Mavado - File

Dancehall superstar Mavado has joined the efforts of Stop The Bleeding, a non-profit organisation, to lead an anti-gun and non-violence campaign in the US Virgin Islands.

Mavado will headline a huge peace concert on the island of St Croix on December 30 dubbed the One Love Music Festival.

"I am very happy to be a part of this anti-violence movement," said Mavado in a release sent to The WEEKEND STAR. He added, "I am always ready to use my influence and celebrity in a positive way and I'm honoured to have been asked to get involved. Violent crime is on the increase all over the world and it's important to me to help stem the tide. I'm hoping to partner with the right agencies in Jamaica to do something similar in the near future. We are often criticised for our influence over the youths but a campaign like this shows the potential to use dancehall acts such as myself to motivate and uplift young people."

One Love Music Festival will be held at the Randall 'Doc' James Racetrack on December 30 beginning at 8 p.m. St Croix artistes Ras Attitude, Cruz Rock, Da General, Sabbatical Ahdah, Junior P, 103.5 The Reef DJ's Dave Martinez, DJ Karl and Selecta Kuff, DJ Big Kat and Supa Trax Sounds are also in the line-up.

According to the release, Kareem Francis, coordinator of Stop the Bleeding and son of the Virgin Island's Lt Governor Gregory R. Francis, conceptualised the initiative with Lenny Hansen of LTB Entertainment and approached Mavado in October to headline the campaign and concert - he didn't hesitate to get involved. The organisation's aim is to use the event as a constructive platform for the territory to reignite love, peace and joy and to address the recent increase in crime, violence and rising numbers of the murders of young people.

"Mavado is loved by the youths and has dominated the charts with his lyrical style and energetic performances," said organiser Lenny Hansen in the release. "Mavado's participation extends the importance of this movement through media campaign and promotional efforts. As a leader within this industry, it is greatly appreciated that Mavado has extended himself and services for the youths of tomorrow. We look forward to him blazing the stage and deliver a string of hits to the VI community as well as delivering a positive, uplifting message to the youths in the region."

Offering an alternative to a life of crime is a major part of Stop the Bleeding's mission, which they intend to do by promoting an anti-gun drive while providing a vehicle for change through the performing arts. Proceeds from the event will go towards scholarships for aspiring local artistes. Some of these rising stars will also get a chance to perform on the festival, giving them an opportunity to launch their talents on a wider scale.