Mighty Crown "The Far East Rulers" has taken a new approach to their upcoming anniversary concert on Saturday, August 21 in Yokohama and their overall business ventures in 2010. Staying true to their commitment of promoting dancehall in Japan, Mighty Crown incorporated necessary changes to their movement, namely, the sound system impresarios have implemented the "Zero" concept. What is "Zero" one may ask? "Zero" represents a fresh start of rebuilding Reggae music's vibes in Japan.
For starts, Mighty Crown moved their annual anniversary fete "Yokohama Reggae SAI Zero 2010" to a more intimate setting Yokohama Akarenga Park, to have more personal access to fans and bring back the vibes of their early shows. Mighty Crown was fulfilled after they met the challenge of selling out the Yokohama stadium for several years, but felt that it was time to start again. Additionally, the concert's headlining surprise Jamaican Reggae act will introduce thousands of Japanese fans to foundation music, quite a change from the current dancehall artists and music with which they are familiar.
With 19 years in the business, Mighty Crown has made most of their dreams come true. "But in order to bring Japan's Reggae music scene to a complete level of understanding, I believed that we had to rebuild from scratch," says Mast Simon, co-founder of Mighty Crown entertainment. "I want Japanese Reggae music fans to know that Reggae is more than a fad, it's a culture and a movement."
"I think that Mighty Crown was wise to revamp their approach to Reggae music in Japan," says Garfield "Chin" Bourne of Irish and Chin, Mighty Crown's manager. "A number of factors motivated Mighty Crown to re-educate the Japanese massive on Reggae music."
Mighty Crown's "Zero" concept has been marketed heavily this year and can be seen in promotional materials, music from their artists (their top act Fire Ball's hot new single is titled "Zero") and their daily moves. As of late, Mighty Crown has opted to entertain patrons with primarily foundation selections at their events. Because of this, younger generations of Japanese fans are developing a connection to artists and music that they once knew nothing about.
Similarly, Mighty Crown's expert management team Irish and Chin has also built a platform for promoting foundation music and culture in their signature events. Notably, Irish and Chin's "Reeewind" series converges foundation artists (singers and deejays) to perform live on the legendary King Stur Gav sound system. To date, thousands have flocked to the "Reeewind" events, which have featured the late Sugar Minott, Brigadier Jerry, General Trees, Admiral Bailey, Tiger, Barrington Levy, Frankie Paul and Shabba Ranks, among others. Another explosive installment of "Reeewind" is planned for the Fall.
With a new take on business, Mighty Crown's annual concert will be fresh and exciting. Aside from respected Jamaican acts, "Yokohama Reggae SAI Zero 2010" will feature leading Japanese artists including Fire Ball, Papa B, Ryo the Skywalker, Jumbo Maatch and many more. Fans will have an opportunity to take in hours of great Reggae music and entertainment.
Over the years, what reads like a who's who of Reggae music has graced the stage of Mighty Crown's famed "Yokohama Reggae SAI" concert including Beenie Man, Tony Matterhorn, TOK, Barrington Levy, Daville, Half Pint, Voicemail, Wayne Wonder and many others. Yokohama Reggae SAI, which was jump started in 1995 by Mighty Crown as a vehicle of celebrating their anniversary, has become Japan's largest Reggae music concert, peaking at attracting as many as 40,000 patrons during it's stadium era. Following this year's concert, Mighty Crown will be gearing up for their Fall and Winter Tours.