Montego Bay is on fire with anticipation as Jamaica’s second city braces for what Reggae Sumfest boss Joe Bogdanovich believes could be the biggest staging in the festival’s 30-plus-year history. And at the heart of it all? None other than Vybz Kartel.
Not since Shabba Ranks’ legendary helicopter entrance at Reggae Sunsplash in the early ’90s has a Jamaican deejay generated such frenzied anticipation. Kartel, now regarded as Jamaica’s biggest international superstar—second only to the legendary Bob Marley—is set to ignite the Sumfest stage. Kartel will be crowned Dancehall King by Spice after his performance on Friday night.
It’s not just the fans descending on MoBay. A wave of international media has already begun to pour in, chasing what many are calling a once-in-a-lifetime cultural moment.
Sumfest 2025 boasts a powerhouse lineup—R&B icon Toni Braxton, Ghanaian star Moliy, dancehall heavyweight Masicka, Tommy Lee Sparta, Skeng, Govana and reggae standard-bearers Protoje, Lila Iké, Tarrus Riley, and more. But it’s Kartel’s return after 13 years that has the streets talking and the cameras rolling.
When we spoke with Bogdanovich, the excitement was palpable.
“The energy surrounding Kartel’s return to Reggae Sumfest after 13 years is electric. It’s shaping up to be a historic night,” he said.
“He’s up there with some of the biggest names in hip-hop.”
Kartel’s global pull is undeniable—having sold out arenas in New York, Atlanta, Florida, New Jersey, London’s O2 Arena, and Amsterdam’s Ziggo Dome. He’s graced major stages like Germany’s Summer Jam and the Wireless Festival in London, where he performed alongside Drake, Popcaan, Spice, and Moliy.
“International media interest is at an all-time high, and the buzz on the ground in Montego Bay is unlike anything we’ve seen in years,” Bogdanovich added.
“It’s a perfect storm: the return of Vybz Kartel, a stellar lineup of reggae and dancehall icons, and a global audience hungry for authentic Jamaican music. It’s a once-in-a-lifetime experience. The world is watching—and they’re coming to Montego Bay.”
My own encounter with Kartel’s stardom came moments after touching down in Jamaica. The Reggae Sumfest press team issued guidelines—unprecedented in local festival history—on photographing a Jamaican artist.
About Kartel’s performance, the communication said:
“Our rights to photograph the performance (of Vybz Kartel) is limited to the first 11 minutes. All photography MUST cease after this point.”
The statement warned that any violation would result in revoked credentials and possible removal by security.
A similar directive followed regarding Toni Braxton:
“There can be no photo or video recordings during her performance.”
Clearly, both Kartel and Braxton are being accorded the type of A-list treatment usually reserved for Grammy red carpets or global stadium tours.
The buzz was equally felt last night at the Gregory Isaacs 75th Anniversary Tribute held at Kingston Night Market. The packed venue saw performances and cameos from veterans like Little John, Josey Wales, George Nooks, Bongo Herman, Lone Ranger, Lloyd Parks, Tristan Palmer, and British singer Terence Wallen (who channeled Isaacs’ spirit with eerie accuracy). Reggae Sumfest was on most people’s lips I spoke with.
Veteran tour manager and reggae historian Copeland Forbes, who was in attendance, confirmed he’ll be heading west for Reggae Sumfest, Festival Night 1.
“It’s beautiful to see the elders of reggae getting their flowers,” one patron noted—summarizing the uplifting tone of the evening. That celebratory spirit brought me back to a conversation I had with Bogdanovich backstage at Bounty Killer’s sold-out Barclays Center show in Brooklyn. I asked him if he still felt the same passion for reggae and dancehall that first brought him to Jamaica.
“I’m even more passionate and inspired today,” he shared.
“I’m on a mission. When I first came to Jamaica, I was drawn in by the raw energy of the music and the richness of the culture. Decades later, that energy hasn’t faded—it’s evolved. I’ve seen how reggae and dancehall shape lives, uplift communities, and inspire the world. Being part of that journey, and helping push the culture forward, is a privilege. I love this music, and I love this country. That’s what keeps me going.”
