YVAs Hype Crew keeps the tradition going

Garfene Grandison, Gleaner Writer

The Hype Crew has been part of the Youth View Awards (YVAs) since inception, and as this year marks the 5th year of the award ceremony, the promoter Karen Clarke is celebrating the entities that have been on board since day one.

Apart from long-time sponsors such as The Gleaner Company Ltd, KFC, Digicel and TVJ, there are individuals behind the scenes who are instrumental in the success of the show on a yearly basis.

Two such members are Rohan Perry and Khloe Clarke who are basically founding members of the YVA Hype Crew.

The Hype Crew is a group of teenagers who are basically the foot soldiers that help to get the word out about the YVAs.

To both Perry and Clarke The Hype Crew is like a family which socialises and interacts with fans of the show, whether through social media or otherwise, to build the hype around the award show.

Being part of such a team is very important, stated Clarke. Many corporate companies really don't understand the youth demographic, so this team gives us a chance to get feedback, allowing teenagers a sense of belonging and a say about the award show."

Perry reinforced how near and dear the event is to his heart, seeing that he has been part of the team since inception.

"I realised the dream long before everybody else so I had to be part of the team, but it has really grown and I can understand when Aunty Karen says that it's her little baby," said Perry.

No-brainer

For Clarke, being part of the team was a no-brainer, as she is the daughter of Karen Clarke, who conceptualised the event. She even boasted about being in the car the day that the idea was formulated.

Since then, it has been no turning back for the Ardenne High School graduate.

Perry, on the other hand, joined the YVAs' first promotional stop at Wolmer's Barbecue, where he saw a flyer and then proceeded to make contact with Clarke about being part of the team.

Both are Hype Crew leaders and so their role is to basically inculcate into the new members the roles, behaviours and norms of the YVA nation.

How has the award show changed in their eyes?

Clarke stated that it has grown dramatically from where it was five years ago at the Courtleigh Auditorium. "The first award show was a private event where persons had to text and win and I have now seen where the support from sponsors is continuously growing as the word gets out more and more, with last year being the best show yet." Perry agreed, stating that moving from the Courtleigh Auditorium to the National Indoor sports Centre was a "great leap".

According to Clarke, her role is just keeping the event alive, keeping it on the tongues of all the patrons, and letting the youth know that it is their awards show and their chance to show appreciation to Jamaican artistry.

Perry shares the same sentiment, highlighting that the YVAs is one of the best award shows out there, and that his role is just to ensure its continued success.

The Youth View Awards takes place on February 4 at the National Indoor Sports Centre.