After a series of dramatic social media teasers, Aura has officially unveiled its 2025 Crop Over band. Specially invited guests gathered at Vale View Manor, Kirtons, St Philip on Sunday for an exclusive preview of the six sections of Terra Infinita – Beyond the Ice Wall. The band draws inspiration from the perspective of those who believe the Earth is flat rather than round.
Designers Lauren Austin, Alejandro Gomez, and Shawn Dhanraj brought the six sections Geminia, Atlantis, Asgard, Scorched Lands, Valkyrie and Frost to life. Prices range from $700 to $3 000, with the higher price point for the section leaders.
Opting for an earlier costume reveal was strategic.
General Manager Rondell Jones explained: “We tried to launch earlier. There are a couple of reasons because we understand that things have changed, and these costumes are a bit more expensive. So, one of the reasons to launch earlier is to give people a bit more time to pay for these costumes and not the pressure of having to pay everything in about two months.”
He added: “It’s good to get your product out there, let the patrons see what we have to offer, and let them make early decisions so they can plan their summer from early.”
Focused on ensuring a premium experience, Aura is scaling back its numbers, reducing from 2 400 participants in 2024 to 2 000 in 2025.
Reflecting on last year’s experience, Jones said: “We did have some challenges, but overall, it went well.”
Jones addressed the misconception that bands generate large profits. “That is as far from the truth as possible. It is a very expensive event or product to put on. It takes us months of planning, even from the materials, and every year costs go up. We have to find ways to make our product still attractive and affordable, while giving value to our patrons.”
With that in mind, they are introducing a pre-Kadooment jump called Sun Mas.
“Once you pay for your costume, that is included, that is jump on the Sunday for free,” he said.
Balancing affordability and visual appeal is a priority. “We have to find a balance between giving the consumer what they want and pricings. It is okay to make costumes that are affordable, but in the era of social media, that may not be attractive to our patrons. So, we must still put out a product—not just Aura, Barbados must put out a product—that the rest of the world sees as attractive and that is one of the challenges that we have.”
Though much of their client base comes from abroad, local participation increased last year.
Jones emphasised: “It is something that we strive for, and it is a Barbadian product. Crop Over belongs to Bajans. We understand the challenges, which is trying to make sure that we create a product that can be affordable.”
Seeking to increase local involvement, Jones said, “We sit down at meetings, and we are determined to get Barbadians jumping again like ten, fifteen years ago and it’s not just Aura, this is something across the bands.”
Their Neon Carnival, launched last year in collaboration with Turnt and We Ting, returns on J’ouvert morning at a private location.
Jones recalled: “For a first-time event, we were taken aback by the response that we got.”
Aura’s post-Kadooment tradition continues with SOS, its all-inclusive cruise on the Harbour Master, which has consistently sold out.
Next year marks Aura’s 10th anniversary on the road, with major plans in motion for the milestone.
“We want to give back, and we want to do something special for next year,” Jones hinted. (STT)
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