Clarke upbeat about YVA's growth

Leighton Levy, Gleaner Writer

Karen Clarke, promoter of the Youth View Awards (YVAs) set for February 5, at the National Indoor Sports Centre, St Andrew, says she is encouraged and very excited by the pace at which the four-year-old awards show has grown. The YVAs has been open to the public for three years.

Clarke feels that the show has grown because it gives voice to the youth. "The response has been overwhelming because the demographic feels like it's their voice," she said. "They're the ones who determine who is nominated, they're the ones who determine who gets invited to perform and they're the ones who determine who ultimately wins the awards."

Among the nominees for awards at this year's event are Vybz Kartel, Mavado and Aidonia, who are all up for Male Dancehall Artiste of the Year. Ce'Cile, Tifa and Spice are in the hunt for Female Dancehall Artiste of the Year. Sean Paul, Shaggy, Richie Loop, Yendi Phillips, Tami Chin, Ding Dong, and Chino are among several entertainment industry players who have also been nominated for awards.

The ceremony will be hosted by 106 and Park's Rocsi, along with the celebrated DJ Bambino.

Star power aside, Clarke, who is CEO and president of An Elegant Affair Events Limited, the company staging the awards show, is excited about some elements that will be introduced for 2011. "For international awards shows, what they usually have is something called the 'Gifting Suite', where all the nominees go to get their trips to Europe and their Louis Vuitton bags," she said. "We're not there yet, but what we have is that our lead sponsors Pepsi, Digicel, Credit Unions of Jamaica and KFC have worked with me to put together a Swag Lounge for the artistes."

Artistes will be able to choose gifts as they please. Not to be left out, members of the audience will also be able to win gifts from the lounge. Selected fans will be in the Hype Box, from where they will be able to get up close and personal with the performers on stage.

Pepsi's marketing manager Carlo Redwood says YVAs was a natural step for Pepsi, which has launched a marketing campaign using music as its main vehicle in aiming to strengthen its market share in Jamaica. Pepsi was involved in the selection of the Infamous Dancers during the production of a TV show called 'On the Verge - The Quest for Talent' and the dance crew will perform at the YVAs. Pepsi will also be hosting all the nominees at a YVAs party at the Fiction Nightclub on February 3.

The soft drink company had taken a break in sponsorship from the show and Clarke is very happy to have them back. "I'm really excited about Pepsi coming back on board," she said. "They're all about the music, they're all about the YVAs and Pepsi is the perfect fit."