BERLIN, Germany:

"Wine pon it, back it up!" might not be the most appealing marketing motto of Tourism Minister Edmund Bartlett, but with the recession-wracked Jamaican economy causing the island's travel advertising budget cookie to crumble for the 2009-10 fiscal year, he'll likely accept all the sweeteners he can get.

Dancehall has opened a new front for Brand Jamaica, as German partygoers are still flocking clubs - though in lower numbers than yesteryear - like the Yaam and Cassiopeia in the capital Berlin. Two decades after German, sound system, Pow Pow, shot to stardom, the wave of change has given buoyancy to a movement hungry to appeal to the youth market. White acts like Junior Banton - who sings and deejays in English - have ironically become the new faces of 'black Jamaica', infusing their lyrics and covers with every mention of the island they can muster. Others like Kimoe - who delivers in German - are trying to chart a new path by combining dancehall with American hip hop. At Cassiopeia, two Saturdays ago, Junior Banton's shirt was emblazoned with the words "West Indies Yard", and during his one-hour performance, he never shied away from reminding the audience that he was a "Jamaican brother' from another mother, making frequent 'big-ups' to the Caribbean country and seasoning his songs with references about ghetto youths.

Never mind Banton hasn't ever set foot in Jamaica. Never mind his Creole is deliberate and carefully weighted.

Banton says the German language and Jamaican rhythm have been moulded into an eclectic genre that has greater appeal to the new generation of clubbers. "There are different opinions. Some people don't appreciate much artistes making reggae music and singing it and not doing it in a 100 per cent original way. They'll say, "'We'll stick to the original' and you can't change that," Junior Banton told The Sunday Gleaner last weekend, just minutes before delivering his set.

'hartical' parties

"But still a lot of people who don't know reggae music much, they know the parties. They know about the parties, which are like 'hartical' parties, and people say they often find an introduction to an artiste," he added.

Opinion is divided on whether the transatlantic exchange has watered down dancehall's punch or compromised its 'rebel' image. At participated in dub poetry and drama in the National Festival of Arts while attending Kingston College.

Popular television and radio personality, Jennifer 'Jenny Jenny' Small, said: "I am a festival baby."

She said she participated in the various speech, drama and song competitions that make up the season from her years at York Castle High School, St Ann, to her time spent at Church Teachers' College in Manchester. At all levels, she received a national gold medal. To top this off, she was crowned festival queen in 1995.

Based on her experience in festival and looking at the state of the country, Small said festival is even more relevant today.

"If there is ever a time when festival is relevant, it is now. We are getting so far away from our roots and morals. Festival celebrates the better side of Jamaica. Now, there is so much distress and fear," Small told The Sunday Gleaner.

time to show love

She fondly reminisced on festival being a time to show love, respect and to be peaceful. She said it reminds people of the good times and the importance of celebrating emancipation and independence.

Small, who has worked with festival for years, said there has been inconsistencies in the festival competitions.

"I can't say that it has been dwindling. There are some years when it is better than others. It is dependent on how much money JCDC gets," she said.

Nash said celebrations would be limited this year by the unavailability of financial resources.

"This year, the festival is challenged in the area of financing. With the constraints on government revenue, it has to rely more on voluntary services and sponsorship from private sector," Nash said.

Currently, there is a sponsorship drive to raise the $100 million needed for this year's festival and independence celebrations. The JCDC has already received $23 million.

Nonetheless, Nash believes Jamaica Festival will be just as good, or even better, than previous years.

"Jamaica can this year, as usual, look forward to continued revitalisation of the festival, and at this time the commission is appealing to the private sector for support and appeal to the chamber of commerce in the various parishes to make the season festive by decorating their business places and by flying the Jamaica flag," he said.