A document outlining how you can become a part of a global Reggae Event

1. July
1,
2011+2012
Brand
Jamaica
Soundtrack

2. Reggae
is…
The
soundtrack
for
BrandJamaica.
Reggae
is
the
music
the
world
hears
when
they
think
of
Jamaica
in
any
area
of
achievement

3. Reggae:
the
BrandJamaica
Soundtrack
Sports
Track
and
Field
Bob
Sledding
Boxing
Football

4. Reggae:
the
BrandJamaica
Soundtrack
Visual
Arts
|
Cuisine
Film
Jerk
Coffee
Rum
PaHy

5. Reggae:
the
BrandJamaica
Soundtrack
Science
+
Philosophy
Rastafari
Marcus
Garvey
Jaipur
Knee
Jamaican
Red
Pole
Cow

6. Reggae:
the
BrandJamaica
Soundtrack
Beauty
DesNnaNon
Tourism
Beauty
Queens

7. What
is
Reggae
Day?
24
hour
Global
Media
FesNval
anchored
in
Jamaica
celebraNng
the
best
of
Jamaica’s
music
and
crea3vity
Jamaica’s
global
influence

8. What
is
Reggae
Day?
ACTIVITIES
INCLUDE:
 24
HOUR
GLOBAL
MEDIA
FESTIVAL
VIRTUAL
REGGAE
PARTY
|
YOU
TUBE
EVENT
 JAMAICAN
EVENTS
LIVE
CONCERT
FESTIVAL
|
UNIVERSITY
FORUM
|
REGGAE
TREE
PLANTING
 OVERSEAS
EVENTS
UK
LIFESTYLE
EVENT
+
PHOTOGRAPHY
EXHIBIT
 EVENT
LICENSES
CARIBBEAN
|
EUROPE
|
AFRICA
|
ASIA
|
NORTH
AMERICA
|
LATIN
AMERICA
|
AUSTRALIA

9. What
is
Reggae
Day?
It
is
the
first
ever
calendar
event
to
be
officially
proclaimed
and
dedicated
to
REGGAE
MUSIC
July
1
date
was
established
in
1994
and
proclaimed
in
2000
by
Jamaica's
Governor
General
Sir
Howard
Cooke

10. What
is
Reggae
Day?
Interna3onal
Reggae
Day
is
17
years
old
this
year

11. What
is
Reggae
Day?
IRD
has
been
celebrated
interna3onally,
with
live
concert
events
in
countries
such
as
New
Zealand
Kenya
USA
This
year’s
live
event
will
be
the
11th
ProducNon

12. What
is
Reggae
Day?
IRD
has
had
the
support
of
many
of
Jamaica's
top
ar3stes
and
performers
who
promote
the
brand
during
their
interna3onal
tours
and
do
media
interviews
including:
Toots
&
the
Maytals
live
in
France
Luciano
live
in
Italy
Sly
&
Robbie
|
Kymani
Marley
internaNonal
media
interviews

13. The
IRD
Brand…
Has
an
interna3onally
celebrated
date:
July
1

14. The
IRD
Brand…
 Is
an
Interna3onally
recognized
calendar
media
event
 Has
had
Interna3onal
Media
par3cipa3on
including
BBC,
VH1,
Billboard
Magazine

15. IRD
1994-­‐2010…
Timeline

16. IRD
1994-­‐2010…
Past
Sponsors

18. REGGAE
Demographics
Interna3onal
Reggae
Community
AFRICA
ASIA
AUSTRALASIA
&
PACIFIC
CARIBBEAN
CENTRAL
AMERICA
EUROPE
&
RUSSIA
MIDDLE
EAST
NORTH
AMERICA
SOUTH
AMERICA

19. REGGAE
Demographics
Top
Reggae
Markets
 Brazil
 Sweden
 Japan
 Norway
 Germany
 Ghana
 France
 Kenya
 US
 Tanzania
 Canada
 Australia
 UK
 New
Zealand
 Italy
 Costa
Rica
 Netherlands
 Trinidad
&
Tobago
 Switzerland
 Bahamas
 Belgium
 Barbados
 Portugal
 St.
Lucia
 Spain
 Venezuela
 Indonesia
 Costa
Rica

