The Musson Foundation has launched its ‘Read & Skate’ programme, an initiative at Freedom Skate Park designed to expose young skaters and children from nearby communities to career opportunities in the creative industries. 

The programme reinforces the Foundation’s commitment to fostering creative talent in Jamaica and inspiring youth to think beyond traditional career paths.

Launched on March 13 at Freedom Skate Park in Kingston, introduced participants to a specially curated reading session featuring ‘Future Makers: A Guide to 30 Creative Careers‘, a children’s book by author Joel Nomdarkham. The book highlights a wide range of opportunities in creative fields such as animation, music production, fashion, and digital media—encouraging young minds to imagine careers that align with their passions and talents.

By merging skateboarding with youth development, Read & Skate creates an interactive space where children can explore their interests in a setting that is both natural and inspiring. A key feature of the programme included the donation of 100 copies of Future Makers to young attendees.

“In 2025, we are living parallel lives in the real world and the virtual world,” said foundation chair Melanie Subratie. “Creatives are the ones building that virtual world—every YouTube video, Instagram reels, TikTok trend, and more. This is the new consumer economy, and it’s driven by content. Jamaica must be at the forefront of designing and creating the future we all live in. It is essential that our voices, stories, and cultural influence are represented—and monetized. The world downloads Jamaican music in the millions, yet our economic benefit from this remains underreported and undervalued. We must do better at measuring and monetizing our creative output, because the creative economy is not just about art—it is about real jobs, real industries, and real economic growth.”

Nomdarkham echoed the importance of early exposure to career options in the creative sector:

“Through this partnership with the Musson Foundation, we’ve inspired and educated young people about the potential of creative careers. Future Makers showcases 30 unique career paths, helping children see that their passions—whether it’s storytelling, design, or digital content—can lead to viable futures.”

Children at the event engaged in the reading session, asked questions, and reflected on careers they had never considered before. For young skaters like Jaiquon Dillon, the experience was eye-opening:

“I never really thought about jobs like that before, but seeing all these different careers was interesting. I like skating, but now I’m thinking about other things I could do too.”

With Jamaican music downloaded by global audiences millions of times each year—particularly in the US, UK, and Africa—the country remains a cultural powerhouse.

However, according to industry insiders, current data tracking this reach remains underrepresented. Furthermore, there are significant unclaimed royalties due to Jamaican artists overseas. 

For example, according to Vision 2030 Jamaica, it’s estimated that over US$20 million in public performance royalties owed to Jamaicans remain unclaimed in France alone, highlighting the need for more effective rights administration. There is a growing urgency to ensure Jamaican creators and the broader economy reap the rewards of this global influence.