The Caribbean Music Awards is more than a show—it’s a cultural movement. Behind the scenes, consultant producer Janelle Abraham is helping shape that vision by blending creativity with business. From securing global sponsors to aligning networks and forging partnerships with platforms like TraceTV Africa and Hot 97, she is focused on elevating Caribbean music to the world stage. Her role centers on building bridges—between artists, audiences, and continents—ensuring the awards celebrate heritage while driving the sound forward.
What does your role as a consultant producer for the Caribbean Music Awards involve on a day-to-day basis?
I bridge creativity and business. On any given day, I’m speaking with networks, aligning sponsors, and making sure the show represents Caribbean culture at the highest level. My job is to make sure the vision connects with the right partners and reaches the right audiences.
You mentioned helping forge key partnerships. How did the connection between TraceTV Africa and the Caribbean Music Awards come about?
I recognized the synergy between Afrobeat and Caribbean music. TraceTV Africa has been instrumental in pushing African sounds globally, so I reached out to align our platforms. It was about building a bridge that felt natural and powerful, and now they’re a major partner.
Why is it important to create stronger ties between the Caribbean and African music scenes?
Because the music is family. Afrobeat, dancehall, reggae, soca—they share the same heartbeat. Strengthening ties isn’t just about markets, it’s about uniting cultures and amplifying a global sound.
Hot 97 is a well-known name in radio. How do you see their involvement shaping the reach of the awards?
Hot 97 is a global cultural authority. Their involvement means we’re putting Caribbean music on the same stage as hip-hop and R&B. It helps push the sound to audiences who might not normally experience it, and that’s how you grow a movement.
Securing JetBlue as a sponsor is a big move. What does that partnership mean for the event and its future growth?
That was a partnership I personally brought in, and it means everything. JetBlue represents a real connection between the U.S. and the Caribbean. Having them on board gives the awards credibility, visibility, and momentum to grow into a world-class annual event.
The awards will feature artists such as Busta Rhymes, Joey Bada$$, YG Marley, and Kranium. What can audiences expect from the performances?
They can expect unforgettable cultural moments. These artists represent Caribbean heritage with global influence, so you’ll see powerful performances, unexpected collaborations, and moments that honor our roots while showing where the music is headed.
How do you see the Caribbean Music Awards positioning itself among other global music award shows?
The CMA is carving its own lane. We’re not trying to copy—we’re building something rooted in authenticity. I see it standing alongside shows like MTV, Netflix specials, and even the Grammys, but with a Caribbean identity that makes it truly one of a kind.
What moments are you most excited about as the event approaches?
Seeing unity. Watching artists from different islands and even different continents stand on one stage together—that’s bigger than music. It’s culture, it’s history, it’s pride.
In your view, how can events like this influence the way Caribbean music is received on the world stage?
It shows the world this isn’t niche—it’s global. By giving Caribbean music a platform with structure and recognition, we’re putting it in the same conversation as the biggest genres in the world.
Looking ahead, what role do you hope to play in continuing to build bridges between different music markets?
I want to keep being that connector. My focus is on opening doors and creating pathways between Africa, the Caribbean, and the U.S. My goal is to make sure Caribbean music gets the infrastructure and recognition it deserves worldwide. Beyond the awards, I’m also the executive producer of The Promoters, a project that tells the story of the promoters who have brought some of the biggest artists to the stage. They’ve been the gatekeepers and culture shapers for decades, and I want to make sure their impact is documented and celebrated as part of the global Caribbean music story.
Be’n Original