20. REGGAE
Demographics
US
Reggae
Community
15%
Male
16%
Female
15%
White
21%
Non
white
25%
Pre
Boomers
|
Baby
Boomers
40%
Genera3on
X
|
Net
Genera3on
35%
High
School
to
College
Educated
14-­‐19%
Na3onwide
14%
Married
21%
Singles
18%
Income
over
$50,000
23%
Art
Supporters
17%
Urban
dwellers
SOURCE:
NATIONAL
ENDOWMENT
OF
THE
ARTS

21. REGGAE
Demographics
Interna3onal
Reggae
Community
Entertainment
Fraternity
College
Educated
Baby
Boomers
to
Net
Genera3on
Upwardly
Mobile
Surfers
|
Skateboarders
|
Extreme
Sports
Community
World
Travelers
Environmentalists
Music
Lovers

22. The
IRD
Brand…
Is
well
respected
by
 Jamaican
Ar3stes-­‐Musicians-­‐Producers
 Interna3onal
Reggae
Fraternity
 Reggae
Musicians
worldwide

23. The
IRD
Brand…
MEDIA
RELEASES
CompilaNon
Albums
in
2001
|
2003
|
2006
including
live
performances
and
2
original
tracks
exclusively
produced
for
IRD
EP
in
2005
and
CommemoraNve
Remix
in
2008
Culture
Live
–
Unplugged
IRD
2003
performance

24. The
IRD
Brand…
Has
a
fully
opera3onal
website
with
a
substan3al
database
of
Historical
Content
Music
Intellectual
Discourse
on
Jamaican
Music
and
Global
Reggae
Culture

25. The
IRD
Brand…
HAS
AVAILABLE
MERCHANDISE
STREAMS:
 APPAREL
&
ACCESSORIES
LEISURE
WEAR
|
T-­‐SHIRTS
|
HEADGEAR
|
ACCESSORIES
 CONTENT
COMPILATION
CDS
|
DOWNLOADS
|
RINGTONES
|
CONCERT
DVDS
|
BROADCASTS
FEATURES
 PUBLICATIONS
E-­‐ZINE
|
MAGAZINES
COLLECTORS
BOOKS
|
AUDIO
BOOKS
|
E-­‐
BOOKS
|
POSTERS
 DIGITAL
APPS
JAMAICAN
MUSIC
DIRECTORY
|
JAMAICAN
MUSIC
COUNTDOWN
|
GLOBAL
REGGAE
MAP

26. BrandTags:
IRD
2011…
PosiNoning
Statements:
#1:
ILOVEJA
#2:
Reggae
to
the
World
#3:
Reggae
Bring
Back
Love
And
Unity
#4:
Plant
a
Reggae
Tree

27. July
1,
2011+2012
Brand
Jamaica
Soundtrack

28. Goals:IRD
2011+2012
 Establish
two
year
brand
partnerships
with
brand
leaders:
 To
produce
a
network
of
lifestyle
events
in
Jamaica
and
the
UK
 To
boost
+
capitalize
on
Jamaica’s
appeal
during
the
London
Olympics
in
2012

29. Goals:
IRD
2011+2012
Events
JULY
1
to
showcase
the
best
of
Reggae
NOW
and
the
Next
Genera3on
JAMAICA
Concert
Fes3val
University
of
the
West
Indies
Forum
(Mona
Campus)
UK
Lifestyle
Launch
Event

30. Goals:
IRD
2011+2012
Event
Components
JULY
1
CONCERT
FESTIVAL
IN
KINGSTON
 LIVE
BROADCAST-­‐WEBCAST
FROM
HOPE
GARDENS
 REGGAE
TREE
PLANTING
 TIGHTLY
SCRIPTED
SHOW
(vis
BET/MTV
AWARDS)
 STREAMING
 SENSORY
LIFESTYLE
FESTIVAL
EXPERIENCE
FEATURING:
 UNPRECEDENTED
ARTISTE
COLLABORATIONS
 REGGAE
ICONS
+
EXCITING
NEW
TALENT
 HIGH
QUALITY
DIGITAL
VISUALS
 AWARD
TRIBUTES
 SOUND
SYSTEMS
 CREATIVE
INDUSTRIES
–
CUISINE|ART|FILM|DANCE
 MERCHANDISING

