Sat | Sep 23, 2017

EDX Returns to North Coast

Published:Monday | May 23, 2016 | 5:00 AMCurtis Campbell
Patrons feeling the vibe at an EDX party.

EDX organisers are gearing up to host Appleton Estate's EDX on July 2. The event will be staged at Grizzly's Plantation Cove in Richmond, St Ann, and is expected to pull thousands of patrons.

The annual drink-inclusive electronic dance music (EDM) event is now celebrating its fourth staging and, according to the organisers, the event is expected to pull at least 4,000 patrons.

"The event will be broken into two segments - a Beach Soca Fusion party from 10 a.m. to 6 p.m., and a night EDM concert from 10 p.m. to 6 a.m.

"The 'X' in the name EDX is representative of the fact that the first party begins at 10 a.m., and the second begins at 10 p.m. - the roman numeral for 10 being represented in the name. This also helps to emphasise the doubling of the experience by now including a beach party in the day for twice the fun," said organisers in a release to media.

EDX will also boast an impressive line-up, which includes several international EDM DJs and recording artistes, including Alison Hinds, Bad Royal Gazzo and Tofte. Local acts DJ Richie Ras and others will infuse a Jamaican flavour, ensuring that there is something for everyone.

EDX's organisers believe the event will benefit from Jamaica's tourist industry and they are also looking to pull tourists to the island based on their own merit.

APPEALING TO YOUTH

Based on analysis done on the Jamaica Tourist Board data, organisers estimate that their demography (ages 18-35) of tourism audience would already be in Jamaica as there is an estimated 200,000 people who vacation in Jamaica during July.

The cost per ticket is $3,500 for EDX Beach Soca Fusion, while EDX main stage will cost $7,000 and $9,000, for general and VIP, respectively. Combined Soca Fusion and main stage general tickets will cost $10,000, while combined Soca Fusion and main stage VIP will cost $12,000. There will be an early-bird special, which runs for two weeks where patrons can get heavily discounted tickets.

July and August are regarded as two of the most competitive months to host events locally. However, the organisers believe EDX will continue its winning streak.

"While there are a number of popular parties to date, there are no major competing EDM Festivals during the time. We note that other parties will be on the tail end of our date; however, this type of music, EDM, will attract diehard fans of the music, especially from the tourist population. With the addition of soca, it gives an extra boost and caters to those who are true soca fans who are looking for that type of experience during the summer period. We also note that the international line-up will give patrons a diverse taste of entertainment and fun," organisers promised.

Early-bird and presold tickets are available online at YardTicket.com and at Fontana Pharmacy outlets islandwide.

entertainment@gleanerjm.com