KINGSTON, Jamaica — On Thursday night dozens of ‘fashionistas’, entertainers and dancers turned out at Club 689 by Brian Lumley in New Kingston for the staging of the Youth View Awards (YVA) pre-party. 

The event, hosted by Pepsi Jamaica gave those present a preview of what to expect at Saturday’s staging of the awards at the National Indoor Sports Centre. 

Throughout the night, dance groups such as Card Unit, Ravers Clavers and Raddy Rich and Friends captivated guests with their creative, acrobatic dance moves.

As the clock moved closer to 1:00 am, several teenage guests and media personalities made their way to the exit. However, they had no intention of leaving. 

YVA special guest Zendaya was minutes away from making her appearance at Club 689.  The teenage singing and acting sensation appeared extremely jovial when she entered the venue showing off a few dance moves of her own before being whisked away for a photo session.

Personalities from the entertainment scene who mingled with the small gathering included Voicemail, Ding Dong, Jah Bouks, Gaza Slim, Jay Will, Mystic and Prodigal Son.

The YVA’s — now in its seventh year — aims at celebrating people in the entertainment fraternity through their teen and young adult fans.

According to organiser Karen Clarke the YVA’s is still a growing brand and as a result several elements are added to this year’s staging. This includes an online App which will give voters an avenue to digitally register their vote.

“This year, we will also be merging the males and females for the category Favourite Dancehall Artiste of the Year.  We wont have a separate category for male and females, as is the norm. The same concept will be done for the Category Favourite Dancer. Past winners include I-Octane, Sean Paul and Olympic athlete Warren Weir.

Also caught up with the YVA’s excitement is major sponsor Pepsi Cola Jamaica.

“Our company is honoured to be on board as the YVA’s caters to the youth and young adults.  This is an avenue for them to let their voice be heard and Pepsi Jamaica is total support of that,” said the company’s Brand Manager Carla Hollingsworth.

Simone Morgan