TRIBUTE TO JIMMY CLIFF, OM BY MINISTER OF TOURISM, HON. EDMUND BARTLETT AT THE INAUGURAL IRIE FM LIFETIME ACHIEVEMENT AWARD SOMERTON ALL AGE AND INFANT SCHOOL, ST. JAMES SUNDAY, FEBRUARY 12, 2017

SALUTATIONS...

• Former Prime Minister of Jamaica, the Most Hon. Percival James Patterson
• Colleague Minister of Culture, Gender, Entertainment and Sport, Hon. Olivia “Babsy” Grange
• His Worship the Mayor of Montego Bay, Councillor Homer Davis
• Our Special Guest of Honour, Mr. James Ezekiel Chambers
• Mr. Lennie Little-White, Director, Screenwriter, Producer
• Chairman of Irie FM, Ervin Moo Young
• Managing Director of Irie FM, Ms. Debbian Dewar
• Dr. Carolyn Cooper, Professor of Literary and Cultural Studies, University of the West Indies (UWI)
• Dr. Sonjah Stanley Niaah, Director/Senior Lecturer Institute of Caribbean Studies and Reggae Unit, UWI
• Other Members of the Entertainment Fraternity
• Members of the Media
• Distinguished Guests, Ladies and Gentlemen

Good afternoon….

• Today we pay tribute to a true Jamaican legend and what a well deserved honour it is.  James Ezekiel Chambers – our beloved Jimmy Cliff – is both a trailblazer and influencer; an enduring voice who has helped to make little Jamaica a cultural heavy weight on the world stage.

• Kudos to you, Jimmy, on being awarded the Inaugural IRIE FM Lifetime Achievement Award for your sterling contribution to Jamaican film and music.
• It is my distinct honour and privilege to add my voice to the many tributes being paid today to one of Jamaica’s most successful reggae musicians. Oh course, I am even more delighted to note that this revered son of St. James was born right here in Somerton – which falls in my constituency of East Central St. James.
• Jimmy, as a globally acclaimed artiste you played a pivotal role in introducing the world to the sounds of reggae music.  Through your conscious lyrics reflecting the social, political and economic realities of people across the globe, you have brought respect to reggae music.  Through your colourful sounds and irresistible rhythms you have brought immense recognition to Jamaica, the land of reggae’s birth. You have made us very proud.
• You are as relevant today as you were when you dropped your first hit – ‘Hurricane Hattie’ – some 50 years ago, and you have continued to produce great music consistently through the decades.

• The 1969 global hit ‘Wonderful World, Beautiful People’ has been described as a long-running soundtrack for Jamaican tourism; 1972’s ‘The Harder They Come’ put reggae on the world map; and the 1988 film ‘Cocktail’ featured your single ‘Shelter of Your Love’.
• With the 1995 release of ‘Hakuna Matata’ your music later graced the stages of Broadway’s the ‘Lion King’; and in 2013 you took home your second Grammy Award for Best Reggae Album – this time for the critically acclaimed ‘Rebirth’.
• All of us here today are fully aware that these songs are but a few of the great musical hits that you have blessed us with. How many artistes can boast of a career with such longevity and commercial success?
• Yet, even with these incredible accomplishments in music you made your foray into the world of film, performing in the international cult classic ‘The Harder They Come; the comedy ‘Club Paradise’ and the action film ‘Marked for Death’.
• And who can forget the Volkswagen's 2013 Super Bowl commercial, which used your rendition of the Partridge Family theme song ‘Get Happy’. Yes, it stirred up some controversy but it also tapped into the tremendous global appeal of reggae music, Brand Jamaica and our naturally warm and friendly people.
• Jimmy, your body of work is world-renowned and we salute you for your outstanding contribution to the music and film industries.

• It is a tribute to your hard work as a musician and as a musical ambassador that you have been showered with accolades both at home and abroad – whether Jamaica’s Order of Merit; your induction into the Rock and Roll Hall of Fame in the United States; or a verbal tribute from iconic singer/songwriter Bob Dylan, who described your hit ‘Vietnam’ as the best protest song he had ever heard.
• It goes without saying that entertainment is an area in which we are world beaters. As a nation Jamaica has captivated the world with our unique and vibrant culture. Our music is an important part of that culture and continues to set our island apart from rival destinations.
• The Ministry of Tourism and its agencies are committed to fostering the continued development of the entertainment industry and the integration of entertainment into our tourism product. It is this commitment that has fuelled our support for local entertainment events and the development of the industry overall.
• Entertainment tourism is one of the main niche areas which we are moving to develop in order to diversify our tourism product and tap into new markets. This is precisely why we are placing special focus on developing entertainment tourism as part of our growth strategy.
• Let me reiterate our targets:
  1. Secure 5 million visitors by 2021
  2. US$ 5 billion in tourism earnings
  3. Increase the total direct jobs to 125,000
  4. 15,000 new rooms

• We are taking the necessary steps to capitalize on the tremendous potential Jamaica has in entertainment to significantly boost our visitor arrivals and tourism earnings. With this in mind I have mandated my Ministry’s Sports and Entertainment Network, which is chaired by entertainment producer and promoter Kamal Bankay, to lead this important initiative.

• Similarly, we are working closely with my colleague Minister Olivia ‘Babsy’ Grange and her team to better leverage Jamaica’s advantages in the areas of entertainment and sports to enhance our tourism product.
• Cultural ambassadors like you, Jimmy, make our work that much easier because through your illustrious achievements Jamaica has inarguably become known throughout the world as the Mecca for reggae music and a focal point for popular culture.
•  Jimmy, you continue to represent our country well and make us proud. Thank you for your extraordinary contribution to Jamaican music, film and culture. I extend my sincere congratulations to you on winning the Inaugural IRIE FM Lifetime Achievement Award.

Thank You.