Davina Morris, The Voice Writer

Assassin will put a pure dancehall touch on Rototom Sunsplash. - Winston Sill/Freelance Photographer

I had the pleasure of travelling to Jamaica recently for the media launch of Italy's renowned reggae festival, Rototom Sunsplash.

With the annual event now in its 15th year, the organisers of the festival - which takes place from July 3 to 12 - marked the milestone by whisking a few journos off to Kingston to enjoy some pre-festival activities. Being greeted by rain when we touched down didn't dampen our spirits. In fact, even the lengthy process to get through airport customs didn't get us down. I actually found it quite amusing to get gently scolded by a customs officer who was most shocked when I told him I wasn't going to visit my (distant) relatives, while in the country. ("You nah go visit you people dem?" Too funny).

Thankfully, the week's stay wasn't all work. And even the work was fun, as it all took place on the grounds of the gorgeous Strawberry Hill Hotel, where we stayed.

The efficiently organised media conference not only provided us with the opportunity to scoff good food and plenty of bubbly. It, of course, enabled us to learn more about Rototom Sunsplash. One of the largest reggae festivals in Europe, Rototom Sunsplash combines music and engagement, good fun and opportunities to meet, discuss and reflect upon various issues. For 10 consecutive days, together with the great live acts, there is a full schedule of debates, films and documentaries, photo exhibitions, workshops on percussion, African dance, sessions of meditation, meetings on reggae music, and much more.

camp out

Last year, over 150,000 people attended the festival with most of them choosing to camp at the venue, either in camper vans or tents.

This year, the festival boasts an impressive line-up, with acts including Etana, Tarrus Riley, Jah Cure, Collie Buddz, Assassin, Pressure and Queen Ifrica all due to perform. In addition to live music, bars and restaurants are open all day and night to offer drinks and dishes from all over the world.

Etana belts out a tune at the Smile Jamaica One Love tribute concert to Bob Marley, held on Saturday, February 23, at James Bond Beach, Oracabessa, St Mary. - Nathaniel Stewart/Freelance Photographer

And in the open-air market, attendees will find records and handcrafted products from countless non-profit organisations which promote their activities, which are aimed at improving living standards around the world.

Following the media conference, we were treated to a mini-festival, with artistes including Etana, Alaine and Italian reggae star Alborosie all delivering great performances for the media who were in attendance from all over Europe and Jamaica. With many artistes at the conference, it was great to have the chance to grab them for a chat as they were milling around the event.

Having spotted renowned dancehall producer Don Corleone chilling in a corner I went and had a chat with him. Also in attendance was reggae legend Bob Andy (what a nice guy), who was taking in the good vibes. Reflecting on his career he told me that chasing fame wasn't his thing. "I'm not the type of guy who needs to be onstage or be in the limelight every time I step out my front door," he said. Some young artistes could learn from his humility!

busy mode

It was also great to bump into much respected promoter Sharon Burke, who (typically) was dashing around trying to organise a million things at once. Similarly, Steve Wilson - Sean Paul's road/tour manager - was in busy mode, introducing people to rising reggae band, Rootz Underground, who were in full networking effect.

With the media conference out the way, it was great to also get the chance to visit some of the island's hot spots. Having already climbed to the top of Dunn's River waterfall on two previous visits to Jamaica (and having lost one of my protective rubber shoes in the process of one of those climbs), I didn't fancy doing it again. So I was pleased that the organisers decided to give us another side to Jamaica, with trips to various museums, studios and - best of all - parties.

A visit to GeeJam studio was wonderfully restful, as the production facility also doubles up as a beautiful tropical retreat. A private three-acre property located in the foothills of the Blue Mountains, GeeJam boasts a host of staff who were on hand to lavish us with good food and wine while we (well, some of us) lazed around on the relaxing premises. Thanks to the staff for their hospitality.

Of course, we were also bombarded with all things Bob Marley, with even the stereo on our bus sounding like it had been programmed to play the late Marley's entire back-catalogue of tunes. (There were visits to the Bob Marley Museum, Nine Miles (his birth and resting place) and Tuff Gong Recording Studio, where Rita Marley even put in an appearance to greet us!

surreal

All visits were interesting and it was certainly surreal to stand in the spot where the reggae legend rests. But my personal highlight was going to the infamous Jamaican dance, Dutty Fridaze. It's one thing to watch DVDs of Jamaican dances; women flashing themselves whenever a camera passes by and groups of men showing off their perfectly choreographed routines. But it's something quite different to see, first hand, a man use a spray can to shoot fire into the air.

Wouldn't see that at Glastonbury, would ya?

Great trip. Great vibes. Roll on, Rototom Sunsplash!

For more information visit www.rototomsunsplash.com.