Artistes, media called on to change

The need to promote more positive music was the unified message at International Reggae Day (IRD) on Thursday.

IRD is a global media festival that highlights the impact of the media on music.

At the tree-planting ceremony at Emancipation Park Thursday, IRD founder and producer Andrea Davis said Jamaica's most recognised art form needed to find its roots.

'"Reggae music is Jamaica's most globally recognised export and one of its most powerful assets in the war against mental slavery and the power of music and media, to make a difference in Jamaica and the world is limited only by our unwillingness to embrace our responsibility," said Davis.

"Music and media are two of the most powerful influencers in the society and they impact the state of affairs as much as politics and economics."

Two Blue Mahoe trees were planted in the park, one by entertainers and the other by members of the media, and Davis said it was symbolic of change.

"We want to recommit music and media to a higher standard, to a better Jamaica and better music," Davis added. "The world has signalled an unwillignnes to accept negative music from Jamaica. So while reggae music is doing well in the market for international home-grown artistes, Jamaica's share in the market continues to decline."

Moderator Ibo Cooper spoke at length about the positive impact reggae has had over the world, helping to change racial mindsets and promoting Jamaica as one of the most significant countries in the world.

The sponsors also spoke to the need for the promotion of positive reggae music. One of the main sponsors of IRD, Red Stripe, chimed in on the value of uplifting reggae music as opposed to derogatory lyrics.

Believe in our culture

"Red Stripe, which has been a long-time supporter of reggae music, is pleased to partner with International Reggae Day, as we believe in our culture and our music and the values they can offer when we focus on positive messages," said Safia Cooper, Red Stripe brand manager.

Following the speeches and tree planting, sweet reggae flowed from the lips of Ken Boothe, Cherine Anderson, Romaine Virgo, Duane Stephenson and poet Cherry Natural, among others.

"We need more positivity, more peace," said Anderson, before singing the inspirational Shine on Jamaica. Boothe was patriotic with Black, Green and Gold and Stephenson rocked the park with August Town.

"We are heartened by the new crop of reggae artistes in the tradition of Bob Marley, who are coming forth with a powerful message of love and hope for the world. And these artistes must be fully supported by the media and public in Jamaica because they are the future," Davis said.