Kingston, Jamaica: – The Eastern Peace Centre (EPC) is a small, ambitious institution joining the east Kingston communities of Winward Road, Rock Fort and Mountain View. With the many entrapments of inner-city life, EPC is a haven for the youths of the community who strive for greatness within their community boundaries.

On Friday July 15 reggae artiste Sizzla Kalonji and Guinness will aid their journey to greatness with the hosting of The Occasion at the EPC’s home on 121 Windward Road, Kingston. The title of the show is quite fitting, having been taken from one of Sizzla’s most powerful songs, Rise To The Occasion, – an anthem about succeeding against all odds by using the opportunities presented.

“This show is really about giving the yutes them an opportunity to empower themselves. If Sizzla and Guinness can encourage them to leave violence aside and focus on the positivity of life then we’re happy,” said Sizzla, born Miguel Collins.

The theme of “Rising to the Occasion” is also one that resonates with title sponsor Guinness, which inspires men to Reach for Greatness. Guinness Brand Manager Gary Dixon said the brand wants to communicate to its consumers in inner-city communities such as Burgher that deciding to live a violence-free life is a great move. “Guinness encourages men of character with the will to succeed and this event celebrates that. We?re working with one of reggae’s icons and whose music has inspired many, the result is to raise sufficient funds to help with development programmes fo the EPC.”

Like Sizzla says in Rise to the Occasion: “It’s for you to make the best in life, know that you got the chance. Get up and step towards your goal, it’s all right, fulfill your needs and wants… And the goal is that this show will provide the funds to support this objective.”

The Eastern Peace Centre is a place for at risk youth (14 – 25) to participate in wholesome programmes designed for upliftment. “Our programmes wouldn’t be possible without the assistance of corporate supporters like Guinness,” explained Orlando ‘King’ Hamilton, EPC Director. “We are looking forward to proceeds from the Guinness sponsored Occasion to provide much needed funds for our expansion efforts,” he continued.

The Occasion features music by King Tafari, Rolex and Nitro with performances from Bounty Killer, Assassin, Tyrical, Determine, Shane-O and Sizzla Kalonji. Proceeds from the event will go towards assisting the development of the EPC youth programmes in neighbouring communities.

Commenting on this first staging of “The Occasion?, Sizzla noted that, “this year promises exciting and full of surprises setting the stage for an annual event. We’re looking forward to be able to give back to the communities and to the youth.

“Kalonji recently launched his 65th album at the King Jammys studio in Waterhouse Kingston. ‘The Scriptures’ album is an acoustic roots reggae album, which sees Sizzla going back to his roots, while grooving professionally crafted reggae beats of international quality.

Though the Guinness Caribbean Facebook Page and other social media properties, Guinness will share the message of successful community development and inspire others to follow Sizzla’s generous journey.

Doors open with a $500 admission fee before midnight; $700 is needed after. With $1,500 ‘kings’ gain VIP access to the venue and an open bar well stocked with Guinness. “The Occasion” of celebration takes place at 121 Winward Road on Friday, July 15.