GenXs sets the stage for Carnival 2025

The launch of the GenXs Band for Carnival Jamaica 2025 has ignited excitement for what promises to be a scorching celebration under the theme Kingdom of the Sun.

Set for April 25-28, the event will fuse Caribbean culture with improved organisation and practicality, aiming to elevate the experience for masqueraders.

Managing Director Mala Morrison emphasised her commitment to ensuring smooth coordination between bands to avoid overlapping when crossing the stage or while on the routes, an issue that affected last year's event.

"I'm looking forward to working with other bands this year to create a great carnival in Jamaica," the band leader said. "Communication across the bands is key, and we're committed to making this better for everyone."

Reflecting on the success of the previous year, Morrison noted how the stage crossing experience brought back memories of the way carnival used to be two decades ago.

"Jamaicans finally remembered what it's like to cross the stage," she shared.

Despite the challenges of having two bands cross simultaneously at one point, she assured that measures, including upgraded security practices and new team members, are now in place to enhance the experience.

A key highlight of GenXs this year is the focus on practical yet eye-catching costumes. Co-director Matthew Waddell explained the evolution of the band's approach to themes and designs. He recounted their journey from the complex 'Beauty in Chaos' theme in 2019 to the more straightforward and visually compelling themes that followed, such as last year's 'Dragons'.

"This year, it's all about keeping it simple," Waddell said.

"Kingdom of the Sun is a theme that's easy for designers to interpret and for masqueraders to connect with." Practicality takes centre stage, with a range of costumes designed to balance bold artistry and comfort.

"We have options for those who want ultra-artistic front-line pieces, but this year, we're also focused on wearability and inclusivity," Waddell said, highlighting the diverse choices catering to different coverage and comfort levels.

Co-director Kino Johnson emphasised GenXs' commitment to improvement, driven by feedback from its loyal community of 'Gen Xers.' "We take the time to go through the messages, emails, DMs, and face-to-face interactions," Johnson said. "We humbly take the feedback and criticism, and that's how we enhance the brand year by year."

Meanwhile, the launch event also spotlighted the strategic use of influencer marketing, a task led by Rush Cam, the head of influencer marketing and a popular figure in the Jamaican social media space.

"I'm here to create more unique content that speaks to each influencer's niche and audience," Rush Cam explained. Drawing parallels to vacation planning, he underscored the trust influencers build with masqueraders.

"Choosing a carnival band is like picking a vacation spot. People need someone they trust to recommend the right choice, from which costume works best to what shoes to wear on the road," Rush Cam said.