2 weeks ago
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Sisqó is fired up to perform in Jamaica — and he made that clear during a virtual appearance at Wednesday night’s media launch for Live & Direc 2025. Joining host Ewan Simpson via Zoom, the R&B icon lit up when asked what it meant to perform on the island.
“It’s special. Everybody knows Jamaica is a musical powerhouse. The influence of Jamaican artistes has reached far and wide. I’ve had the chance to meet and work with some Jamaican legends,” he said.
And when asked what the audience can expect at Live & Direc 2025, Sisqó didn’t hold back: “You already know! We’re bringing the energy, the vocals, the choreography — the full experience. Whatever the people want, we’re giving it to them”.
If the buzz at The Jamaica Pegasus hotel was any indication, Live & Direc 2025 is shaping up to be one of the year’s most electrifying live-music experiences. Slated for Saturday, June 28, at the Constant Spring Golf Club, the event will be headlined by multi-award-winning singer-songwriter Brian McKnight and iconic R&B group Dru Hill, featuring Sisqó.
Organisers promise an elevated concert experience that bridges nostalgic soul with contemporary showmanship and a line-up that includes Jamaican talents Christopher Ellis and Joby Jay.
McKnight’s catalogue boasts iconic tracks like Back at One, Anytime, One Last Cry, and Love of My Life. Dru Hill, the Baltimore-based R&B group, rose to prominence in the late ‘90s with hits like In My Bed, Never Make a Promise, and How Deep Is Your Love. Featuring the frontman Sisqó, who later enjoyed solo success with his signature track Thong Song, the group is celebrated for its blend of soulful harmonies, tight choreography, and street-savvy style.
“This is not just a show — it’s a premium experience,” declared Bryan Grant, director of Live & Direct. “Our mission from day one has been to give Jamaicans the opportunity to witness world-class artistes that shaped their playlists and their lives. For far too long, fans have had to travel abroad to see these acts live. We’re changing that — right here, on Jamaican soil, with Jamaican production.”
In addressing concerns from last year’s event, Grant said, “This year’s event at Constant Spring golf course features multiple entrances and exits for easier access. To avoid traffic problems like last year, we’re providing shuttle services from various parking areas. These measures are designed to ensure a smooth and enjoyable experience for all attendees.”
He also shared that Jamaicans are excited to see McKnight, who has faced public backlash over his strained relationship with his biological children and ex-wife, Julie McKnight. Grant said that market research conducted for the event revealed strong fan demand for McKnight in Jamaica. “The deciding factor was musicianship, legacy, and fan demand,” Grant noted. “There has been no backlash here since the announcement because our culture is different. People don’t really react to those things the same way as in America.”
What began as a modest gathering with “about a dozen patrons, built on the simple idea of merging live music with a party atmosphere”, has evolved into a premier entertainment offering: blending the vibe of a party with the richness of live performance.
The 2025 edition continues that trajectory while aiming to raise the bar. Tickets, priced between $10,000 to more than $40,000, with multiple access tiers: general admission, VIP, and VVIP. There are also super cabanas. Seating will be available in VIP, VVIP, and super cabanas, and both VVIP and super cabanas are all-inclusive with exclusive bar access.
The concept of delivering an early, quality-driven experience remains central to the show’s format. Showtime is set for 8 p.m., with gates opening earlier for a relaxed warm-up. The performance window is tightly structured, ending around midnight, followed by an optional after-party for those with staying power. “From early, it’s pure quality,” Grant emphasised.
Following last year’s successful staging with Boyz II Men, Grant said this year’s line-up reinforces the brand’s purpose: “To provide opportunities for Jamaicans to experience artistes they’ve always wanted to see live. If we, as promoters, don’t make it happen, the chance might never come. Even for those who travel, it’s a whole different vibe seeing those artistes perform right here at home.
“There are artistes we’ve loved since way back, but many people have never had the chance to see them live. So that’s where we step in — to bring those moments to life for the fans,” he said.
Grant declined to reveal booking fees but said the investment was well worth it. “It’s an investment we’re proud to make.” With a target demographic of ages 25 and up, the event appeals to both long-time fans and a younger generation rediscovering the soulful sounds of the ‘90s and early 2000s.
Martin Lewis, production manager, spoke passionately about the venue’s revival: Constant Spring Golf Club — once a bustling pre-COVID cultural hub — is poised for a renaissance. Lewis called this return a “celebration of both the past and the future”. He underscored the team’s dedication to a smooth, high-quality experience for both patrons and performers.
The night concluded with a teaser performance from rising reggae-soul artiste Joby Jay, who gave a stirring preview of what’s to come on the main stage. Her renditions of Real Love and Last Time from her EP Love Levels captivated the room and brought the event to a soulful, resonant close.
English (US) ·