MONTEREY, CA (August 8, 2019) – The California Roots Music and Arts Festival in conjunction with Ineffable Music Group and Reggae Rise Up have today (Aug. 23) announced a new strategic partnership.
According to a press release, the new partnership between brands will create the largest reggae network and festival brand in North America by combining resources that have made each respective event in California (Cali Roots), Arizona (Arizona Roots Festival), Utah (Reggae Rise Up Utah), and Florida (Reggae Rise Up Florida), so successful.
Dan Sheehan, Cali Roots co-producer and Ineffable partner said: “It’s amazing to be able to partner with such a like-minded independent organization who has been pushing the roots, reggae, and festival culture in the States in similar ways. The stateside reggae community continues to grow by leaps and bounds and Cali Roots and Reggae Rise Up working strategically together will just increase the quality of every event for our fans, artists, and scene.” He added: “Cali Roots in 2019 had such a milestone ten year event, that we are excited to take that momentum and with the help of Reggae Rise Up take it to another level for the next decade and beyond.”
Thomas Cussins, President of Ineffable Music, a partner in California Roots Music Festival, added: “We’ve loved the work Vaughn and the team have been doing with Reggae Rise Up and can’t wait to begin working with them on continuing to expand reggae in the Americas. A rising tide lifts all boats and seeing the enormous growth of our respective festivals over the past years, it was a no brainer to partner up and work together.”
Reggae Rise Up founder and producer Vaughn Carrick said: “Both of our brands have been successful in making significant advances for the genre over the past decade while still maintaining independence within the music industry at large. While our festivals are in entirely different regions, there’s a common culture that surrounds and supports us. In partnering with Cali Roots, we know that our organizations will be positioned to continue on a path that we believe will lead to exponential growth. Our team envisions great things to come of this for everyone who is invested in some way in the domestic reggae scene. We’re excited to take things to the next level with the California Roots and Ineffable family.”
Over the course of the past decade, Cali Roots has become a leading reggae and roots music festival in the U.S. Taking place at the Monterey County Fair and Event Center in Monterey, California on the same stage that Jimi Hendrix once lit his guitar on fire, the 2020 edition of the festival is scheduled to take place May 22-24. The second Arizona Roots Festival is scheduled for February 22-23, 2020. Reggae Rise Up Florida, which takes place at beautiful waterfront Vinoy Park in the heart of downtown St. Pete, is scheduled for March 20-22, 2020, while the brand’s Utah festival, which takes place at River’s Edge Campground in Heber, Utah, just outside of Salt Lake City, kicks off today and runs through Aug. 25.