Diamond-selling reggae recording star Shaggy will be the host and ambassador of the Vibe International Music Festival & The Lifestyle Conference, which is scheduled from May 25 30, 2011 in Montego Bay and will be chaired by hip-hop pioneer and mogul Russell Simmons. The event is being presented by the Peter Thomas Entertainment Group (PTEG), whose CEO is Peter Thomas a renowned entrepreneur and owner of the Uptown Restaurant and Lounge in Atlanta.

According to an advertisement in the December 2010/January 2011 issue of Vibe magazine, the Vibe International Music Festival & The Lifestyle Conference will be the ultimate exposition, conference, interactive and music festival on the planet.

A five-day multi-platform event in paradise, the Vibe International Music Festival & The Lifestyle Conference combines cutting edge information sessions, legendary networking and entertainment events featuring the worlds greatest music artists representing all aspects of urban culture and music on the beautiful island of Jamaica, the ad further read.

When asked how he became involved in the event, Shaggy told Pree Jamaica that he was approached by the organisers and immediately saw the importance of participating.They called me and explained the concept and right away it made sense. Jamaica need this and will definitely benefit from itits going to be great, said Shaggy. The logo for Solid Agency, booking agents for Shaggy, is featured on the ad as an event partner.

The festival/conference is expected to feature an interactive Mic Check Talent Competition and showcases for unsigned artists. The ad purports that the event will be the largest gathering of A&R representatives on the planet and will address issues such as digital downloads, fashion branded and mobile entertainment, television, film, broadband and guerilla marketing in the Internet-connected world.