With two of Saturday night’s top performers – Busta Rhymes and Keyshia Cole – leaving at the last minute, Sashi Live organizers went into damage control mode, opted for honesty in informing patrons of the news, and on Sunday morning there was a flurry of press releases.
One of the announcements said there would be a free Sashi Beach Party with Tommy Lee for loyal festival-goers on Sunday. This offer, music festival organizers said, would be “valid for all patrons who present a wristband from any of the three previous Sashi events at the entrance to Plantation Cove.” Another statement carried the headline: “Sashi Live Triumphs Amid Challenges, Boosts Jamaican Tourism and Economy.”
Stating its commitment to “delivering world-class entertainment… showcasing Jamaican talent, boosting tourism and supporting the local economy” and highlighting its ability to “overcome unforeseen challenges to create a memorable experience for local and international attendees” , the Sashi Live team is ready for its staging in 2025.
“Yes… Sashi is available for next year,” said Kibwe McGann, strategist in charge of communications, The gleaner.
When asked whether the festival’s credibility will be questioned with the withdrawal of the two acts, McGann did not hesitate to respond.
“People will definitely question credibility. But a lot of people can see that in show business these things happen,” McGann said, adding that sometimes artists, for one reason or another, don’t show up to events.
He added: “And… people will also appreciate that Sashi kept his word and put on a great show. When we had a surprise act as big as Wyclef showed up… and he jumped into the crowd and connected with the audience and brought his iconic energy and star power to the stage.”
Organizers stated in a statement that despite the absence of international rapper Busta Rhymes and R&B singer Keyshia Cole, Sashi Live “exceeded expectations, showcasing a dynamic lineup of talent that electrified the audience and reinforced Jamaica’s status as a global musical powerhouse.” .
On the lineup were international stars Ne-Yo and Jadakiss, alongside dancehall legend Bounty Killer, Valiant, Skeng, Rajah Wild and 10 Tik, whose performances proved to be the panacea. Notably, too, following news of the no-show, some patrons had their tickets upgraded to VIP, courtesy of Sashi Live organizers.
“The success of the event, despite heavy rain that caused initial delays, highlighted the dedication of the organizers and the unwavering enthusiasm of music fans,” said the Sashi team.
McGann was also happy with the audience’s makeup. He highlighted that the hotel and Airb&b sector in Ocho Rios and surrounding areas had done great business and he and his team were awaiting the final figures from the Jamaica Tourist Board.
“It’s funny, a lot of the people on Saturday night weren’t necessarily foreign nationals…a lot of them were Jamaicans who don’t live here. A considerable number of people went home in search of Sashi…for the nostalgia,” McGann shared.
He highlighted that, with Monday being a holiday in the United States, Memorial Day, the promoters were intentional in choosing the date of the festival.
“Sashi Live is more than just a music festival; is a celebration of Jamaican culture and a testament to the resilience and creativity of our people. We are thrilled with the overwhelming response from local and international customers and are proud of the positive impact this event has had on our tourism industry and local economy,” said Horatio Hamilton, founder of Sashi Festival.
Sashi Live has generated employment opportunities for stagehands, vendors, security personnel and hospitality workers. The event, organizers said, also boosted local commerce, as food vendors, transporters and other service providers saw increased demand during the festival weekend.
Held over four days from May 23 to 26, Sashi Live was a mix of fashion shows, business conferences, a concert and a beach party. It was first staged in 1999, with a plethora of superstars and A-list celebrities flying to the island – some of them accompanied by their expensive, over-the-top vehicles – for an event that was generously sprinkled with magical stardust. Sashi was last performed in 2002.
yasmine.peru@gleanerjm.com
