A Jamaican music event, Soul Sundays, has dramatically exceeded its creators’ expectations, evolving from a local liquor store promotion into a nationally celebrated phenomenon with international aspirations. Conceived by promoter Shane Buchanan and his brother as part of a weekend trilogy—alongside 90s Dancehall Fridays and a Saturday night experience—the Sunday concept was intentionally designed to be a soulful affair.
The event’s trajectory has been described as ‘mind-blowing’ by its founders, with its growth accelerating significantly towards a pivotal 2026 expansion. A major turning point arrived with the acquisition of premium sponsorships from Appleton Estate, as title sponsor, and Campari. Buchanan emphasizes that such high-profile partnerships serve as powerful endorsements, attracting discerning patrons who associate quality brands with exceptional experiences.
These strategic alliances provide substantial financial backing, enabling the organizers to enhance production value and craft increasingly memorable experiences. Buchanan confidently asserts that Soul Sundays now stands as Jamaica’s premier soul music event, crediting the sponsors for significantly elevating its prestige.
Soul Sundays has carved a unique niche by attracting mature audiences and couples seeking authentic soul music that once dominated Jamaica’s nightlife. The event serves as a sanctuary for those who appreciate classic sounds, effectively reviving a nostalgic vibe that has become scarce in contemporary nightlife.
The recent Valentine’s edition exemplified this atmosphere, featuring fireworks, rose distributions to female attendees, and an emphasis on celebrating love. Mark Telfer of J Wray & Nephew Limited explained that Appleton Estate’s title sponsorship and Campari’s involvement perfectly aligned with enhancing the event’s passion element, coinciding with Campari’s ‘Win Your Passion Moment’ campaign.
The experience seamlessly blends generations through its musical programming, with two DJs strategically catering to both seasoned enthusiasts and younger patrons discovering classics for the first time. This creates an energetic yet soulful environment characterized by passion and nostalgia.
With growth surpassing all expectations, the brand is now preparing for both local venue changes and international expansion. Buchanan proudly announced plans for Soul Sundays to launch in the United States by 2026, accompanied by bookings of both local and international entertainers to further elevate the entertainment package. From its Portmore origins to the global stage, 2026 is poised to become the event’s most transformative year yet, fundamentally reshaping Jamaica’s Sunday night culture.