Reggae sensation Beenie Man -- also known as "The Girls Dem Sugar'' -- is set to wow local audiences in an upcoming concert.

And the trio of promoters from Atlanta-based Phaze One Entertainment -- Andy, Jimmy, and Jason -- said the show will be one of the biggest "bashments'' to hit Bermuda.

"This is the first major reggae concert to come to Bermuda in quite a while, and Beenie Man hasn't been here since the release of his latest album, `Many Moods of Moses','' said Jimmy.

The tented concert, scheduled for Saturday, October 24, also marks the end of Daylight Savings Time -- adding another hour to the concert cutoff time.

"When Beenie Man performs, he not only performs his new material, but also his songs from `back in the day' -- and he's been performing for over 15 years,'' Jason said.

The promoters said Beenie Man's enormous international popularity stems from his originality and stage presence.

In addition to the dancehall and culture reggae he is most popularly known for, Beenie Man has dabbled in hip-hop, country music, and a bit of old fashioned rock 'n' roll.

"He's an outgoing entertainer, he's a ladies' man all the way, and he's not afraid to try new things,'' said Jason.

"Beenie Man is spontaneous -- if you're at a restaurant with him, he'll run into the kitchen and grab an apron and serve everyone at the table.'' Beenie Man will be backed by the popular Jamaican "Blaze'' band, and versatile DJ and singer Tanto Metro.

Phaze One promoters said a pre-concert autograph party will be announced closer to the concert date.

Local sound system Playboy will feature along with Florida-based sound system Poison Dart and Atlanta's DJ Apache.

Gates open at 7.30 p.m. and the show starts at 8 p.m. Tickets are $35 and are available at Twenty Seventh Century Boutique, Jamaican Grill, and Dub City Records.

REGGAE KING -- Beenie Man