The Antigua and Barbuda Festivals Commission (ABFC) is calling on media houses and local artistes to strengthen their commitment to promoting Antiguan and Barbudan music, warning that the country’s cultural identity must remain central as Antigua Carnival continues to grow.

The appeal came during a recent ABFC Board meeting that brought together representatives from radio, television, print and online media, along with members of the National Soca Fraternity of Antigua and Barbuda (NSFAB), for discussions on the future of the local music industry.

ABFC Chairperson Ambassador Elizabeth Makhoul said while Carnival has expanded significantly—with more than 200 fêtes now taking place throughout the season—the nation’s music must continue to define the festival.

“The growth of Carnival is something we celebrate. However, that growth must never come at the expense of our own artistes or our cultural identity,” Makhoul said.

She emphasized that media organizations have a critical role in shaping public taste and ensuring that local music receives the exposure it deserves.

“If we don’t champion our own music, no one else will. Protecting our music is not simply about Carnival; it is about safeguarding our legacy for future generations,” she added.

The Commission also pointed to the investments already being made to support the local creative industry.

These include the ABFC Legacy Programme, professional development masterclasses, international performance opportunities for artistes, and the Government’s investment in a modern Cultural Centre that will feature state-of-the-art recording studios and creative spaces for musicians and entertainers.

As part of its recommendations, the ABFC encouraged broadcasters to increase the rotation of Antiguan and Barbudan music throughout the year rather than limiting airplay to the Carnival season. It also urged media houses to develop programmes that consistently spotlight local artistes and their work.

The Commission noted that support for local content will also be considered when advertising and promotional partnerships are awarded during the Carnival season, with media houses that actively promote local music and culture likely to receive favourable consideration.

The discussion also highlighted the responsibility of artistes to actively promote their own careers.

Representatives from NewCo and ZDK observed that while media outlets remain willing to support local talent, many artistes fail to take advantage of promotional opportunities. They noted that interviews are often postponed or cancelled and encouraged performers to become more proactive in engaging the media and building their personal brands.

However, representatives from ABS Television and Radio, Pointe FM and WTP Radio reaffirmed their commitment to supporting local music through regular airplay, interviews and promotional features.

The meeting also addressed concerns from media practitioners regarding coverage of major Carnival events.

In response, the ABFC announced plans to construct a dedicated Media Booth above the bleachers at Carnival City. The elevated facility is expected to provide accredited journalists and broadcasters with an unobstructed view of the stage, improving the quality of live coverage, photography and video production for audiences at home and abroad.

The Commission described the meeting as productive and necessary, stressing that the continued success of Antigua and Barbuda’s music industry depends on stronger collaboration among artistes, media houses, promoters, government and cultural institutions.

With preparations for Antigua Carnival 2026 accelerating, the ABFC says it remains committed to strengthening partnerships that will ensure Antiguan and Barbudan music continues to receive the recognition and support it deserves.