Shaggy To Headline Virtual Jamaica Rum Festival With Shenseea And Sizzla

By Claude Mills Mon, February 15 2021, 10:23 AM EST

shaggy_shenseea_sizzla — Shaggy, Shenseea, Sizzla

International superstar Shaggy will headline this year’s staging of Jamaica Rum Festival which will be a virtual one, starting from March 21, and culminating on March 27, 2021. Dancehall stars Shenseea and Sizzla are also rostered to perform.

The announcement came during the festival’s launch, streamed live on its social media channels on Thursday. This virtual experience is being presented in partnership with Appleton Estate Jamaica Rum, the Jamaica Tourist Board and Tourism Enhancement Fund, in conjunction with leading local rum brands Appleton Estate, Wray & Nephew White Overproof Rum, Kingston 62, Rum-Bar, Hampden Estate, Rum Fire and Monymusk Plantation Rums.

As with previous stagings, Appleton Estate will present the live concert at the Jamaica Rum Festival.

Leleika-Dee Barnes, channel and customer marketing director, J Wray & Nephew Limited, spoke to the brand’s continued relationship with music.

“Over the past 10 years, Appleton Estate has demonstrated the inextricable link between rum and Jamaican music, both of which are signposts of our culture. Most recently, our National Rum Day and Reserve the Night activations have been met with resounding success. These activities, along with Appleton Estate Signature Nights in the past, have showcased the power of music to drive education about our storied expressions. The Jamaica Rum Festival, therefore, would be incomplete without music, so once again, Appleton Estate is pleased to present the Festival’s live concert,” said Barnes.

Valón Thorpe, festival director and CEO of Mystique Integrated, assured viewers of the virtual launch, that despite the new format of the Jamaica Rum Festival, persons can expect a similar experience to its physical stagings over the past two years.

“The festival will be presented as a virtual experience, with tweaks to match its prior physical counterparts which we expect to elicit the same immersive experience via mobile and traditional devices,” he said.