Newly minted Reggae Month Ambassador Etana is fired up about her role and is ready to showcase Jamaica’s music to the world.
“I think it’s a fantastic opportunity to work alongside the JCDC and Minister Grange to inspire the world to come to Jamaica in February. It is a time when we pay special attention to reggae music and it’s a fantastic opportunity to show the world the best of us.”
The Ministry of Culture, Gender, Entertainment and Sports through its lead agency the Jamaica Cultural Development Commission (JCDC) is hosting or endorsing more than 50 events in February and Etana has been chosen to represent the industry.
“My role is to show up at some of these events and highlight them using my social media platforms, build awareness through interviews and generally to to engender an atmosphere of great vibes and positivity.”
The Reggae Month Ambassador initiative, a new feature of Reggae Month, observed annually in February for the past 18 years, aims to spotlight reggae’s worldwide influence through the voices of practitioners who actively shape the genre’s legacy. Etana was selected for her outstanding contributions to reggae music, her consistent commitment to positive messaging, and her strong representation of Jamaican culture on the international stage.
“There is a lot of work cut out for me in February but I am up to the task. With so much happening in the industry recently the time is now to put in greater works and ensure that our foundations remain strong.
The Jamaican music industry has been hemorrhaging in recent times with the deaths of Jimmy Cliff, Stephen “Cat” Coore, Sly Dunbar and other giants of the music.
Etana reflected on the period. “It’s been a rough time recently. It’s like watching generations of legends go one by one but at the same time I’m witnessing a new set rising up. It makes me reflect and look at life a little differently. Here we have an opportunity to do the best and inspire those coming after us. It’s so much to take in at once but I am glad that I was able to experience some of these legends like Sly and Robbie and Jimmy Cliff”
As for the pervading argument that reggae music is dying internationally, Etana rubbishes such claims.
“Prior to Covid reggae festivals all over the world were thriving and popping up much more than they are now. But reggae festivals are still attracting over 200,00 people in Europe. Reggae is much bigger in Europe than in the United States and there is a big difference between both markets. I hear people saying reggae is dying but if they should travel the world like we do they would see it is not so at all. All the festival and labels would have to close before reggae goes to sleep.
“What we are seeing is that the changes in technology create an impression but because we knew things to operate one way and that is changing it doesn’t mean that reggae is dying. It is simply moving in a different direction.
Etana is one of Jamaica’s standout female artistes. She remains highly relevant in an industry where women have struggled for decades to make it on merit. But she’s seen where things have changed and female artistes are now able to advance and progress without the shadow of male influence and dominance.
“When I came into music there were a some female artistes like Marcia Griffiths, Tanya Stephens, Lady Saw, Queen Ifrica, and Lady G to name a few. But now we have many more and we acknowledge that females have to work twice as hard as males but that is true in every industry.We learned how to fight for the mic just like many males did and now we are our own producers and promoters. In this time we are respected a little bit differently. Sexual exploitation has been a major problem for a long time but thankfully we are seeing less of that and women are now able to stand up and fight for their own without having to satisfy the demands of male captains of the industry.”
Some time ago Etana had decreed that she would never make another album but she has since revisited that decision. “I made a U turn some time now. The way the business of music has changed I thought recording an album, didn't make sense so soon after I realised that people were still purchasing albums, I realised that there's so many fans who are collectors of vinyl. So my outlook has changed significantly.
And what’s in the works for the songstress? “I will be releasing a new single in February. There is so much to come in this year and I’m looking forward to all of it. I toured all of last year so this year I have a short tour in April in Amsterdam and England. I want to take the time to create the music and promote it properly.
She is encouraging up and coming artistes to take the value of their work seriously and be judicious about the partnerships they form and the deals that they make.
“ If I were an upcoming artiste I would first like somebody to tell me to ensure that I value every piece of work I create like gold I would want them to tell me that every work I create brings new life that requires a document like a birth certificate or a a land title. Lots of people still do not have an appreciation for the value of intellectual property and they walk into a studio and walk out without owning their masters or anything concrete. When you walk into the studio as an artiste the first thing that should be done is to establish that agreement as to who owns the master and what your what your publishing split will be in terms of who created the lyrics or the beat etc.
“That song will outlive everybody because there is value and that value has to be protected and passed on for the creation of generational wealth,” she said.
Etana began her life as a recording artist in the year 2006. She gained recognition with her distinctive blend of reggae and pop influences, establishing herself in the music industry through her melodic sound and compelling lyrics.
Over the years, she has evolved as an artist, releasing several albums and singles that have resonated with fans both locally and internationally.
Etana has a solid catalogue of music including a variety of themes and messages, reflecting her journey and the socio-political landscape surrounding her. Tracks such as "I Am" and "Reggae" showcase her powerful vocals and lyrical depth, while addressing personal empowerment and unity within the global community.
Her commitment to social issues is evident not just in her music but also through her philanthropic efforts. “I feel it’s essential to give back to the community that supports you,” she states emphatically.
Etana has been involved in various initiatives aimed at helping underprivileged youth in Jamaica, focusing on education and the arts. She believes in the transformative power of music to inspire and uplift, and she often uses her platform to advocate for change.
“It’s not just about me,” Etana explains. “As artists, we have a responsibility to our communities. Our voices can echo the struggles and triumphs of those who feel unheard.” This belief aligns with her desire to collaborate with other talented singers and musicians, as she understands the importance of unity among artists.
As she reflects on her journey, Etana expresses gratitude, not just for her achievements, but for the lessons learned along the way. “I’ve faced my share of challenges, but each one has taught me resilience and the ability to adapt,” she says. With her new single on the horizon and a clear vision for the future, she is ready to continue making waves in the reggae world and beyond, inspiring others as she carves her path forward.