Newly appointed executive director for the Jamaica Cultural Development Commission (JCDC) Lenford Salmon says he wants to see more investments in culture.

Noting that the sector contributes to Jamaica’s gross domestic product (GDP) as much as any other, he said: “There’s a job to be done to convince those with the purse strings to invest more in culture. We have to because the return for the investment in culture is no different from the return to investment in any other [sector]. In fact, it’s better than investments in several other industries, because we [culture] do, in fact, pay our way.”

He explained that the contribution by cultural industries to the GDP is often not duly captured in the macroeconomic statistics and maintained that this must be corrected by the authorities.

“We must change that narrative. We have to get the authorities to recognise that it is not just people jumping up and down at the [National] Stadium, but that this thing impacts the GDP of our country. It impacts the development; it impacts building citizens of worth in this country,” Salmon said.

He said he was grateful for the opportunity to lead the organisation to its new phase of growth and innovation.

“…I am acutely aware of where the JCDC has been, where the JCDC is now, and where the JCDC needs to go. I’m acutely aware that what would appeal to a public in 1962 [and] what appealed to a public in 2012 when Jamaica reached 50 [years of Independence], may not be what appeals to a public now in 2023,” he pointed out.

“I’ve not come to the process believing that I’m going to wave a magic wand to change what happens in the JCDC. Everything I’m going to achieve can only be achieved with every hand on deck, pushing that cart towards that finish line. We need the help of everyone,” he said.

Salmon was appointed JCDC executive director in July.

He will be invested into the Order of Distinction in the rank of Officer this year.