Music
June 25, 2026
Carla Hollingsworth, marketing manager at Hyundai Jamaica.
As Reggae Sumfest prepares to deliver another blockbuster staging, festivalgoers can expect more than just chart-topping performances and unforgettable moments on stage.
Hyundai Jamaica has promised to turn up the excitement at this year’s event with a larger-than-ever presence designed to immerse patrons in a blend of music, lifestyle, and modern luxury.
The automotive brand is set to roll out a festival activation that aims to become an attraction in its own right, offering patrons an interactive space where entertainment meets innovation.
At the centre of the experience will be the all-new Hyundai Palisade, showcased inside a stylish lounge concept inspired by contemporary hospitality and premium lifestyle experiences.
From eye-catching photo installations to interactive displays and road-trip themed giveaways, Hyundai’s festival footprint is expected to add another layer of excitement to the already high-energy atmosphere at Sumfest.
According to Carla Hollingsworth, marketing manager at Hyundai Jamaica, the company is focused on creating memorable experiences rather than simply displaying vehicles.
“Consumers today are looking for more than products. They are looking for experiences, community, and brands that connect with their lifestyles and aspirations. Reggae Sumfest provides a unique opportunity for us to engage Jamaicans through culture, entertainment, and shared experiences, while showcasing the innovation and design that define Hyundai.”
She added, “This year, we are creating spaces where people can interact with the brand differently. We want patrons to experience Hyundai beyond the traditional showroom setting and engage with us through moments that reflect the energy, creativity, and lifestyle that define modern Jamaica.”
The activation comes as anticipation continues to build for one of the festival’s most talked-about nights.
Set for July 18 at Plantation Cove in Priory, St Ann, the one-night event will bring together some of dancehall’s biggest names, led by Vybz Kartel and Mavado.
The star-studded line-up also features Jamal, Ayetian, Queen Ifrica, Harry Toddler, Shawn Storm, Marcy Chin and Young Wild Apache, promising a night packed with hit songs, nostalgia and high-energy performances