Plans for a so-called “Straight Pride” in New York, promoted by a reggae music label, appear to have backfired.

The event, due to be held last weekend, was billed as “a chance for heterosexuals to gather together and proudly embrace their sexuality and celebrate reggae, dancehall and family in love and unity.”

However, gay blogger Joe.My.God turned up at the advertised meeting point at 10am on Sunday to find he was the only one there.

“I did see a good number of cars whizzing by that were festooned with flags from Jamaica and other Caribbean nations, but those were probably just folks getting ready for tomorrow’s massive West Indian Day Parade,” he wrote.

“Just to make sure I hadn’t missed the fun, I popped into a few shops to inquire if anybody had seen a parade this morning. The manager of Raquel Shoes told me, “I’ve been here since 8:30am. It’s been totally quiet all morning.””

The “Straight Pride” was promoted by record label TCOOO, who claimed “the gay community went after artists … we decided that we must make a show of strength.”

There is no mention of the event on their website.

Reggae performer Jango Fresh said in a press release at the height of the “Straight Pride” hype last month:

“The Straight Pride parade is a great idea because when a song like Hit Them Hard by my label mate Stapler can be banned just because it stresses the importance of a male and a female in every family, it is a sign that heterosexuals need to wake up.”

The song in question contains the lyrics:

“Jah Jah gonna hit them hard
All the men who visit men backyard.”

In the end Straight Pride turned out to be a non-event.