All month long through the month of February it is celebrated and known as Reggae month in Jamaica. It just so happens to also be the month that Bob Marley celebrated his birthday and in 2020 he would've turned 75 this year if he were still alive.

Reggae is believed to be Jamaica's top attraction and export.

And the state wants to newly harness the power of reggae in order to highlight the uniqueness of the nation and the value that it has to offer. Ironic, considering that they have a history of cracking down against reggae music, and with reggae having a knack of criticizing the government, or 'babylon'.

They now firmly believe that reggae, or creative industry in the region, can be vastly economically beneficial for them. They want to squeeze it for what it is worth, time to make some money.

“If we were to truly quantify the earnings of Bob Marley, it would probably exceed the gross domestic product of Jamaica." - Senior Advisor to the Minister of Culture Gender Entertainment and Sport, L. Salmon.

This will be the 13th year that they are celebrating Reggae Month in Jamaica.

Ultimately there is hope to eventually form a brand with the month-long reggae celebration. There are various shows planned, dozens of activities to find and take part in, and they are hoping that Jamaica will come to be known as the 'Mecca of music' the more that music talent in the region becomes known and celebrated.

Sandy beaches aren't as competitive as reggae music for them.

Not every region has reggae to offer and they know this which is why they say they hope that people from around the world will come to Jamaica at least once per year to enjoy the musical talent here. Unlike sandy beaches, which are regarded as amongst the most beautiful in the world, Jamaican officials see their unique competitive advantage as one that is centered on their creative output and that is reggae music and reggae culture.

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