Last year, the Reggae Academy Awards attracted varying celebrities such as Zahra Redwood (Miss Jamaica Universe 2007) and artiste Mey Vidal (right). - Colin Hamilton/Freelance Photographer

The Recording Industry Association of Jamaica (RIAJam) is hoping for a summer staging of the Reggae Academy Awards this year.

The first staging of the show, which was of world-class quality, was held on February 24, 2008, as part of the Reggae Month celebration.

However, it will not be held this year as part of Reggae Month.

"It's on, but maybe during the summer because we are restructuring. We are a bit late and it will take a lot to get sponsorship, especially with the changes in the economy," said Frankie Campbell, acting chairman of RIAJam.

Former chairman, who held the post for five years until last year, Cleveland Browne, said more sponsorship would be needed to stage the event in February.

"Sponsorship is necessary to put on a world-class event to be marketed as a television show. From the gate receipts, it is impossible to make any profit," Browne told The Sunday Gleaner.

Annual event

He said when the Reggae Academy Awards started, the association wanted it to be an annual event. However, he said it was not a rule that it should be held as part of Reggae Month in February.

"We cannot compromise the show for the sake of it falling in Reggae Month. We don't have the funds and even if we had all the funds today, we still could not have it ready," said Browne, who is currently a member of the board for the RIAJam.

"But we definitely need corporate Jamaica to get involved. We are aggressively seeking sponsors at this time."

Opportunity for sponsors

Browne said it would be an excellent opportunity for sponsors because the event is not being staged only for the Jamaican audience.

Although there is a change in the date, and a possible change of venue, Campbell said there will not be any other radical changes.

He said the categories are the same, but there will be some different performers. In addition, the nominees might be announced in a couple of months.

But the main thing that will remain the same is the RIAJam's commitment to clean, quality music.

"Payola seems to be the order of the day, but the Reggae Academy Awards is about quality as it is not a popularity award show. The members of the academy are better able to identify quality, than the public. As such, we can tell if a song is good technically or if the artiste is singing off-key," Browne told The Sunday Gleaner.

He said the RIAJam is firm in its stance against violent music.

"Some people did not understand and they thought we were giving them a fight. We are not against any artiste. If they do a song that is uplifting, they will be nominated," Browne said.

"We are selling a TV programme to the world. Some of the words (in songs) are not to be taken seriously. We use symbolism, poetic language and metaphors, but we have to make sure that the world does not misconstrue, and lyrics of songs do not impact youth negatively in their formative years."

Musician Frankie Campbell, acting chairman of RIAJam, says the show will need a lot of sponsorship to make it a reality this year. - Colin Hamilton/Freelance Photographer