31. Goals:
IRD
2011+2012
Event
Components
JULY
1
FORUM
@
UNIVERSITY
OF
THE
WEST
INDIES
PERFORMANCE
PRESENTATION
|
AWARD
EXHIBIT
|
SCREENING
Partner
Opportuni3es:
WEBCAST
COLLECTORS
MAGAZINE
MERCHANDISING

32. Goals:
IRD
2011+2012
Event
Components
JULY
1
UK
LIFESTYLE
LAUNCH
EVENT
@
HERITAGE
INN
 LONDON
REGGAE
LIFESTYLE
PARTY
 500
VIP
GUESTS
–
MEDIA|UK
REGGAE
FRATERNITY|EU
REGGAE
VIPS
|
BRANDS
 CREATIVE
INDUSTRIES
–
MUSIC
|
CUISINE
|
FASHION|
ART
|
 SPECIAL
PERFORMANCES
–
MAXI
PRIEST
|
JC
LODGE
|
JANET
KAYE
 TRIBUTES
–
IRD
AWARDEES
 REGGAE
CONFERENCE
–
STATE
OF
REGGAE
IN
THE
UK
 REGGAE
TREE
PLANTING

33. Goals:
IRD
2011+2012
Awards
 IRD
AMBASSADOR
AWARD
TRIBUTE
TO
DENNIS
BROWN
 IRD
LIVING
LEGEND
AWARD
BURNING
SPEAR
 IRD
AMBASSADOR
AWARD
TRIBUTE
TO
GREGORY
ISSACS

34. Goals:
IRD
2011…
Social
Media
Networks

35. Goals:
IRD
2011…
Reggae
Ambassador
App
Launch
Reggae
Ambassador
IRD
mobile
app
and
the
“Honorary
Yaardie”
social
media
movement
on
the
facebook
+
twiHer
plamorms

36. Goals:
IRD
2011…
24
Hour
World
DominaNon
To
grow
the
24
hour
worldwide
media
fesNval
experience
where
Reggae
music
is
broadcast
on
RADIO,
TV
and
via
the
INTERNET
by
parNcipaNng
media
houses
and
fans

37. Goals:
IRD
2011…
I
LOVE
JA
To
promote
I
LOVE
JA
as
a
theme
to
counter
the
ongoing
stream
of
negaNve
media
focus
on
Jamaica,
its
arNstes
and
the
music

38. Goals:
IRD
2011…
Charity
Focus
 To
foster
the
music
via
contribu3on
to
a
music
scholarship
fund
at
Edna
Manley
College
for
the
Visual
and
Performing
Arts
in
Jamaica
(part
proceeds
of
the
live
events)
 To
advance
the
humanitarian
ideals
of
Reggae
by
crea3ng
a
mobile
app
that
can
connect
Reggae
music
lovers
worldwide
via
social
media
networks
to
enable
person
to
person
charitable
contribuNons

39. Goals:
IRD
2011…
Going
Forward
 GENERATE
CONTENT
 Produce
virtual
media
events
for
Global
Audience
of
100
million
people
 Launch
IRD
Label

40. STRATEGIC
JAMAICAN
MEDIA
SPONSORS

41. IRD
2011
JAMAICAN
LIFESTYLE
PARTIES
SENSORY EXPERIENCE | INTERNATIONAL MEDIA | KINGSTON STREAM | SOCIAL MEDIA EVENT
MEDIA HOSTED PRE/AFTER PARTIES | SOCIAL MEDIA EVENT
FICTION DEVON HOUSE! QUAD! RED BONES CAFE!

