Bigger, safer experience for New Rules Festival

Alkaline's New Rules Festival is set to be a major event this summer, and organisers are promising a bigger, safer event.

At the official media launch on Wednesday on Constant Spring Road, organisers teased high-energy and big-name performers, though the full line-up remains under wraps. The energy was high, as media personnel, sponsors, and fans gathered for the launch. Industry insiders and select members of Alkaline's Vendetta fan base were in attendance, hoping for a surprise appearance from the artiste; but he never showed. Rickardo Shuzzr, Alkaline's publicist, spoke on the launch event while beaming with pride when THE WEEKEND STAR caught up with him.

"The media launch was an overwhelming success! I know patrons were eagerly anticipating the arrival of Alkaline, but the mystery will be revealed on show day. I was, however, truly delighted to witness brands, members of the media, the entertainment community, and passionate Vendetta fans come together to celebrate," he shared. As for what's coming next? Shuzzr continued to tease.

"Our expectations are soaring. With an incredible team and sponsors behind us, we're poised to deliver something truly remarkable," he said.

He also noted the intense behind-the-scenes preparation, saying the production is both "dynamic and meticulous" so that New Rules 2025 will be a show to never forget as safety and value for money are top priorities.

Fans are, however, curious about the switch from the Corporate Area to Trelawny, and Kereena Beckford, CEO and organiser of New Rules Festival provided clarity.

"Over the years, Kingston and St Andrew have hosted many major festivals. However, entertainment lovers from the western part of the island have often felt excluded. So, Alkaline and New Era Productions decided to move the show to the Trelawny Multipurpose Stadium this year to reach a broader fan base which coincidentally is both Alkaline and my mom's parish," she said.

Security and ample parking space have always been an issue when it comes to big events in Jamaica, however, Beckford has promised that this will not be an issue on show day.

"We are working closely with the local police department and other regulatory bodies to ensure smooth logistics for accessing the venue. The location offers ample parking, so patrons can be assured of adequate security." At the launch, one of the most visible supporters was Rum-Bar Rum. Tamika West, marketing manager of Worthy Park Estate, stated they are excited to be back on board for this venture.

"Rum-Bar has been a supporter of dancehall and Jamaican culture since 2007. We had a great experience working with Alkaline post-COVID, and the synergy between the brands is undeniable," West said.

Rum-Bar also announced a limited edition release of 36,000 New Rules Rum-Bar bottles in collaboration with Alkaline and New Rules Festival.