In a historic move for Jamaican culture, the Ministry of Culture, Gender, Entertainment and Sport has officially named Etana as the first-ever Reggae Month Ambassador for 2026.

As a powerhouse of the genre and the only female reggae artiste to achieve two Grammy nominations, Etana is thought to represent the music’s global legacy.

Accepting the mantle with deep reverence, the “Strong One” has stated that she does not take the role lightly, emphasising that reggae is not just the foundation of her career, but the very essence of the Jamaican spirit.

For her, the ambassadorship is a commitment to protecting and promoting a genre that defines who the Jamaican people are on the world stage, and she is looking forward to bringing her signature conscious messaging to a month dedicated to the heartbeat of the nation.

“This is a special title for me because I get to continue doing what I have been doing for many years, and that is inspiring the world through positive music,” said Etana. “Right now, I have the great opportunity to let the world know what reggae music is really like in Jamaica, what it means to the people, what it means to us as a country. This is more than a job for me, and I will execute all my duties to the best of my ability,” she said.

Through the official Reggae Month 2026 calendar, Etana is expected to lead the Rhythms of Resilience celebrations. As an ambassador she will perform at selected cultural activations while engaging with different groups at events staged throughout the month.

She told the Jamaica Observer that she will be using her platform to encourage people to visit Jamaica and experience reggae music like never before.

“We encourage persons to visit Jamaica all year-round, but as we approach Reggae Month, we want to extend that invitation even more. Come celebrate reggae in the home of reggae during the month where the spotlight is on the genre in extra special ways. It will be a once-in-a-lifetime experience. This is a huge deal for me, and I want everyone to come and share in this experience with me.”

Outlining that this year’s celebrations come at a time when the island is still recovering from the catastrophic blows from Hurricane Melissa, Etana says now, more than ever, the positive vibrations of reggae music need to be amplified.

“Reggae music is positive and uplifting with messages of resilience and power and reassurance. Therefore, it is something we absolutely need at this time,” she said. “I want to hear reggae music being played a lot more, so we have less focus on low vibrational things that won’t feed the soul.”

Minister of Culture and Entertainment Olivia “Babsy” Grange, in announcing Etana as the country’s first Reggae Month ambassador, said the singer was the perfect choice as she embodied what it means to be a cultural torch-bearer.

“It is my pleasure and honour to announce Etana as our first Reggae Month ambassador. She has been flying the flag high for Jamaica and has represented us well on the world stage. I have all confidence in her abilities, and I know she will execute her duties with the pride of a nation,” she said.

Born Shauna McKenzie, Etana was conferred with the Order of Distinction in the rank of Officer in 2025 for her contribution to music. An August Town native, the singer made her début in 2006 with
Wrong Address. The single gained immense popularity, launching Etana into stardom and setting the tone for future success.

As the first woman to lead this national celebration, Etana is expected to bring more than just her Grammy-nominated pedigree to the role. By bridging the gap between reggae’s storied past and its vibrant future, she is expected to ensure that the Rhythms of Resilience theme for 2026 resonates far beyond Jamaica’s shores.

From left: Carey Wallace, executive director, Tourism Enhancement Fund; Daniel Caron, managing director, J Wray & Nephew; Reggae Month Ambassador Etana; Minister of Culture and Entertainment Olivia Grange; Billy Heaven, CEO, CHASE Fund; and reggae queen Dr Marcia Griffiths at the launch of Reggae Month on Wednesday, January 23. (Karl Mclarty)