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This is the home of reggae. The emphasis on international performance was diluting the reggae aspect of the show somewhat,” said Paul Pennicook, director of tourism, after signing the Jamaica Tourist Board’s (JTB) endorsement of Reggae Sumfest yesterday. “We believe very strongly in promoting the music because the music is one of those things that makes us different from everybody else,” he said.

The official endorsement took place at the JTB’s New Kingston offices.

Reggae Sumfest vice-chairman and co-producer Robert Russell welcomed the JTB’s support.

“They have welcomed the change we have initiated this year. They have given us 100 per cent support,” Russell said.

The initiative is geared towards increasing the festival’s international appeal and the event’s new management assures that measures to truly take the brand internationally are currently on the table. The team intends to take Reggae Sumfest on a United States tour. “Last year, we were all ready to go,”, Russell told The Gleaner. However, there was a stipulation from the interested entities that Damian ‘Jr Gong’ Marley participate in the tour.

Read More: http://jamaica-gleaner.com/article/entertainment/20160610/jtb-endorses-sumfests-direction