Minister of Culture, Gender, Entertainment and Sport Olivia Grange made the announcement, at the official launch of Reggae Month on Wednesday, January 21, at the New Kingston office of title sponsor Wray & Nephew. 

The launch brought together industry stakeholders, artistes, sponsors, and members of the media to mark the start of the annual celebration of reggae music and its global impact.

Reggae Month, observed each year in Jamaica in February for the past 18 years, celebrates the island nation’s most influential cultural export throughout the month – reggae music. The Reggae Month Ambassador initiative is a new feature that spotlights the musical genre’s worldwide influence through the voices of practitioners who actively contribute through their craft. 

Etana selection therefore reflects her outstanding contributions to reggae music, her consistent commitment to positive messaging, and her strong representation of Jamaican culture on the international stage.

The singer expressed gratitude for being selected to represent Jamaica and reggae at such a high level, and especially at this time.

“This February we are celebrating Reggae like never before. We will be lighting up the place with real reggae and dancehall music events all over the country and I am honoured to be part of this. To Jamaicans now in recovery mode after the vicious onslaught of the category 5 Hurricane Melissa, I say, this one is for you. Reggae Music is our culture, our music and will serve as inspiration to overcome the odds and help us to rebuild stronger,” she said.

Minister Grange, for her part, reflected on the wider context of Reggae Month 2026, noting, “We enter Reggae Month at a time when half our country is rebuilding from the devastating hurricane and when we see so much trouble in the world. It also comes on the heels of the recent passing of two of our reggae icons in Jimmy Cliff and Stephen “Cat” Coore. Their contribution to reggae music was truly phenomenal. Their creativity and artistry were one of a kind. Their passing, a tremendous loss.”

The minister also highlighted the strength of industry-led collaboration this year.

“We are especially encouraged by the strong partnerships emerging from within the music fraternity. Promoters, artistes, producers, and industry leaders are playing a more active role, with initiatives such as Dancehall Week, supported by respected promoters like Romeich Major, showing how the culture continues to grow through those who live and breathe the music,” she added.

Wray and Nephew Reggae Month is sponsored by the CHASE Fund, with additional support from the Jamaica Tourist Board and the Tourism Enhancement Fund. The month will feature a dynamic slate of concerts, tributes, industry forums, and community-based activities, reaffirming reggae’s role as both a powerful cultural expression and a unifying force for Jamaica and the world.