Magnum takes title role for Reggae Sumfest at Plantation Cove

Magnum Tonic Wine has become the title sponsor of Reggae Sumfest, deepening its connection to one of Jamaica’s major reggae and dancehall showcases.

The agreement was formally signed on Friday, June 5, at J Wray & Nephew’s offices in New Kingston. Josef Bogdanovich, chief executive officer of Downsound Entertainment, which promotes Reggae Sumfest, told the Jamaica Observer that Magnum’s support matters to both the event and the wider music culture.

“I really respect Magnum and the company for believing in us and our vision, and the support that they give to dancehall from the beginning. From this partnership, we are looking forward to good things. And I like Magnum because the people like Magnum, it’s the drink of the youth and they like to party, and we’re definitely supporting that,” Bogdanovich said.

Downsound Entertainment has controlled the Reggae Sumfest brand since 2016. Reflecting on the festival’s progress under his leadership, Bogdanovich said each staging brings the same pressure to deliver again, while the team continues trying to lift the production and push the music further on the world stage.

This year’s Reggae Sumfest is scheduled for Saturday, July 18, at Plantation Cove in St Ann. Dancehall acts Vybz Kartel and Mavado are booked as the main performers.

At the partnership event, Downsound Entertainment team members Markaelo Ricketts, Karla Jankee, Malcolm Miller, Leeann Dunkley and Dealo Gordon received branded items connected to the planned Magnum Reggae Sumfest presentation. Their roles were listed as assistant, head of marketing, assistant, executive administrator and data controller, and sponsorship manager, respectively.

The festival was shifted to Plantation Cove after Hurricane Melissa caused major damage at the Catherine Hall venue. Bogdanovich said the St Ann site is much larger than Catherine Hall, sits along the beach coast, and gives organisers room to build a different production setup.

“This venue is literally twice the size of Catherine Hall. We’re on a beautiful beach coast and the venue is just easy to work with. You’re gonna see some real magic there in terms of how we’re gonna set it up and the production is different every year. We’re excited and we’re ready,” he said.

Asked whether Sumfest would go back to Montego Bay if the St Ann staging succeeds, Bogdanovich said no option is off the table. He added that the brand is looking beyond Jamaica, with interest in the Caribbean, England, New York and Toronto.

Pavel Smith, marketing manager for Magnum Tonic Wine, said the company sees the sponsorship as a strong fit because of its longstanding association with dancehall. He declined to state the value of the investment, but described it as sizeable and said it would help support dancehall and culture in the market.

Smith said patrons can expect Magnum-led activity at the festival, including bucket deals, entertainment, surprises, and artiste-related moments tied to the brand.