Flames Productions Inc presents Rebel Salute 2010 press launch, held at the Hilton Kingston hotel, New Kingston, on Tuesday night, December 29. Here are the father and son team of Jimmy Riley (left) and Tarrus Riley. - Winston Sill

Close to the end of Tuesday's official launch of Pepsi Rebel Salute 2010, held at the Hilton Hotel in New Kingston, Flames Productions head Tony Rebel announced the full line-up for the event's 17th staging. He actually read the name of every single person who will perform on Saturday, January 16, at the Port Kaiser Sports Club in St Elizabeth, often having a comment or a snatch of song - or both - for each.

"There are voices out there. Voices that are representing that kind of vibe (he had earlier spoken about how people want solace and healing in the music) and we give thanks," Rebel said.

So he sang a bit of Rally Round the Flag in announcing Steel Pulse, crooned the opening line of Police and Thieves to name Junior Murvin and chanted a snatch of 'Inna Dis Ya Time' to herald The Itals. Sasco, not Assassin, will be performing, the same going for Marion Hall and not Lady Saw, much as Beenie Man delivered as Ras Moses at a previous Rebel Salute staging.

Rebel named two persons "who have to tell me they don't want to be on it", Tarrus Riley and Queen Ifrica, and chuckled as he said "you know the Lava Man I-Wayne, him different. Daddy U-Roy is someone he has listened to "from me a little boy" and he went on to list General Trees and Peter Metro, saying that these are deejays who did not make the society influence them, but "them influence society".

three-year title

Also on the line-up are Freddie McGregor, Gramps Morgan, Bugle, Singing Melody, Jah Mason, Richie Spice, Alaine, Leroy Gibbons, C Sharp, Hezron, Pinchers, Anthony Malvo, I-Octane and others.

"If you notice, me make sure call all the names," Rebel said, adding that while some of them may not be known how the festival provides a springboard. He noted that many people have said the first time they saw Tarrus Riley and Queen Ifrica perform was on a Rebel Salute DVD.

Tony Rebel also addressed a name that has not been in the festival's title before, as the 2010 staging marks the first year of a three-year title sponsorship deal with Pepsi. Rebel made it clear that "initially we say no meat, no alcohol. When me look, them really no have no alcohol in the thing."

"We give thanks for Pepsi," Rebel said, to applause.

And marketing manager for Pepsi-Cola Jamaica Ltd, Denise Dixon, naming "it does not have that ring" and "an unholy alliance" among the feedback that has been received.

"As with anything new there will be naysayers and detractors," she said. Dixon said Pepsi-Cola understands the Rebel Salute vision, to showcase the best of reggae and dancehall music and show the world that this is a place of excellent entertainment, good music and great vibes. She said it as "an alignment of two great brands, that's why it is Pepsi Rebel Salute 2010", adding that she hopes that the explanation puts all the doubts to rest.

Dixon also pointed out that on the night of the show Pepsi will show its full range of products, among them Tropicana juice and its Essential water brand.

Earlier, Robert Graham of Grizzly's, which will be providing sound, stage and light for Rebel Salute as it has done since 1996, had said "we welcome Pepsi. You could not have chosen a better event. This event is second to none o the event calendar throughout the year".

Bryan had also pointed out that Rebel Salute "has minimal import content".

And leading up to Pepsi Rebel Salute 2010, there will be an opportunity for entertainment hopefuls to deliver song at a series of roadshows across the island. The series starts at Sugarman's Beach, Portmore, this Saturday, stops in Sam Sharpe Square, MoBay, on January 8 and MX III, Negril, on the same day, concluding in Junction, St Elizabeth, on January 9.