JAMMIN’ WITH NEW YORK-BASED PROMOTER GEORGE CROOKS!

Jammin’ with George Crooks—-

This is the first of a 12-part series looking at Jamaicans who have excelled in the Tri-state (New York, New Jersey and Connecticut) area’s entertainment and leisure industry.

FOR nearly 40 years, George Crooks has been one of the West Indian community’s leading show promoters in New York City.

Through his Jammins Entertainment company, he has also donated to scholarship funds for the University of the West Indies as well as the New York All Stars Cultural Academy.

Among the events Crooks has promoted are Sounds of Reggae, Brooklyn Music Festival, New York Music Festival, the Soul Legend Concert series, Singer In Action (Beres Hammond Tour) and the play, Loving Him Is Killing Me.

Despite rising production costs, Crooks is committed to keeping West Indian culture alive in New York City.

“People still have a need to experience their cultural acts and I like to showcase it the best way possible. I have a passion for music,” he said.

A promoter’s life is not as glamorous as it sounds, Crooks noted. He took the Sunday Observer through the rigours of planning a major show at high-profile venues like Madison Square Garden where he has promoted a number of events.

Concert goers in the park

“You have to define your budget, and organise your production with highly skilled union workers. Have your promotion out on time and cap it off with a great team,” he said.

Crooks is from West Kingston, an area that played a significant role in the development of Jamaican music. He migrated to the United States in 1971.

His first show was an outdoor festival in north Florida in 1976 with Inner Circle and Roots Uprising. He has promoted non-reggae events with R&B acts like Gladys Knight and the Pointer Sisters.

Crooks holds the distinction of hosting Sounds of Reggae, the first Caribbean event at the Barclays Center in Brooklyn, home of NBA team the Brooklyn Nets. It was a big thing for him.

“I wanted to make sure that reggae was in the forefront of this brand new stadium located in the borough of Brooklyn. By showcasing top reggae acts and a tight production we made reggae relevant in their eyes,” said Crooks.

George Crooks, who served in the US Navy, is founder of the New York All Star Music Academy, a non-profit entity which exposes children to the entertainment industry. He is also a founding member of Brooklyn’s Urban Night Life Association.