After signaling its robust support for St. Lucia’s burgeoning Creative Industries
as the platinum sponsor for Carnival 2013, the ‘Be Extraordinary’ network
Digicel, has come out strong in support of one of St. Lucia’s most
extraordinary and prolific entertainers.
At a glitzy media blitz on Thursday, June 13 to announce its new brand
evolution, the island’s leading telecommunications provider announced a major
endorsement of St. Lucia’s biggest soca and groovy icon, Ricky Joseph, known in
the entertainment industry as Ricky T.
The celebrated and decorated artiste, who boasts multiple Soca, Groovy
and Road March titles under his belt, first tasted commercial success with the
2006 soca hit, “Container”.
His signature rallying cry “Wham to Dem!” is immortalized on the 2007
hit “Pressure Boom”. It has become
as synonymous with Ricky T as that monster hit that took him from Saint Lucian
stages to the Trinidad Soca Monarch finals and later Madison Square Garden in
New York, where he performed alongside Trinidad soca legend Machel Montano.
“With 12 soca titles to his name, this is an endorsement of undoubtedly
the most successful St. Lucian soca artiste to date,” noted Digicel’s Marketing
Manager Kerchelle Jn. Charles, in making the announcement.
“As a truly extraordinary company, Digicel is pleased to be associated
with and to lend support to such an accomplished artiste, who through his music
continues to be extraordinary, distinguishing himself and by extension St.
Lucia, as a major player in the competitive music business,” said Jn. Charles.
As part of the Digicel endorsement package, which includes monetary
support, Ricky T will be used extensively in spreading the company’s new brand
ideal of ‘Be Extraordinary’ across St. Lucia. Already the versatile entertainer
has been used to voice a new and catchy ‘Be Extraordinary’ jingle that will hit
radio and TV airwaves as part of Digicel’s commercial rebranding.
Ricky T will also make several guest appearances at various Digicel
corporate and endorsed carnival activities for the 2013 season.
Among the hottest and eagerly sought after names for the upcoming
carnival season, Ricky T is the most toured local artiste with concert
appearances throughout the region and the wider world including Martinique,
Barbados, St Croix, New Jersey, Texas, Canada and the UK.
In addition to “Pressure Boom”, some
of his other popular hits include,
“Wheel and Come Again”, “Like a Jumbie”, “Cya Stop It”, “Indian Girl”,
“Mad Ting”, “Mosquito” and “Every Ting”.
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