42. EventLicense:
IRD
2011+2012
EVENT
LICENSES
 SENSORY
LIFESTYLE
PARTY
SERIES
 MUSIC
|
CUISINE
|
FILM
|
FASHION
|
ART
|
DANCE
|
SPORTS
EVENT
LICENSE
TARGETS
 STRATEGIC
VENUES
|
MEDIA
PARTNERS
|
LIFESTYLE
BRANDS
|
DIPLOMATIC
COMMUNITY
|
PROMOTERS
LICENSE
ENTITLEMENTS
 BRAND
USE
RIGHTS
|
GRAPHIC
ARTWORK
|
DISCOUNTED
ARTISTE
FEES
|
SOCIAL
MEDIA
PROMOTIONS

43. IRD
2011
TRAVELLING
REGGAE
AMBASSADORS
VIDEO
DROPS
|
INTERVIEWS
|
JULY
1
YOU
TUBE
PERFORMANCE
Toots
&
the
Maytals
Tarrus
Riley
Queen
Ifrika
Rootz
Underground
Anthony
B
Shaggy
Third
World
Jimmy
Cliff
Richie
Spice
Duane
Stephenson
Cherine
Anderson
Tony
Rebel
Damian
Marley

44. IRD
2011
CELEBRITY
ENDORSEMENTS
VIDEO
DROPS
|
CAMEOS
Usain
Bolt
|
Asafa
Powell
|
Rihanna
|
Beyonce
|
NeYo
Busta
Rhymes
|
Missy
Elliot
|
Nicky
Minaj
|
No
Doubt
|
Black
Eyed
Peas…

45. IRD
2011
STRATEGIC
OVERSEAS
MEDIA
TARGETS

46. STRATEGIC
OVERSEAS
PROGRAMME
TARGETS
OPRAH
E!
DAILY
THE
VIEW
ELLEN
SHOW
BET
106
&
PARK
LOPEZ
TONIGHT
MONIQUE
SHOW
CNN
ANDERSON
COOPER
GOOD
MORNING
AMERICA
BBC
RADIO
6
MUSIC
HEART
106
LONDON
STEVE
HARVEY
RADIO
SIRIUS
SATELLITE
RADIO

47. IRD
2011
GLOBAL
BRAND
TARGETS

48. IRD
OLYMPIC
ALBUM
Worldwide
Release
July
1,
2012
DIVERSE
ARTISTE
COLLECTIVE
STRATEGIC
COLLABORATIONS
SONGWRITING
TEAM
BONUS
TRACKS
IRD
WORLD
TOUR
TELEVISION
SPECIAL
MUSIC
VIDEOS
MERCHANDISE
Producers
include
Sly
&
Robbie
|
Handel
Tucker

49. IRD
2011
BRAND
PACKAGES
DIAMOND
AMBASSADOR
–
PRESENTING
RIGHTS
–
U$100,000
|
J$8,500,000
-­‐
1x
PARTNERS FOR
In
order
to
ensure
conNnuity
for
the
FesNval,
organizers
and
the
sponsors,
a
two-­‐year
inflaNon-­‐linked
sponsorship
is
envisaged.
The
following
benefits
are
offered
to
ONE
Diamond
Ambassador
sponsor:
IRD 2011 HAVE
•
PresenNng
rights
to
the
FesNval
ie
“IRD
FesNval
sponsored
by
YOUR
NAME”
1ST OPTION ON •
Branding
on
IRD
StaNonary
&
CommunicaNon:
LeHerheads,
Email
NewsleHers,
Brochures,
Flyers,
Posters,
IRD 2012 InvitaNons,
Press
Kits
etc.
•
Exclusive
logo
on
the
front
cover
of
the
FesNval
Magazine
•
Logo
placement
on
IRD
Award
Profiles
in
FesNval
Magazine
•
AdverNsement
in
FesNval
Magazine
•
Logo
placement
on
IRD
Award
Video
Profiles
•
Prominent
Brand
MenNon
throughout
all
IRD
Pre-­‐Party
promoNons
as
well
as
Forum
and
Concert
FesNval
events
•
Brand
Acknowledgement
in
All
Press
Release
to
local
and
internaNonal
media
•
Primary
placement
of
Branding
at
all
IRD
pre-­‐parNes,
events
and
Concert
FesNval
•
Primary
placement
of
15-­‐second
AdverNsement
on
Concert
FesNval
screen
•
One
20x20
booth
at
Concert
FesNval
•
One
10x10
booth
at
the
IRD
Lifestyle
Party
•
Product
Giveaway
OpportuniNes
during
pre-­‐event
promoNons
and
at
Concert
FesNval
through
compeNNons
and
IRD
database
•
Ticket
Package
–
20
VIP
Passes
|
40
Concert
FesNval
Tickets
•
Brand
AdverNsement
on
IRDTV
for
one
(1)
year
–
up
to
15
seconds
•
Brand
Endorsement
to
be
aired
on
IRDTV
–
10
seconds
•
Logo
on
IRD
FesNval
Website
and
links
on
home
page
•
Logo
placement
on
IRD
Hall
of
Fame
page
on
FesNval
Website
•
Branded
IRD
Avatar
for
your
online
promoNons
•
First
Choice
of:
1.
AdverNsement
posiNon
in
the
FesNval
Magazine
2.
Branded
Merchandise
for
sale
to
IRD
database
3.
Logo
placement
and/or
product
feature
on
IRD
2012
Album
4.
Placement
in
internaNonal
Media
AdverNsing
Campaign
5.
ParNcipaNon
as
a
partner
in
IRD
UK
event

