Jamaican entertainment is gearing up for one of the most highly anticipated cultural moments in modern dancehall history, and local entertainment brand Zimi Entertainment has locked in a central role in shaping the landmark occasion.
Zimi has entered an official partnership with Reggae Sumfest to produce the exclusive after-party for A Taste of Sumfest, the opening showcase headlined by two of dancehall’s most iconic and influential artists, Vybz Kartel and Mavado. Dubbed the Zimi Seh Brunch, this premium experiential event is scheduled to run from 3 p.m. to 10 p.m. on Sunday, July 19, in St Ann, serving as the grand closing celebration for a weekend that fans across the globe have already crowned as a historic moment for Jamaican music.
Frenzy around this year’s Reggae Sumfest has reached a fever pitch almost entirely because of the unprecedented joint appearance from Kartel and Mavado. The two genre-defining stars have not shared a stage together for more than 15 years, marking their upcoming performance as a long-awaited reunion that has sparked mass excitement among domestic fans and the far-flung Caribbean diaspora alike.
Reggae Sumfest leadership says the collaboration with Zimi Entertainment is an intuitive, natural alignment for the festival. “Zimi throws first-class events and consistently draws a young, energetic crowd. It’s critical to lift up creators who are moving Jamaican entertainment forward,” explained Joe Bogdanovich, CEO of DownSound Records Ltd. and a Reggae Sumfest director.
Since its launch, Zimi Seh Brunch has cemented itself as a staple on Jamaica’s annual entertainment roster, building a strong reputation for blending live music, authentic local cuisine, cutting-edge fashion, and core Caribbean culture into one elevated, premium lifestyle experience. The recurring event consistently draws a high-profile crowd, including social media influencers, local creatives, entertainment industry personalities, business executives, and international tourists visiting the island.
For Nicholas “Zimi Nick” Mahfood, founder and CEO of Zimi Entertainment, this partnership with Reggae Sumfest represents another major career milestone for his growing brand. “For years, we’ve intentionally built Zimi Entertainment to be a platform that encapsulates the raw energy of our culture, our music, our people, and one-of-a-kind experiences that stick with guests forever,” Mahfood shared. “To be tapped by Reggae Sumfest to curate the official after-party for this once-in-a-generation moment in dancehall is an enormous honor. Kartel and Mavado sharing a stage again isn’t just a music moment—it’s a cultural milestone for our entire community. We’re incredibly proud that Zimi Seh Brunch gets to be part of this story.”
Zimi’s leadership emphasizes that delivering high-end, thoughtful guest experiences remains at the core of the brand’s mission, especially for an event tied to such a culturally significant occasion. “Execution has always been what sets Zimi apart from other event producers. Guests don’t just show up to our events—they immerse themselves in them,” noted Pierre Beckford, Zimi’s sponsorship and execution manager. “For this Zimi Seh Brunch, we’re scaling everything up and bringing the intentional planning that a historic moment like this Sumfest reunion deserves.”
Momentum for the 2025 festival has been building steadily across international markets as well. On May 20, Reggae Sumfest held its official global launch party at Komodo in Miami, which drew hundreds of attendees from the Caribbean diaspora, international entertainment media, social media influencers, and top industry executives. The guest list included Vybz Kartel himself, alongside producer Gary Matalon, artist Ricky Platinum, and key stakeholders from both Reggae Sumfest and Zimi Entertainment.
Organizers confirmed that additional details about the Zimi Seh Brunch, including the exact venue location, new brand partnerships, and special planned experiences for guests, will be unveiled to the public in the coming weeks.