The Government of Antigua and Barbuda has appointed Jamaican dancehall artist Masicka as a cultural ambassador for youth development, signalling a bold move to strengthen its creative industries and regional cultural ties.
The announcement was made during Thursday’s post-Cabinet media briefing by Director of Communications Maurice Merchant, who outlined that the proposal was brought forward by Foreign Affairs Minister E. P. Chet Greene.
Merchant explained that the initiative forms part of a broader national strategy aimed at expanding the country’s creative economy, enhancing cultural diplomacy, and creating meaningful opportunities for young people.
“The Cabinet of Antigua and Barbuda approved a proposal for the appointment of internationally recognised Jamaican recording artist Masicka as cultural ambassador for youth talent development and creative industries collaboration,” he said.
As part of the programme, three young Antiguan and Barbudan artists will be selected to participate in an exchange initiative in Jamaica. The training is expected to include studio sessions, songwriting development, vocal coaching, and performance preparation, along with exposure to music producers and record labels. Participants will also gain insight into touring and the business side of the music industry, including entrepreneurship training.
Additionally, the initiative will introduce a national youth music intervention and mentorship programme, alongside a series of youth-focused creative empowerment forums led by Masicka. These sessions are intended to encourage dialogue, build skills, and deepen engagement among aspiring artistes.
Officials say the next phase will involve selecting the three participants and rolling out the mentorship and forum components, with continued monitoring to assess the initiative’s impact on youth development and the wider creative sector.
While the announcement has been welcomed in some quarters as a progressive step toward regional collaboration, it has also sparked backlash among sections of the Antiguan public.
Social media commentary has raised concerns about the use of public funds, with some questioning why a non-national was chosen over local talent.
Critics argue that the appointment undermines national identity and overlooks homegrown artistes, while others have taken issue with Masicka’s lyrical content, suggesting it may not align with the values expected of a cultural ambassador.
Despite the criticism, government officials maintain that the initiative is designed to empower youth, foster cross-cultural exchange, and position Antigua and Barbuda’s creative industries for long-term growth within the Caribbean and beyond.
