A Fete to Forget?

As we wind down the year and prepare for the Crucian Christmas Festival, I thought it would be helpful to reflect on our beloved celebrations of culture and festivity. Life gets hectic, and festival is the best time to catch up with family and friends or enjoy hard-to-find treats like guavaberry tart. This year, I was privileged to attend St. Croix and St. Thomas’ Carnival. These distinct yet interconnected celebrations are designed to entertain Virgin Islanders and visitors alike. Yet, despite their shared heritage, a stark discrepancy in the perceived talent levels headlining these festivals raises essential questions about equity and investment in the Virgin Islands’ cultural scene and the St. Croix and St. Thomas Districts at large.

Last week, Virgin Islands social media was ablaze as the long-awaited 2024 Crucian Christmas Festival lineup was revealed by the Department of Tourism’s Division of Festivals. Crucians were dismayed as the musical lineup appeared to lack a true headliner; they felt somewhat frustrated since international reggae icon Shaggy headlined St. Thomas Carnival in May 2024, and they were expecting an entertainer of equal prowess.

This is a tricky subject to write about because some folks may deem this conversation divisive. However, at Yellow Cedar, we will not shy away from controversy. It is important to have challenging discussions. True growth comes from understanding each other’s well-reasoned perspectives, and addressing these concerns is vital to ensuring collective progress. On the other hand, dismissing someone’s well-reasoned concerns not only shuts down meaningful dialogue but also perpetuates misunderstandings, preventing us from addressing root issues and hindering cognitive development.

Is the Crucian disappointment valid? Or are Crucians whining? Anecdotally, there may be some validity to the Crucian community’s frustration. I am a die-hard reggae fan, and I could not name three of Konshen’s songs, but I could easily rattle off 20 songs from Shaggy. However, as an admitted ‘data geek,’ I always believe that the truth is in the data, and I wanted to see what the numbers said about the difference in carnival lineups. While the talent fee paid to each of these artists is non-public information (I am not sure why), we can compare their relative acclaim via publicly available sources. So, I grabbed some coffee, retreated to my office, and crunched the numbers. Here’s what I found.

Headliners: St. Thomas vs. St. Croix

Streams

Spotify, the world’s leading streaming service, provides data for all artists on its platform, which allows us to compare each artist’s relative popularity. According to Spotify, Shaggy’s most streamed song, “It Wasn’t Me,” has an astounding 1.1 billion streams. Konshens’ most streamed song, “Bruk Off Yuh Back,” has ‘only’ 98.7 million streams. In addition, Shaggy’s 5^th most popular song has been streamed more than Konshen’s most popular song. This significant gap in streams highlights the difference in global reach and popularity.

Albums

Shaggy’s albums have achieved multi-platinum status, a testament to his broad appeal and international fame. His presence on the St. Thomas stage elevated the carnival atmosphere and significantly boosted tourism, drawing visitors from around the globe eager to see a world-class performer in action.

Conversely, while talented, St. Croix’s 2024 headliner, Konshens, is less popular. Konshens is a decent artist best known within the reggae and dancehall community. However, his fame differs from Shaggy’s national, regional, or global stature. This difference will undoubtedly result in a smaller draw for the Crucian Christmas Festival, affecting tourism and local engagement. Simply put, Konshens, while respected in his genre, does not have the multi-platinum records, Grammy wins, or commercial success of Shaggy.

Billboard Hot 100

The Billboard Hot 100 is a weekly music chart published by Billboard magazine that ranks the top 100 songs in the United States. The chart is widely recognized as the definitive measure of a song’s popularity across multiple platforms, including radio airplay, sales, and streaming. The Billboard Hot 100 combines all these factors to rank the most popular songs in the U.S. for a given week. It is considered one of the music industry’s most prestigious and influential charts. A high chart position signifies a song’s commercial success and cultural impact. Songs that reach the #1 spot are celebrated as significant achievements for artists and their teams. Long-running hits on the chart, such as Shaggy’s “It Wasn’t Me” or Luis Fonsi’s “Despacito,” are often remembered as iconic cultural moments.

If you compare artists like Shaggy and Konshens, their Billboard Hot 100 performances can offer insight into their relative success in reaching mainstream U.S. audiences.

Shaggy’s Billboard success is well documented, with 8 Hot 100 songs totaling 142 weeks on the charts. Meanwhile, Konshens’ only Hot 100 hit lasted one week on the charts. It is important to note that Konshens’ single entry on the Billboard Hot 100 is a song in which he is featured by Enrique Iglesias, further illustrating his lack of mainstream appeal. 

