That is the view held by Junior Taylor, executive producer of the up-coming three-day event Soul in the Sun, to be held in Montego Bay, St James, from October 10-12.
Taylor told the Jamaica Observer's weekly news forum, Monday Exchange, that given the changing times there is definitely space to accomodate a festival such as Soul in the Sun.
"We are living in a changing world. So, those who see festivals as dying are those who do not understand that it is a commodity that needs to be nutured. If you wish to stay with the status quo, then you end up losing."
Soul in the Sun -- which will coincide with the Thanksgiving Day celebrations in Canada, and Columbus Day in the United States -- will see nine R&B and soul music acts taking to the stage at the Acqueduct in Rose Hall, St James.
The artistes from overseas are Regina Bell, Peabo Bryson, Jeffrey Osbourne, Freddie Jackson, Johnny Gill, Howard Hewitt, Keith Sweat, Dru Hill, and Silk.
The local quartet LUST and crooner Richie Stephens have already been added to the line-up with the organisers pledging to add another pair of Jamaican acts to the show in the coming weeks.
Meanwhile, Taylor disclosed that the singular most challenging aspect to staging this festival has been attracting sponsorship.
"We are living in economically challenging times and corporate Jamaica has generally been reserved about coming on board due to the fact that they are alreay into their financial year, but we have positive feedback for next year," said Taylor.
"With the limited sponsorhip we have received, we are fully commited to execute a top class event. We just have to conserve, be creative and thought-smart," he added.
Meanwhile, Catherine Goodall, regional brand manager at Ocean Spray, one of the sponsors of this year's staging of the festival, noted that with quality entertainment being few and far between her company gladly signed on to Soul in the Sun.
"The truth is our fiscal year begins in January, so at this time we are at the end of our buget. But when we examined this festival, we realised that it was aimed at out target market and, therefore, something we should go after," said Goodall.