Bank of Jamaica says free concerts help comms strategy

The Bank of Jamaica is continuing to employ an unorthodox communication strategy for central banks, hosting a lunch-hour concert series. 

The central bank says the concerts aim to bring together the community, especially pensioners, and central bank staff for reggae and “cultural enrichment”. 

Noel Greenland, executive director of communication, tells Central Banking the concert series started over two decades ago. Through the concerts, “the bank engages the public and is provided with an opportunity for us all to, in the words of Bob Marley, get together and feel all right!”

The central bank hosted this year’s free concert, which it funds as part of its community development efforts, on February 16. Many of the concert series’ recent performances are available on the Bank of Jamaica’s YouTube channel, including the most recent concert.

Fabulous Five Inc, Gem Myers, and Bagga Case performed at the last concert. Greenland says they were selected based on their veteran status in the Jamaican music industry and that their “huge fanbase spans several age groups”.  

When asked who attended the concert, he says: “The audience consists primarily of pensioners but also includes students and members of the communities around the bank.

“Reggae music is a huge part of our culture that reflects the creativity of reggae artistes, the consciousness of our people, our viewpoints on current affairs, both local and international, and promotes positive sentiments regarding justice and equality.”