By Hadley Catalano

For almost four decades a brotherhood of musicians has made a lasting impression on the movement of reggae music. Known as the “Reggae Ambassadors,” Third World, one of the most internationally recognized reggae bands to come out of Jamaica, continues to share their musical family, message, and song with the world.

Kicking off their 39th year of touring and welcoming in their first shows of 2012, Third World will be spreading their universal message of love and peace throughout the Hawaiian Islands, beginning in Hilo on Thursday, February 16 at the Palace Theatre at 7 p.m.

The legendary five-member ensemble, now featuring reggae greats guitarist/cellist Stephen “Cat” Coore, lead vocalist William “Bunny Rugs” Clarke, Richard “Richie” Daley on bass, Tony “Ruption” Williams on drums, and Norris Webb and Maurice Gregory on keys; helped to popularized the genre’s political, progressive and timelessly poignant themes, housed inside the uplifting tempo of reggae.

“It’s the heartbeat, thump, thump, thump,” Bunny Rugs explained about the rhythm of reggae music, in a phone interview with Big Island Weekly, before vocalizing the importance of reggae’s message. “We speak to every social condition, political, every aspect of life. We speak about God openly, putting forth the rhymes, sounds and songs of our way of life, our culture of Rastafari. The music comes in its colors and message, with a positive message. It’s not just the music that has a wide appeal, it changes people’s lives.”

Rugs sited an example of one of Third World’s most recent trips to Budapest, Hungary, in which a staggering sized audience turned out hear the concert.

“My wife was amazed. Half a million Rastafari in the crowd. It’s changed people’s lives, it has changed culture, it’s powerful music and it’s getting bigger.”

This mission has, for the 10-time Grammy nominated group, been a binding call to arms to continue to express the plight and power of the Jamaican culture and music. As a relatively new genre reggae music was founded in the 1960s around the time of the island country’s independence. While it had a slow, regulated start out of its homeland reggae has gained international attention and has easily become one of the most widely recognized and influential categories of world music – featuring popular artists not only from the Caribbean, but worldwide, including the United Kingdom, Germany, and the U.S.

“Jamaican radio didn’t even play reggae music for a while,” Rugs explained of reggae’s beginnings, noting that now with the technological advances and the Internet, Third World has been able to reach audiences more efficiently. “It took years for Jamaican music to reach the public. People were struck by the music. It’s hypnotic, God’s music. There has never been any major financial backer of this music, there was no real promoting, and it came about by itself. It goes to show you how powerful the music is.”

While its easy availability, timeless all encompassing message, and a catchy beat might explain reggae’s current universal appeal, it’s Third World’s brotherhood, their characteristic sound and personal projection of their music that has allowed the band to maintain their longevity. Rugs, most noted for his distinctive voice, have unquestionably contributed to the distinct Third World sound. However, Rugs explained, his voice is just one aspect of an overall unique sound that has allowed the band international success with hit singles including: the cover version of Gamble & Huff’s, "Now That We’ve Found Love," "96 Degrees in the Shade," "Cool Meditation," "Dancing on the Floor," "Try Jah Love," (written by Stevie Wonder), "Sense of Purpose," "Forbidden Love," "Reggae Ambassador," "Committed," and "Reggae Party."

“Cat is an exceptional guitarist. Like Carlos Santana, he has a unique sound, when Cat plays I know it’s him, he has an identifying sound. And Richard, he takes the instrument onto himself; you know it’s him on the bass. Nobody has that feel, that touch. Then when you hear the voice, you know its Rugs. Each individual has his sound and when you put it together it makes the Third World song. We’re not trying to cut on anybody else. Once you hear Third World, you know it’s Third World.”

It is through a blending of voice, instrument and solid foundation in African rhythms, Jamaican reggae and folk music that has carried the group across the globe, to reach a worldwide fan base.

Aided by their genuine adherence to their passion, setting ego and putting their difference aside Third World has continued to maintain focused on their musical relationship.

“We’ve been brothers for so long, nearly 40 years we’ve been together, it’s a brotherhood thing. We are family and despite our solo projects we’ll always be together,” said Rugs, before mentioning that the group exudes a vibe and closeness that can only come with time and love for one another and a focused purpose. ” The reason we are paid, the reason we get to travel the world is that we speak what we preach. We live what we practice, the culture, the food, the lifestyle.”

While remaining rooted in their message and sound, Third World brings an entertaining and energetic live performance. The high quality sound and old favorite tunes will be fused with songs from Third World’s 23rd and latest album “PATRIOTS” (produced by Third World Music Group – the band’s newly formed label), which hits stores in 2011. The 13-track album features a number of guest artists joining the tight-knit group, including: Stephen and Damian Marley on "96 Degrees," "Front Door" with the late Gregory Isaacs and "By My Side" with Tessanne Chin.

Third World’s Hawaii performance will be ushered in by the opening acts of the islands’ own Paula Fuga and Mike Love, both of the O`ahu based band Dubkonscious.

This is an all ages show and tickets are available in advance at www.hightideconcerts.net, Groove Tickets at http://fla.vor.us/groovetickets or 1.855.2.FLAVOR, or at CD Wizard in Hilo, or at the door. For more information visit www.thirdworldband.com.

Third World Reggae Band

Thursday, February 16

Palace Theater, Hilo

Doors 7 p.m./ Show 8 p.m.