Rebel Salute is an annual music festival held in Jamaica. It is held on January 15th of every year, the birthday of promoter Tony Rebel. It is one of Jamaica's biggest music festivals, known for its focus on roots and conscious music. Rebel began the festival in 1994 in the parish of Mandeville; it is now held every year in St. Elizabeth on the country's south coast. The festival is now billed as the Pepsi Rebel Salute after a three-year sponsorship agreement with PepsiCo. Festival producers stated they pursued the agreement as Pepsi products were more in-line with the festival's stance, which allows no alcohol and no meat. The festival has also featured dancehall performers not normally known for "conscious" lyrics by billing them under their birth name, rather than their stage name, in order to highlight their "good side", according to Tony Rebel.