In the ever changing landscape of our present day due to impact of the novel coronavirus (COVID-19), worldwide music festivals have been indefinitely postponed,  making artists and musicians turn to the world wide web to entertain their fans. Although the experience differs from the in-person events, the latter reaches more people.

Not even two weeks into their SPRING 2020 TOUR, Jamaica's Roots, Rock, Reggae band EarthKry had to announce the cancellation of their remaining 25 dates. The Tour which kicked off on March 8th, 2020 in Miami, Florida, would have seen the quartet journey in North Carolina, Vermont, Rhode Island, Massachusetts, Virginia, Washington DC, Pennsylvania, New York, Minnesota, Illinois, Texas, California, Utah and Nevada before headed to Europe for the summer festival season.

The self-contained band comprising of Keyboard player Phillip Mcfarlane, drummer Kieron Cunningham, bass guitarist Kamardo Blake and lead vocalist/guitarist Aldayne Haughton who last month performed live on California based RootfireTV live stream sessions for artists will do it once again this Sunday, April on Sagicor sponsored weekly live music virtual event SUNDAY LIVE. "Like everyone else the coronavirus has impacted our life on so many levels but the power of music is resilient. Music can heal wounds which medicine cannot touch, so live streaming for live bands is important, not just for the world, but for us as well" stated lead vocalist and guitarist Aldayne Haughton.

Powered by Sagicor Group Jamaica Limited and streamed on The Fix (formerly Nightly Fix) youtube channel and on PBC Jamaica (see cable channels on flyer), SUNDAY LIVE has given a platform for both rising and established artists to reconnect with their audiences on a major virtual stage. "As an entertainment professional who works in production I found myself without a job because of covid19. So I was home doing nothing at all going crazy, and decided to think about something to do and contribute during this period. Being a lover of reggae music, being a lover of music in general I realized that what was missing was a weekly live music affair. Basically for a few hours I want people at home and abroad to feel as if they are sitting under the sun by the beautiful blue water of Jamaica watching live entertainment " - Londie Murray, Sunday Live Executive Producer

"Live streams are a great opportunity for artists to reach a blended key audience outside of their fans. Music has the unique ability to transcend age, gender and culture, live music performances are an ideal place for artists and brands to interact with existing fans, and to hopefully make new ones." - Malaika Lepine, MPR Consulting