The concert, which will feature I-Octane, Assassin as well as soca band KES, is set to begin at 17:59 (5:59 p.m.) and will be streamed live to fans across the region.

I-Octane, known for his hit singles Who A Fool Dem, No Love Inna Dem, My Life and Lose a Friend, says to be singled out to perform is great for him and his career. "It's great honour for me that they have chosen me from among so many great artistes," he said. "It's a great opportunity to be on this concert that is being streamed live across the region giving people who may have heard of me but never had a chance to see me, to see me and hear my music."

According to the dreadlocked singer here in Jamaica, reggae and dancehall have benefited from Guinness. "Guinness has always invested in reggae and dancehall. As a reggae/dancehall artiste, they have contributed a lot and I have benefited," he said. "Guinness 'a go so hard' so families can see (the concert). They can see what we are all about."

Cognisant of the fact that the concert will be streamed to a general audience across the region, I-Octane says he will not be able to perform some of his songs but still intends to show the region, especially those who have never seen him perform before, what a great act he is. "I will be doing brand Octane. At the end of the day, people will enjoy the performance," he said.

The entertainer, who has an album - Crying to the Nation - due out soon, says he just might perform a few tracks from the yet-to-be-released compilation. "I don't know yet, maybe it will be a surprise," he said.

In addition to the music, the celebration promises other exciting things for celebrants. Brand Manager Gary Dixon says Guinness will be going all out to ensure that fans will have the best possible experience during the simulcast. "We're very excited about delivering the Arthur's Day concert to our consumers in an up-close, intimate setting. All three artistes chosen have a quality of greatness that reflects what Guinness represents and the patrons at the National Indoor Sports Centre, as well as those watching it on CVM TV, will get to experience it," said Dixon. "We'll also be having an islandwide toast at 17:59 at Usain Bolt's Tracks and Records, Ken's Wildflower, The Jungle, Twisted Kilt and Irish Rovers. The toast will include Guinness specials at $150 per bottle. Following the toast to Sir Arthur at 17:59, which represents the year Sir Arthur founded Guinness, consumers can watch the concert on CVM TV."