainment Complex.

Some of the most talked-about, in-demand and chart-topping acts in the business are on the list, including Tarrus Riley, who launches his new album that same week, the red-hot Busy Signal, the royal Queen Ifrica, the marauding Mavado, Lady Saw, Jah Cure, Etana, Coco Tea, Elephant Man, and others.

Nothing but excellence

"As usual, we expect nothing but excellence from them," said marketing manager of Reggae Sumfest, Marcia McDonnough. She noted that VP had been a steady partner over the years and this year's choice of artistes from the label, plus the Sumfest packaging, will ensure patrons get bang for their buck.

"Usually they (the artistes) put out the best for this annual show, and this year we expect no different. It will be a mixed international crowd and we expect above-par performances from all of them," she added.

Open secret

It's an open industry secret, that artistes clear their hectic touring schedule to make sure they're rested and ready to work at Sumfest. They've been known to take breaks, meditate, and pull out all the stops to ensure they give their all for the festival

"We put in the names that bring out the crowds," McDonnough noted.

"For dancehall night in particular, they can expect high energy performances ... Overall the festival will cater to a variety of tastes in music."