Promoter George Crooks is gearing up for Beenie Man’s highly anticipated return to New York City with a major concert scheduled for May 24 at the UBS Arena. With the show set in a venue that seats up to 19,000 during hockey games, expectations are high—and Crooks is determined to deliver.
When asked by whether the ongoing debate around Beenie Man’s “King of the Dancehall” title is helping or hurting the show’s promotion, Crooks was diplomatic.
“I’m not sure—that’s up to the people to decide,” he told FACEVU YouTube channel.
What he is sure about, however, is what he would consider a successful turnout: “Anything over 10,000.”
With less than a month left before the show, thousands of tickets are still viable for the big ticket dancehall event with one of reggae’s most notable stars. Crooks professed that ticket sales are “pretty good… can’t complain,” but he’s not one to celebrate early. “I am never happy until the production is over.”
The event is backed by Ticketmaster for both ticket sales and digital promotion.
“The only thing we do through them is Ticketmaster, and we use their promotion platform… they’ve got all their databases and their email blogs and they do sales. They do a lot of digital advertising.”
Beyond digital tools, Crooks is investing in a broader media campaign.
“We have a lot of radio now and we have TV coming on stream and we have banners all over the place.”
For Crooks, who promoted Shaggy, Beres Hammond and Sean Paul in the same venue last February, the goal is not just numbers—it’s about honoring the legacy of a Jamaican music icon.
“Beenie Man is a legend. He deserves the best. So we’re going to give him the best—the best venue, the best promotion. Everything to make it work in his favor. Right?”
As debates swirl among fans about who truly holds the “King of Dancehall” crown—Beenie Man or Vybz Kartel—Crooks called for unity.
“I want everybody to come out and support the music. Let’s take the division out of it. It’s not about Vybz Kartel or Beenie Man. It’s about the music.”
Beenie Man’s return concert at UBS Arena stands as not only a personal milestone for the artist but a celebration of dancehall culture in one of the world’s biggest entertainment markets.
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