50. IRD
2011
BRAND
PACKAGES
GOLD
AMBASSADOR
–
U$70,000
|
J$5,950,000
-­‐
1x
PARTNERS FOR The
following
benefits
are
offered
to
ONE
Gold
Ambassador
sponsor:
IRD 2011 HAVE •
Pre-­‐Event
Branding
Rights
•
Branding
on
IRD
StaNonary
&
CommunicaNon:
LeHerheads,
Email
NewsleHers,
Brochures,
Flyers,
1ST OPTION ON Posters,
InvitaNons,
Press
Kits
etc.
IRD 2012 •
Exclusive
logo
on
the
front
cover
of
the
FesNval
Magazine
•
Logo
placement
on
IRD
Award
Profiles
in
FesNval
Magazine
•
AdverNsement
in
FesNval
Magazine
•
Logo
placement
on
IRD
Award
Video
Profiles
•
Plenary
Brand
MenNon
throughout
all
IRD
Pre-­‐Party
promoNons
as
well
as
Forum
and
Concert
FesNval
events
•
Plenary
Placement
of
Branding
at
all
IRD
pre-­‐parNes,
events
and
Concert
FesNval
•
Secondary
placement
of
15-­‐second
AdverNsement
on
Concert
FesNval
screen
•
One
20x20
booth
at
Concert
FesNval
•
One
10x10
booth
at
the
IRD
Lifestyle
Party
•
Product
Giveaway
OpportuniNes
during
pre-­‐event
promoNons
and
at
Concert
FesNval
through
compeNNons
and
IRD
database
•
Ticket
Package
–
15
VIP
Passes
|
30
Concert
FesNval
Tickets
•
Brand
Acknowledgement
in
All
Press
Release
to
local
and
internaNonal
media
•
Brand
AdverNsement
on
IRDTV
for
six
(6)
months
–
10
seconds
•
Brand
Endorsement
to
be
aired
on
IRDTV
–
10
seconds
•
Branded
IRD
Avatar
for
your
online
promoNons
•
Logo
on
IRD
FesNval
Website
and
links
on
home
page
•
Logo
placement
on
IRD
Hall
of
Fame
page
on
FesNval
Website
• Second
Choice
of:
1.
AdverNsement
posiNon
in
the
FesNval
Magazine
2.
Branded
Merchandise
for
sale
to
IRD
database
3.
Logo
placement
and/or
product
feature
on
IRD
2012
Album
4.
Placement
in
internaNonal
Media
AdverNsing
Campaign
5.
ParNcipaNon
as
a
partner
in
IRD
UK
event

