Getting excited about our culture - JCDC rebranding puts some oomph in festival activities

Sadeke Brooks, Staff Reporter

To remain relevant to the society, the Jamaica Cultural Development Commission (JCDC) has embarked on an overall rebranding exercise that is being further aided by an increase in sponsorship.

Speaking with The Sunday Gleaner, Grace Silvera, executive director of the JCDC, said: "It is an overall image rebranding, modernisation, revitalisation with the look of our logo, offices, receptionists, how our programmes are presented and a higher entertainment value at our events."

She added, "The rebranding is not just the physical rebranding but the programme impact and the overall results. We incorporated new and fresh elements to the rebranding."

In making this possible, Silvera said the programmes are executed tighter and are more entertaining. The activities on the programme are also more carefully selected and more rehearsals are done.

There are also physical improvements as the JCDC's head office has been refurbished, there is a new gift shop, museum and a staff lounge which is part of the agency's employee wellness programme.

Even at the events that are staged around the island, Silvera said special emphasis is now being placed on ensuring that the programmes start on time and have a greater entertainment value. There have also been improvements in the set, backdrop, stage and décor.

Silvera said the rebranding was decided on by the Minister of Youth, Sports and Culture, Olivia Grange.

"The JCDC, like any great brand, has been around for quite some time. The JCDC is now 47 years old. The minister, as part of the government's strategy for cultural development, wanted to revitalise and rebrand JCDC to ensure that it continues to remain relevant and recapture the interests and imagination of the younger generation," she told The Sunday Gleaner.

"One of the reasons for the rebranding is to create a solid and a firm foundation for the 50th anniversary of the JCDC, which will coincide with the Olympics in 2012."

While there are still gaps in the budget for the activities the JCDC has planned up to Independence Day, the organisation has been fortunate as it gained some new sponsors to complement the existing ones.

Some of the major sponsors this year are Fidelity Motors, Claro, Cals Manufacturing, GraceKennedy, Singer, Berger Paint, Soft-Sheen Carson, Continental Bakery, City of Kingston, Christar Villas Hotel and Pepsi Cola.

"It's a very challenging economic environment but corporate Jamaica has been great. They have bought into the vision. We do have repeat and new sponsors who recognise the value of development and preservation in showcasing of our culture. We do need more help to carry out the programmes," Silvera said.

Developmental workshops

Leading up to the Grand Gala, the JCDC has been staging a number of events. Already it has staged the National Children's Gospel Competition, Bob Marley Regional Symposium and inaugural Schools' Debate Competition. The Festival Queen and Festival of the Arts competitions are now at the parish level.

The Festival Song Competition has already started and the top-10 finalists have been selected from 250 entrants. The finalists are now in a series of developmental workshops which include wardrobing, speech, deportment and etiquette. In addition, they are completing a compilation album for the launches of the Jamaica Gospel and Festival Song competitions at Mandela Park, St Andrew, on May 26 and 28, respectively. Afterwards, the road shows for the Festival Song Competition will commence.

"I am excited about the Jamaica Festival Song Competition. This is one of our marquee events which needs a greater thrust. For the first time in the history of JCDC, we are going to be marrying sports and music," Silvera said.

"We are going to be staging a Jamaica Festival Song Race Day at Caymanas Track. There will be 10 races, each race named from the 10 songs in the finals. We want to bring back those days when Jamaica rocked to the festival song and had this feeling of national pride and patriotism."

Silvera is also convinced that the JCDC can provide much more than just entertainment.

"The JCDC is not just about putting on events, we are catering to the development of the social and human capital of Jamaica. The events are just vehicles through which we unite this country and call this country to stand together during this tough crisis," she said.

"If there is any agency that can unite the country through music, entertainment and the culture, it is the JCDC and that is what we want to accomplish this year."

Meanwhile, Silvera was not willing to say much about the Grand Gala, which is one of the main events on the JCDC calendar.

"I want that to stay as a surprise. But yes, there will be newness and the Grand Gala is an event we know is greatly anticipated. We hope to keep that anticipation and to ensure that we meet and in some cases exceed expectations. The Grand Gala will put an exclamation sign at the end of all the celebrations that we are doing, starting from now to then," Silvera said.

While there will not be any new events as part of the festival season, she said there are hopes of getting international funding for some new activities that the JCDC plans to embark on later this year.