For the entire month of July, Sweet 100.1FM has been spreading Christmas joy with its 2025 instalment of Christmas in July.
The campaign ends today with a series of performances from some of the most renowned Soca Parang artistes and parang bands.
Head Producer at Sweet 100, Mark Anthony, said Christmas-themed music was on the frequency all month long.
“Sweet 100.1FM is known as the Christmas station. But apart from that, we’re not just Christmas, we’re so many more things than just Christmas. But when it comes to Christmas, nobody does Christmas better than Sweet 100.1FM.”
He said the campaign aims to bring a lighter mood to the month of July.
“Some persons always remember July as the month when we had the attempted coup in Trinidad and Tobago. And we wanted persons to kind of like not forget that, but something to bring a smile to your face.”
But they are just getting started. Christmas in July is a precursor for the bigger Christmas campaign: the Sweetest 100 Days of Christmas.
“When we start with the Sweetest 100 Days of Christmas, which is on the 23rd of September. That’s when we celebrate the Sweetest 100 Days of Christmas, not to Christmas. I think a lot of persons get confused and try to tell us we’re doing it wrong, but we’re not doing it wrong. It’s 100 days of Christmas, not to Christmas. So if it’s to Christmas, it would be something like the 15th or the 16th, but we start on the 23rd, and we end on the 31st of December.”
President of The Trinbago Unified Calypsonians’ Organisation (TUCO), Ainsley King, joined the team in studio and saluted Sweet 100.1FM for another successful Christmas in July. He said each year it continues to bring a wonderful feeling to the atmosphere.
“You extend Christmas, and you promoting Christmas in a way that they can’t even say it’s dying because this thing is helping Christmas to get a boost. So I mean, this is something people don’t normally do, so kudos to whoever initiated the idea.”
The station featured a series of live performances from some of the most renowned Christmas Soca artistes and parang bands throughout the day on Friday.