Overall Lineup: St. Thomas vs. St. Croix

There was a discrepancy between the headliners and a vast gulf between performers for the remainder of the carnival lineup. The following table summarizes the major, non-Virgin Islands acts slated to participate in both festivals. By the numbers, the St. Thomas lineup was over five times larger in popularity compared to St. Croix’s, underscoring a significant disparity in the star power of the performers featured at each carnival.

Understanding the Disparity

The discrepancy in quality between the two carnivals points to deeper issues of investment, not limited solely to entertainment. With its more extensive tourism infrastructure and status as the capital, St. Thomas has always secured the lion’s share of government funding. Meanwhile, despite its rich cultural heritage and passionate community, St. Croix often finds itself in the shadow of its sister island when attracting its fair share of the government’s coffers.

• Funding and Size Considerations: St. Thomas Carnival benefits from more substantial funding and sponsorships, allowing for higher entertainment budgets. In contrast, St. Croix has yet to attract similar financial support, limiting its ability to secure marquee performers of Shaggy’s caliber. 

• Government and Policy Focus: Government policies and initiatives often prioritize St. Thomas due to its status as the capital, creating a cycle where more resources are directed, further enhancing its relevance. This capital-first focus results in a disproportionate allocation of funds and opportunities, leaving St. Croix behind.

Addressing the Divide

St. Croix’s Carnival must receive additional investment and strategic support to bridge this gap. Here are a few suggestions:

1. Crucians need to demand better. One of my old managers always said, “The squeaky wheel gets the grease.” The varying levels of investment, effort, and motivation are evident across districts, and the carnival is no different. In short, the St. Thomas District is better funded than the St. Croix District. Crucians must let the powers know that the status quo is unacceptable. 
2. Increased Transparency: One of the fundamental steps toward equity is ensuring transparency in funding and expenditures. It would have been great to have an income statement for both carnivals, breaking down how much was spent on headliners, logistics, and promotions. As it stands, no one knows how much was spent on what, making a true comparison almost impossible. This lack of transparency makes it difficult to assess whether resources are allocated equitably or effectively across the districts.
3. Increased Funding and Sponsorship: The government and private sector should collaborate to increase funding and attract sponsors willing to invest in an improved Crucian Christmas Festival. St. Croix deserves a first-class entertainment experience, too.
4. Expand the Crucian Economy: Money Talks. We must generate more income if we want to party like St. Thomas. Expanding St. Croix’s corporate base will increase funding for leisure activities such as carnivals. Not too long ago, HOVENSA was the leading corporate sponsor of the Crucian Christmas Festival. However, since the refinery went bankrupt, no large companies have filled that gap, leaving a noticeable void. It is imperative that we expand St. Croix’s economy—a rising tide lifts all ships.
5. Keep the Same Energy and Apply it Elsewhere:  While enjoying ourselves and celebrating our culture is essential, there are more important things to apply this energy and insight to. The funding gap is evident across the districts, and Crucians must apply the same vigilance to achieving equity for roads, education, healthcare, and other essential aspects of our daily lives.

Conclusion

While I understand that conversations like this can be divisive, that was not my intent. My intent is to provide an impartial review of the overall quality of the carnival lineups. That’s why I love data; it is not emotional. The great American philosopher Lil Wayne once said,” Women lie, men lie. Numbers don’t lie”.

Based on the data, the St. Thomas Carnival lineup was undeniably much stronger, headlined by a world-renowned artist, Shaggy, while St. Croix’s festival features a talented but less recognized performer in Konshens. This stark difference raises important questions about investment. One can only assume that a distinct funding disparity exists between the two carnivals. However, without transparency on expenses and the sources of those funds, it is impossible to draw definitive conclusions about equity. If St. Thomas’s superior lineup was made possible by private sector sponsorships, then St. Croix’s private sector needs to step up its game to attract similar talent. On the other hand, if the funding primarily came from public resources, it is time for a broader and more urgent discussion about equitable funding and the results delivered across districts.

Is it possible for the Virgin Islands to be separate but equal? Is Peter and I’s dream of One Virgin Islands possible? Those are questions to be answered later, if at all. For now, let’s enjoy the annual street party and do our best to welcome Mr. Konshens and the rest of the carnival lineup. Hopefully, this is not a fete to forget.

Stay tuned for next week’s Business Monday column, when I present my last example (for 2024) of disparity across districts. Until then, if anyone accuses me of being divisive, tell them, “It wasn’t me.”