Cristy Barber, VP Records‘ Vice President of Marketing and Promotions, has finally taken action to end the uneven representation of reggae acts at the Grammy awards. As an example, Barber notes that Tarrus Riley wasn’t nominated for Contagious, this year’s wildly popular lovers’ rock reggae album, nor was Queen Ifrica nominated for Montego Bay.

Billboard Magazine reports that Barber has begun a campaign targeting reggae artistes, bands, and reggae music producers regarding participation in the National Academy of Recording Arts and Sciences, the group that bestows the Reggae Grammy every year. Her objective is to increase the number of reggae-related voters in the Recording Academy in time for the 2011 Grammy nominations by at least 100 people from around the world.

Barber has gone on to tell Billboard that “the only people voting in the reggae category are those who are not in the know” and “the few who are actually voting do not represent our industry.” She explained that when a typical non-reggae member of the Recording Academy is handed a list of 40 – 60 qualifying albums, they tend to simply opt for familiar names. This process leads to the widely-criticized process that seems to favor well-known classic reggae artistes.

Currently, there is only 1 Jamaican voting on the Reggae Grammy award in the Recording Academy.

For starters, Barber will hold an industry conference in Jamaica from January 21-25 to explain the Grammy nomination process to Jamaican music executives. A key component of the conference will be a discussion of the Academy’s requirement that a Reggae Grammy nomination must be returned to the Academy’s Los Angeles offices within 2 weeks of the original postmark. This process makes it difficult for Jamaican and other international participants to vote in time, so many potential Caribbean participants never even explore the other requirements of gathering creative credits and paying a membership fee.

Barber has worked hard for several years to finally achieve her goal of allowing participants to vote electronically, via email. This year she has finally succeeded, so the postal problems will no longer be an issue for the 2011 Reggae Grammy nomination process. The form also includes a “referred by” option for new members. She promises to assist any new Academy members with the voting process if they list her as the referrer. Bill Freimuth, the VP, Awards of the Recording Academy says it’s likely that all Grammy voting will switch to an online process in the coming years.

Now she’s working to build participation and awareness within the reggae community, explaining that “winning a reggae Grammy offers a level of recognition that impacts sales, radio play and concert demands, essential elements in establishing a new generation of reggae stars. I wouldn’t be doing the genre, the artists or Jamaica justice if I didn’t embark on this campaign.”

Barber would know: she produced the 2005 Reggae Grammy-nominated Def Jamaica album. She’s also the former President of the Marley family’s Tuff Gong and Ghetto Youths labels. Her next step will be to work to add a Dancehall Grammy category.

The Best Reggae Album Grammy was first awarded in 1985 and is typically won by Jamaican reggae artists. The 52nd Grammy Awards will be held on Sunday at 8 p.m. This year’s nominees for the Best Reggae Album Grammy are Gregory Isaacs, Sean Paul, Stephen Marley, Julian Marley and Buju Banton.

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