Etana, dubbed Strong One, named Jamaica's first Reggae Month ambassador

The Ministry of Culture, Gender, Entertainment and Sport has named Etana as Jamaica’s first Reggae Month ambassador for 2026, handing the role to an artist long identified with messages of uplift and resilience. Minister Olivia “Babsy” Grange hailed the selection as a national endorsement of Etana’s career and cultural reach.

“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,” Minister Grange said, positioning the singer as a public face for Reggae Month observances.

Etana accepted the appointment with a focus on reggae’s social purpose and the need for positive music in public life. “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. She added a call for broader airplay: “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.”

Born Shauna Gaye Melissa McKenzie in Kingston and raised in August Town, Etana built a career that marries roots reggae with soul and R&B influences. The singer-songwriter released the single “Wrong Address” early in her rise; the song, inspired by an aunt’s experience of being pressured to misrepresent her home, drew heavy radio rotation and reached the number one position on several Jamaican charts. Etana’s debut studio album, The Strong One, appeared in June 2008, and she has since released a string of albums that charted on the US Reggae list, including Free Expressions (2011, US Reggae no. 11), Better Tomorrow (2013, no. 7), I Rise (2014, no. 1), Reggae Forever (2018, no. 1), and Dimensions (2019, no. 7). Her work blends acoustic folk, roots rhythms and neo-soul strains and reflects influences ranging from Bob Marley to Sizzla.

The appointment comes after national recognition: Etana was conferred with the Order of Distinction in the rank of Officer in 2025 for her contribution to Jamaican music. The singer also carries international credentials, having earned Grammy nominations for Best Reggae Album at multiple ceremonies, underscoring her visibility on the global stage.

For community audiences and reggae programmers, Etana’s ambassadorship signals a campaign to foreground positive, roots-based music during Reggae Month. Expect the ministry and Etana to roll out related events, broadcast features and public appearances tied to the observance. For fans and promoters, this is a moment to amplify homegrown playlists, book local shows and support the women-led threads of reggae that Etana has championed throughout her career.