Grammy-nominated reggae singer Jesse Royal is taking his message of roots and culture across South America, embarking on a multi-city tour of Brazil ahead of his inaugural High Life Festival in Kingston, Jamaica, on April 19. The tour, which kicks off with a Meet and Greet at Casa Sement in São Paulo on March 20, will see the Modern Day Judas hitmaker performing in key Brazilian cities over a 10-day span. His first concert takes place on March 23 at Brainstorm ZN in São Paulo, followed by Taipa Brasil in Pipa RN on March 25. He then moves to Ocupação SS in Salvador, Bahia, on March 29 before wrapping up his tour at We Expo in Campinas on March 30.
Brazil has long been a stronghold for reggae music, particularly in cities like São Luís—often called Brazil’s Reggae Capital—where the genre enjoys massive popularity. Jesse Royal’s visit taps into this deep-rooted love for Jamaican music, further solidifying his international fanbase. In an Instagram post teasing the tour, he wrote, “We’re bringing the vibes, the message, and the music straight to your hearts. And of course, I need to catch some ball game while I’m there 
.” His excitement reflects not only his passion for performing but also his appreciation for Brazilian culture, particularly its fervent football scene.
Jesse Royal’s global presence has been steadily rising, with upcoming performances scheduled in the United States— among them the Green Mountain Reggae Festival in September—and various European locations. His ability to command audiences worldwide is a testament to reggae’s enduring appeal. According to Statista, Jamaica’s music industry contributes approximately USD $169 million annually to the nation’s economy, and international tours play a crucial role in expanding this figure. By engaging audiences in Brazil, Jesse Royal is not only strengthening reggae’s global footprint but also paving the way for future Jamaican artists to thrive on the international stage.
Beyond touring, the singer is venturing into festival curation, with his High Life Festival set to launch in Kingston just weeks after his return from Brazil. The event, designed to celebrate reggae, ganja culture, and the broader Caribbean soundscape, will feature veteran artist Big Youth and rising star Ras-I. This move aligns Jesse Royal with a growing number of Jamaican artistes who are taking ownership of their live music experiences. From Tony Rebel’s Rebel Salute to Popcaan’s Unruly Fest and Damian Marley’s Welcome to Jamrock Reggae Cruise, artiste-led festivals are redefining Jamaica’s entertainment industry, offering fans uniquely curated experiences.
View this post on Instagram
