ver the years, a number of Bermudians have put on concerts on the Island featuring reggae stars from overseas, to tap into Bermudians' deep love of music. Promoting these shows takes a great deal of confidence, the ability to multi-task, a single-minded focus, savvy marketing and, as with any commercial venture, a spot of good luck. Done right, it can lead to great rewards, and not just on the financial side.

One of the most consistent Bermudian promoters is Keith Simmons, the driving force behind Culture Shock, a series of big-name reggae concerts held in Bermuda and Miami since 1994.

Apart from excellent music, a Culture Shock is notable for its crisp organisation, lack of incident, and the promoter's ability to live up to his promises.

This year, in response to demand, Culture Shock will be mounting two events, both at Snorkel Park in Dockyard, on July 1 (details below) and on the second day of Cup Match (details to be announced). The venue is a strong local favourite that can hold between 3,000 and 5,000 people.

For Mr. Simmons, a Culture Shock is more than a just a concert. "Culture Shock promotes a set of values for our young people, and for everyone," he explained. "We want to spread the message of conscious lyrics with a positive feeling, to keep the vibe strong."

Some Jamaican music focuses on macho elements such as guns and keeping women in line, but Mr. Simmons will only promote performers who adopt a positive approach, who use the music to get across a message of "unity in the community".

He said: "I'm like a politician working in music. My message through the entertainers is what I'm trying to present: it's about unity, about keeping people subtle, consciously doing good things in life. If you look at Culture Shock, it's had a positive impact in the community, which is its purpose. So, as a politician in music, I represent the people, all the people."

What advice would Mr. Simmons give young entrepreneurs who are hoping to build their own businesses?

"Have a Plan A. Have a Plan B. And have a Plan C," he said. "Stay focused. Don't let anyone tell you that you can't do it. To me, there's no such thing as 'you can't'. Those are very negative words, and I don't believe in them. Nor should anyone else."

Now that Culture Shock is 12 years old, is the concept fully developed? Has Mr. Simmons achieve everything he set out to do?

"Not yet," he said, with a smile. "I always wanted support from the business community.

"It's taken me 12 years, but now we're getting it. Jamaican Grill, Burrows Lightbourne, Digicel, Snorkel Park, Sound Concept, CJ Jewelers, On Course Construction (all sponsors of the latest Culture Shock) ? we're arriving.

"We're getting there. The radio progamme (the Culture Shock Reggae Explosion, Thursday nights from 9 to 12 p.m. on Power 95) is being sponsored by business. We've grown slowly but surely."

Mr. Simmons got into the music business in the early 1980s.

"I always loved music," he explained, "even though I don't play an instrument or sing ? maybe I can, I don't know. I had a record shop.

Various people came to me with deals that involved me giving them my money, but I didn't want to do that because I know what I want to do, so I went ahead and did that."

In the early 1990s, he "teamed up with some people and we did a few shows," Mr. Simmons recalled. "Things went alright, but when you have a group of people, if you want to do A, some want to do B, and others want to do C. So if you have a focus on what you want to do in life, if you have a concept of what you want to achieve, you need to put it together, and go straight ahead. My best move was to go independent, where I don't have to answer to anyone but the Father, that's God."

Between 2000 and 2003, Mr. Simmons put on three Culture Shocks in Miami, Florida.

"It was a good experience to get the name out there. It was a good experience to go international," he said.

"You go anywhere in Jamaica, speak to any producer, manager, artists, they will have heard of Culture Shock, so now they're calling me to appear in a show.

"Usually, I do one show a year, but the pressure is on, so this year we're doing two shows."

Mr. Simmons believes that people need to keep up with the times. "Gone are the days when Bermuda was another world," he said. "Bermuda is not another world. Bermuda is in the world."

This unassuming Bermudian has made the worlds of commerce and music fit his view of things, rather than the other way around.

When he might have made more money going with the flow of modern music, he stuck to his beliefs, insisting that he would only offer performers with a positive outlook, because he believes in the power of music to bring its message to people.

If younger Bermudians want to learn a lesson from Mr. Simmons's success, the most striking would be to believe in what you do, and do what you believe in.

Mr. Simmons' interest in music has never waned, and he is now working with his son Ryan, and has grandchildren who are all caught up in the music.

As he builds Culture Shock into a franchise, Mr. Simmons takes a quiet pride in having done it his way.

Culture Shock 2006 will be held on July 1 at Snorkel Park, Dockyard.

Richie Spice, one of the hottest artists from Jamaica, will headline alongside Fanton Mojah, another young Jamaican on his way up, Gyptian (known to local fans for his latest hit, "Serious Times"), and Spanner Banner, who is Richie Spice's brother. The Fifth Element Band will support the musicians.

As usual with a Culture Shock, a strong local line-up will grace the event. Sweet Stress, Troy Anthony and Ali will perform. DJ Donnie and DJ Gibbo & Blacka, who play on the Culture Shock radio show, will "juggle" from 6 p.m. until the show starts at 8.30 p.m.

Advance tickets at $65 are available from Peoples Pharmacy in Hamilton, Snorkel Park and Dub City in Crawl. On the night, admittance will be $80.