In an exclusive interview with World Music View, Umbrella Brunch chairman Okice Davis shares the story behind the event’s rise from a small idea in 2022 to a major force in Caribbean lifestyle entertainment. The next staging of Umbrella Brunch is set for May 24, 2025, in Miramar, Florida, during Memorial Weekend, headlined by none other than dancehall heavyweight Masicka whose collaboration with Shenseea and D Genius “Hit n Run” was the biggest dancehall release of 2024.
“Umbrella started with a group of friends trying to plan a weekend,” Davis recalls. “Everybody had ideas for what to call it, but I just kept coming back to ‘umbrella’—something that brought all our vibes together under one name.” What began as a niche, homegrown event quickly grew into a recognizable brand, attracting acts like Mavado, Rick Ross and now one of the genre’s most celebrated lyricists, Masicka.
Asked why Umbrella hasn’t leaned into reggae despite its roots, Davis keeps it real: “It’s about what the people want. Right now, dancehall is resonating globally in a way reggae isn’t at the moment.” He adds that Umbrella’s core audience, especially in Jamaica and the diaspora, responds more to high-energy, contemporary dancehall performances.
The Masicka connection wasn’t random. “I’m personally a fan,” Davis says. “We had him in mind from the beginning. When the opportunity aligned, it was all respect. We had the platform ready, and he was the perfect fit.”
He attributes the broader surge in dancehall’s U.S. momentum to Vybz Kartel. “Kartel kicked open the door,” Davis says. “Now artists like Masicka are reaping the benefits and building something even bigger.” He cites Masicka’s recent viral reception at Barclays Center as proof that the new generation of dancehall is entering a global spotlight.
After Florida, Umbrella Brunch returns to Jamaica on August 1 for Emancipation Weekend. Davis promises major announcements to come but emphasizes the brand’s essence: “It’s not just music. Umbrella is a full experience—food, poolside vibes, culture, and a working-class elegance. People come out and leave fulfilled.”
So, what’s his final word? “Spend the money. Come to Umbrella. You won’t be disappointed.”