51. IRD
2011
BRAND
PACKAGES
RED
AMBASSADOR
–
U$50,000
|
J$4,250,000
-­‐
2x
PARTNERS FOR The
following
benefits
are
offered
to
TWO
Red
Ambassador
sponsors:
IRD 2011 HAVE •
Branding
on
IRD
StaNonary
&
CommunicaNon:
LeHerheads,
Email
NewsleHers,
Brochures,
Flyers,
Posters,
InvitaNons,
Press
Kits
etc.
1ST OPTION ON •
AdverNsement
in
FesNval
Magazine
IRD 2012 •
Plenary
Placement
of
Branding
at
all
IRD
pre-­‐parNes,
events
and
Concert
FesNval
•
Plenary
Brand
MenNon
throughout
all
IRD
Pre-­‐Party
promoNons
|
Forum
|
Concert
FesNval
events
•
Secondary
placement
of
15-­‐second
AdverNsement
on
Concert
FesNval
screen
•
One
10x10
booth
at
Concert
FesNval
•
Product
Giveaway
OpportuniNes
during
pre-­‐event
promoNons
and
at
Concert
FesNval
through
compeNNons
and
IRD
database
•
Ticket
Package
–
10
VIP
Passes
|
10
Concert
FesNval
Tickets
•
Brand
Acknowledgement
in
All
Press
Release
to
local
and
internaNonal
media
•
Brand
AdverNsement
on
IRDTV
for
three
(3)
months
–
10
seconds
•
Branded
IRD
Avatar
for
your
online
promoNons
•
Logo
on
IRD
FesNval
Website
and
links
on
home
page
•
Third
Choice
of:
1.
AdverNsement
posiNon
in
the
FesNval
Magazine
2.
Branded
Merchandise
for
sale
to
IRD
database
3.
Logo
placement
and/or
product
feature
on
IRD
2012
Album
4.
Placement
in
internaNonal
Media
AdverNsing
Campaign
5.
ParNcipaNon
as
a
partner
in
IRD
UK
event

52. IRD
2011
BRAND
PACKAGES
GREEN
AMBASSADOR
–
U$35,000
|
J$2,975,000
-­‐
2x
PARTNERS FOR The
following
benefits
are
offered
to
TWO
Green
Ambassador
sponsors:
IRD 2011 HAVE •
Branding
on
IRD
StaNonary
&
CommunicaNon:
LeHerheads,
Email
NewsleHers,
Brochures,
Flyers,
Posters,
InvitaNons,
Press
Kits
etc.
1ST OPTION ON •
AdverNsement
in
FesNval
Magazine
IRD 2012 •
Plenary
Placement
of
Branding
at
all
IRD
pre-­‐parNes,
events
and
Concert
FesNval
•
Plenary
Brand
MenNon
throughout
all
IRD
Pre-­‐Party
promoNons
|
Forum
|
Concert
FesNval
events
•
Secondary
placement
of
10-­‐second
AdverNsement
on
Concert
FesNval
screen
•
One
10x10
booth
at
Concert
FesNval
•
Product
Giveaway
OpportuniNes
during
pre-­‐event
promoNons
and
at
Concert
FesNval
through
compeNNons
and
IRD
database
•
Ticket
Package
–
10
VIP
Passes
|
10
Concert
FesNval
Tickets
•
Brand
Acknowledgement
in
All
Press
Release
to
local
and
internaNonal
media
•
Brand
AdverNsement
on
IRDTV
for
three
(3)
months
–
10
seconds
•
Branded
IRD
Avatar
for
your
online
promoNons
•
Logo
on
IRD
FesNval
Website
and
links
on
home
page
•
Fourth
Choice
of:
1.
AdverNsement
posiNon
in
the
FesNval
Magazine
2.
Branded
Merchandise
for
sale
to
IRD
database
3.
Logo
placement
and/or
product
feature
on
IRD
2012
Album
4.
Placement
in
internaNonal
Media
AdverNsing
Campaign
5.
ParNcipaNon
as
a
partner
in
IRD
UK
event

53. IRD
2011
BRAND
PACKAGES
PARTNERS FOR
IRD 2011 HAVE
1ST OPTION ON
IRD 2012