Euphoric had the opportunity to interview Tmrw.Tday Culture Fest founder and managing partner Andrew Christoforou about the highly anticipated festival located in beautiful Jamaica…

Hi Andrew, my name is Ananda and I work with in Northern California. Thank you so much for taking the time to do an interview with us! If you don’t mind I’d like to ask you a few questions about the festival you co-founded, Tmrw.Tday Culture Fest.

Ananda: I understand Tmrw.Tday Culture Fest is an extremely dynamic and multifunctional concept.  Are you able to sum up what it represents to you and your team so our readers can better understand?

Andrew: Tmrw.Tday is a celebration of life. The concept first and foremost was to go deep into personal self-care, to go within to find your true sense of self and passion in life. In today’s hectic global landscape we truly believe that if you celebrate life with balance and purpose, the world will be in a much better place for future generations.


What sparked the passion and drive behind creating this festival for you personally?

It was the mastermind of multiple people’s passions. Through yoga, fitness, conscious music, dance, culture and the cannabis movement it has merged into one beautifully diverse festival offering.

Where would you say the main portion of patrons travel from to attend your festival?

In our inaugural year we had attendees traveling from all over the globe. From Toronto to Barcelona, Miami to UK, Brazil and LA, there really isn’t a main area our Tribe members come from, We are a Universal Tribe and it’s a rapidly growing conscious movement.


Being that this is the second annual Tmrw.Tday festival (congratulations!), would you consider the first year a success?  Have you made many changes from last year on the production side?


We would definitely consider the first year of Tmrw.Tday a success. Success is defined in many ways but for us it means two things. One, our tribe mates head home with a sense of passion and purpose to better themselves and their community. Two, our organization leaves a lasting impression for Negril’s Tourism Sector and the locals to thrive after the festival is over.


The music lineup is quite diverse.  How do you strategize and execute the booking process for the festival each year?

It’s collaboration amongst the festival partners who pull from over 60 years of combined experience. Kevin Bourke, our local partner handles all the Reggae & Dub acts plus is facilitating the house music movement in Jamaica. Ralf Madi and myself have extensive international festival and nightlife bookings like the BPM Festival in Portugal and the Digital Dreams Festival in Toronto. The strategy for Tmrw.Tday is actually a lot easier as the diversity of music genres, wellness & cannabis platforms gives us flexibility to curate the lineup.


Can you explain what the Garden of Mary is and represents for you and your team at Tmrw.Tday Fest?

The Garden of Mary is an educational experience in the world of Alternative Therapies and Plant Medicines. Attendees will take part in Speaker Sessions led by Montel Williams & leaders of the Rastafarian community. We are committed to progressing the Medicinal Cannabis movement and Garden of Mary gives us the platform to do it in a magical setting at the Caves Hotel.

Have you seen a difference in the marketing of the cannabis at your festival as the concept is becoming more recognized for its medicinal uses internationally?

It has definitely received a lot of attention from major media as Forbes wrote a story specifically about our Cannabis initiatives. Our attendees are intrigued and excited to experience the Garden of Mary. It truly is a unique festival offering.

Do you have interaction with many locals?  Would you say the festival has been welcomed into the community?  Can you tell us a little bit about your ‘giving back’ strategies for the local communities and environment please?

Tmrw.Tday is a Culture Fest and the Jamaican culture is at the forefront and integrated into every pillar of the festival. We invest heavily into hiring locals to work the festival and we have a couple of charitable initiatives that really fuels our passion to improve Jamaica. Our Konscious Kids program is a beach day where we bring school kids to the beach for a day of yoga, meditation, team building exercises and a talk about eating organic and healthy foods.


Tmrw.Tday has also just secured funding through the private sector to develop Jamaica’s first SkateBoard Park.

For all of us who are intrigued by this festival, can you describe what a day at Tmrw.Tday Culture Fest would look like?


Where do we start? The easiest way to describe a day is to show you are Saturday schedule, the most excited and diverse day of the festival.

10am Meditation with Stacy Irie Soul

10.30am Yoga with Shiva Rea

11.30am Fitness Boot Camp with Ryan Caicco

12.30pm Cliff Jumping at the Caves Hotel

3pm – 9pm Beach Party featuring Bedouin

10pm – 1am Reggae Concert featuring Beenie Man & Kabaka Pyramid

1am – Sunrise House Vibez with Bedouin + Festival Residents

It’s the Festiva-cation of a lifetime. Join the Good Vibez Tribe May 1-6 in. Full lineup and schedule can be viewed on our site at


If you’ve never been to a festival in Northern California, I would like to personally invite you to come up sometime! We have a pretty amazing and unique progression of electronic music taking place up here!

Thank you again, Andrew, for taking the time to answer these questions! We are very appreciative of the the communication. I’m hoping to possibly make my way down to Jamaica for the third annual Tmrw.Tday fest!