ONE OF the great things about dancehall is that it is filled with many flamboyant characters that keep you entertained and interested even when the lights, cameras and mics are not switched on. 

It reminds me of growing up in my mum’s yard, if you were the silent timid one you would get forgotten about and you can often disappear into the background unintentionally. 

This flamboyancy is not reserved to just the entertainers, either! 

Joe Bogdanovich, CEO of Downsound Records and chairman of Reggae Sumfest, who I met up with on his most recent trip to London, certainly fits that bill. 

On first sight you would wonder how “The Boss”, as he is called by his team, fits into the day-to-day hussle of Kingston City Jamaica, but through my various meetings with Joe you soon get to realise that he knows how to look after himself.

Joe is a tall, slim built white man, with slick back hair usually rocking black sunglasses who kinda reminds me of what Fonzie from The Happy Days may look like in 2023. And guess what, Joe has got that smooth exterior about him too. 

Joe’s latest project, Reggae Sumfest, has kept him busy over the past few years. Before he acquired the rights to Sumfest in 2016, he had been very active in the Jamaican music Industry. 

He surprised me by revealing he had briefly managed The Scare Dem Crew in the mid 1990s along with Luki D. 

I had known about Fantan Mojah, Ishawna, Harry Toddler, Ninjaman and a few others that Joe, alongside his trusted partner Skatta Burrell (Coolie Dance producer), had had a hand in managing over the years. For a few years he also looked after the much-loved Sting stage show that was a staple in the Christmas events calendar. But Joe tells me that Fantan Mojah has been his biggest success when it comes to the music industry in Jamaica. 

“When I met him as a kid, he was a window washer,” Joe says. 

“We got into a conversation that ended up with me recording him and I made some really really big records with him.” 

On our few encounters it’s very easy to see that he is an individual that has to be kept busy. He is not the easiest person to keep focused, and I think this is why he has his hand in so many pies. Joe was eager to tell me about what he has in store for his current project, Sumfest 2023, which takes place from July 16 to 22 in Montego Bay. 

“It’s a full-on festival kicking off with a family day which is free to the public, plus we will be focusing on many community affairs including environmental concerns,” he tells me as he jumps into full marketing mode. 

I was excited to find out that Marion Hall – aka Lady Saw – was closing the show on Saturday night as Joe explained all with a twinkle in his eye, 

“She’s closing Saturday night that goes into Sunday,” he says, suggesting there may be a bit of a gospel dancehall twist to her set. I did think gospel remixes to some of her biggest hits!! 

“Other acts confirmed so far include Tommy Lee, Kabaka Pyramid, Valiant, Richie Spice with lots more to follow,” he Added. 

The inquisitive (fast) journalist in me wanted to know if it was gonna be Marion Hall or Lady Saw that was turning up as I fell for the bait from Joe. 

“Well, you can’t take Lady Saw out of Marion Hall and vice versa. She has the passion, the confidence, the lyrics, the love inside of her and she is gonna blow you away. 

“I’ve also recorded three songs with her produced by Gramps Morgan, and Morgan Heritage will also be performing that night.”

Since taking over as chairman of Reggae Sumfest, Joe has made a point of not focusing on international acts for the show, but more looking at the local acts such as Beres Hammond, Chronixx and Buju Banton to headline the event as he has done in the past.

His commitment and dedication to investing in Jamaican music that at times does not bear fruit is one to be commended. I wondered why he had stayed the distance? 

“I love the Jamaican people, especially those with little and no opportunity. 

“I love where the music comes from! It comes from the root; it comes from the ghetto and humble beginnings. I like their sense of competition, humour and drive to succeed and to send a message out to the world. And I still love it.”

His passion for the culture is very evident as he sits with his teenage son watching on, who is a young entrepreneur with a T-shirt line seemingly taking notes from The Boss. 

For more info on Reggae Sumfest 2023 check out www.reggaesumfest.com

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