Reggae Sumfest organizer Joe Bogdanovich has described this year’s staging of the festival as a “historic” event, celebrating the return of Magnum as title sponsor and the highly anticipated reunion of dancehall giants Vybz Kartel and Mavado on the Sumfest stage.
Speaking to World Music Views following the official sponsorship signing on Friday, June 5, 2026 at the Wray and Nephew Building in New Kingston, Bogdanovich expressed enthusiasm about Magnum’s renewed partnership with the festival, calling the collaboration a natural fit.
“What comes around goes around,” Bogdanovich said. “This year is a really tremendous year, an epic year with the two big, big artists, Vybz Kartel and Mavado, back at Sumfest, back at the Taste of Sumfest.”
The veteran festival promoter emphasized the significance of seeing the two dancehall stars share the spotlight again after nearly two decades, describing the moment as a celebration of their enduring influence on Jamaican music.
“This is a celebration some 18 years later, whatever it is, it’s a lot of years. And the whole world has changed. We’re in an AI world now. We’re in a rich world because these artists now are like major artists. They’re not fooling around, they’re not kids anymore. They’re very serious about their music, their songs have survived,” he said.
Bogdanovich believes the longevity and continued relevance of both artists make this year’s event especially meaningful.
“This particular production will be historic. See it at Sumfest,” he declared.
Beyond the star power of the lineup, Bogdanovich also promised fans a production that will push creative boundaries. According to him, innovation remains at the heart of the festival’s success.
“Every year we do it, every time we do something different in terms of our production, and this will be another mind blower,” he said. “We spend a lot of time raising the bar. That’s all we think about — how to compete with the best in the world.”
He added that the festival’s mission extends beyond entertainment, serving as a global showcase for Jamaica’s music and culture.
“For reggae and dancehall music from Jamaica, from the Rock, we’re like nobody else, as you know,” Bogdanovich stated.
Marketing Manager of Magnum Tonic Wine, Pavel Smith described the partnership as an extension of the brand’s longstanding commitment to dancehall culture.
“Magnum is a champion of dancehall,” Smith said. “Partnering with the Reggae Sumfest team to bring this event to consumers was a done deal. The synergy for us was pretty natural.”
Smith explained that the return of Kartel and Mavado to the same stage made the sponsorship even more significant.
“We know those two columns and how they held up dancehall back in the day. Having these two champions on the stage, Magnum had to be a part of that. We had to be the driving force behind presenting Reggae Sumfest this year, which is why you see Magnum as the title sponsor.”
Although Magnum has supported Reggae Sumfest for many years, Smith said the 2026 edition carries special cultural importance.
“This particular one, we had to be at the forefront because of what it represents for the culture and what it represents for dancehall.”
When asked about the legendary rivalry between Vybz Kartel and Mavado, Smith admitted he never chose a side.
“The Gully side did them, the Gaza did them,” he joked.
Instead, he said he appreciated the creativity and excitement the rivalry brought to the genre.
“The level of entertainment that it brought to dancehall music was incredible. Sometimes I go back and replay those mixes and listen to the songs going back and forth. That’s what dancehall is really about.”
Smith said fans should view the rivalry as part of the competitive spirit that fuels musical innovation.
“Music comes with banter. It comes with energy. People should enjoy the moment and appreciate the creativity of both artists.”
