Palm Nations Ltd., Ourthing Global, and the iconic Caribbean lifestyle brand SANDZ are set to launch their most ambitious venture to date: the debut of Sandz in the United Kingdom. The highly anticipated Ultra Weekend—branded Soak’d Pineapple x SANDZ Festival—will take place August 16–17, 2025, at Addington Park in Croydon (CR0 5AR).
In an exclusive interview with World Music Views, Palm Nations co-founder and entertainment entrepreneur Dwayne Hines positioned the move as far more than market expansion. “SANDZ is entering Europe not as a guest, but as a major cultural import,” he said.
Hines, born in Kingston, Jamaica, charted his course from investment banking roles at Royal Bank of Canada and Scotiabank to the helm of a festival brand with reach across the Caribbean and North America. “The passion started with a sold-out Mavado show in Toronto,” he recalled. “That’s when I saw the potential of Jamaican music and culture to unite people, regardless of race or background.”
SANDZ, a high-energy, beachwear-inspired festival with roots in Jamaica, has successfully expanded into New York, Atlanta, Toronto, and Florida. London is its first European stop—one long in the making. “We’ve been fielding interest from U.K. promoters for years,” Hines said. “They’ve got Wireless and City Splash, but nothing that delivers pure dancehall party energy. That’s where SANDZ fits in.”
The Ultra Weekend will feature a landmark performance by Aidonia—his first U.K. appearance in 18 years—alongside Elephant Man, Jada Kingdom, and Vanessa Bling. “It’s Jada’s first U.K. show, and Elephant Man hasn’t touched a British stage in two decades. This is a cultural moment,” Hines added. Aidonia’s appearance also coincides with his 20-year milestone in the music industry, underlining the event’s generational reach.
Organisers expect more than 20,000 patrons to attend, with travellers flying in from Jamaica, Canada, the U.S., Scotland, and across the U.K. The festival’s production is a collaboration between the SANDZ Caribbean Music Festival team, Palm Nations, Soak’d Pineapple, and Ourthing Global, a U.K.-based team with experience producing large-scale events featuring Masicka and Capleton.
“This isn’t just a party—it’s an authentic Jamaican experience delivered with world-class production,” said Hines. The expansion has also marked a strategic win for Reynolds Entertainment Agency, which secured work permits for the headlining acts. Hines credited the broader team—including Omar Campbell (Director), Makeda Glaze (Event Coordination & Social Platforms), Kezia Royer (Event Director Palm Nations Inc. Toronto) and Kadeisha Lawrence—for managing cross-border planning between Toronto and London.
SANDZ London aims to bring the festival’s signature elements to a new audience, including curated décor, pineapple-themed refreshments, performances by established DJs, fashion features, and interactive brand experiences rooted in Caribbean culture. As part of the broader Ultra Caribbean Weekend, the event responds to growing interest in diasporic gatherings that balance cultural relevance with professional production.
