The Catalyst


The Catalyst & California Roots Present


Jesse Royal, Thrive

Sun, February 11, 2018

Doors: 7:00 pm / Show: 8:00 pm

The Catalyst

Santa Cruz, CA

$30 in advance / $35 at the door

Sold Out

This event is 16 and over

This show is sold out but you can get a ticket on the scalper free, fan to fan ticket exchange by clicking here.

J Boog (Jerry Afemata), a reggae singer of Samoan descent was born in Long Beach and raised
in Compton, CA. He is the youngest of seven brothers and one sister who come from hard
working parents that relentlessly instilled a strong cultured household.
Currently residing back and forth between Hawaii and California, J Boog has been working
incessantly since the release of his debut album "Hear Me Roar" (2007). He followed that up
with his sophomore album "Backyard Boogie" (2011) which topped the US Billboard Charts and
iTunes charts in numerous countries.
J Boog has shared his craft & has toured around the world: Europe, Africa, Dubai, New Zealand,
Australia, The US & Japan all have felt the authenticity of J Boog.
Jerry helped pave the way for many Polynesian artists with the help of island music pioneer
George "Fiji" Veikoso. The two met in 2005. They immediately clicked and created a sound that
opened many doors for the Polynesian community. In 2008, J Boog joined Hawaii/San Francisco
based recording & record label, Wash House Music Group Inc. Together they've been on a
journey thats most promising with endless limits.
Shortly after that, J Boog teamed up with Yami Bolo & Gramps Morgan of reggaeʻs royal
family, Morgan Heritage. They embarked on a journey to have J Boog witness the culture of
Jamaican music & history. This being Jerry’s first visit to Jamaica, he was completely
overwhelmed & found himself working in historic studios: Bob Marley's "Tuff Gong Studio",
Don Corlean's "Hit Maker Studio", Bobby Digitals "Digital B Studio", Shaggy’s "Big Yard
Studio" & Sugar Minotts "Youth Man Promotions". All very prestigious recording artists &
compounds. He was constantly surrounded by several artists he had been influenced by and
many of these artists where featured on his 2011 release Backyard Boogie. Backyard Boogie
entertained a wide spectrum of reggae fans, old & new. It gave a variety of roots, r&b, lovers
rock and good vibes. Hits included: Let’s Do It Again produced by Don Corleon and Sunshine
Girl produced by Gramps Morgan featuring Morgan Heritage front man Peetah Morgan.
The success of Backyard Boogie earned J Boog Best Entertainer Award at the 2012 Irawma
Awards held in Chicago, IL. A year later, he dropped a 5 song EP called "Live Up" & a mix-tape
collaboration with fashionista powerhouse Diamond Supply Co. His most recent EP "Rose
Petals" (2016) peaked the US Billboards & iTunes Charts at #1 & was nominated for Best
Reggae Album of the Year at the 59th Annual Grammy Awards. It featured hip hop mogul
Snoop Dog & six time Grammy Award winner Stephen "Ragga" Marley. The Rose Petals EP
was just a little foreplay to what would become his next full length album called "Wash House
A true student of music; you can catch J Boog on worldwide tours across the globe, on radio
interviews or in the studio working on new material. His humility has gained him true fans
everywhere he goes while exercising, MUSIC IS THE ONLY UNIVERSAL TONGUE. Stay
Jesse Royal
Jesse Royal
born 29.4.1989
Since 2008 Santa Cruz based Pop/Rock/ Hybrid-Reggae band Thrive has been paving its path in the music world.

In October 2010 the relatively unknown band put out its album Gratitude Attitude and would shock the scene. The album would reach number four on the iTunes Reggae Charts and would start the motor for the machine that is called Thrive.

Thrive would build on its success with regional tours with front running reggae artists SOJA, Iration and Tribal Seeds, along with statewide headlining tours on their own and massive shows with other artists including Rebelution, JBoog, The Green and Katchafire.

With founders Aaron Borowitz (Lead vocals/guitar) and Kenny Rogers (lead vocals/drums) building the foundation for the band, they are now joined with seasoned trumpet player, Dan Herrera, and most recently multi-instrumentalist talent Matt Masih on keyboards and vocals.

Though going through a few members in the brief history of the band, Thrive feels that they have what it takes to make some noise.

“We found the right guys so that the chemistry is there. Our music is a reflection of our shared vision of positivity” says founder Aaron Borowitz.

May 7, 2013 Thrive released its third and most anticipated album “Relentless” which debut at number three on iTunes Top Reggae Charts and number six on the Billboard Reggae Charts. The album showed a new musical maturity for Thrive, and also featured a guest appearance by Erich Rachmany (Rebelution) on the single “Just Fine”.

Thrive is currently visiting its favorite regional/national venues in promotion for it while sharing their positive lyrics, precise musicianship and powerful four-part harmonies. Be sure to check out this up-and-coming group in its biggest year yet.
Venue Information:
The Catalyst
1011 Pacific Avenue
Santa Cruz, CA, 95060