Santa Cruz reggae stalwarts Thrive do the genre justice, having opened for reggae heavyweights Steele Pulse and played various reggae festivals. (Thrive will appears this coming May at the Roots Festival at the Monterey County Fairgrounds.) Thrive, however, go past the traditional sound, without losing any of the organic positive vibes. They mix in a little rock and roll and some island pop, making their sound more eclectic. Their album made it to the No. 4 slot on the iTunes reggae charts back in 2010.