YOUR View Awards (YVAs) will begin its new chapter this evening at a launch scheduled for the Jamaica Pegasus hotel in New Kingston.

The event, formerly known as Youth View Awards, will be celebrating its 11th staging and will be held over four days — February 22-25.

Principal Karen Clarke of An Elegant Affair explained the reason for the makeover.

“We have evolved as a brand, our fan base has grown up. We started 11 years ago, so our fans who were 15 then are 25 now and we just want to include a wider range of Jamaicans,” she told the Jamaica Observer.

Clarke said the event’s opening night will see international music industry representatives mingling with local acts.

“On Thursday night (February 22) we will be having an industry party which is closed off to the public at Fiction 2.0. We will be flying down A&R executive Chris Tecca from Republic Records, which is important because the world pulls from our music and we want to help to promote our artistes; because this is where it originates. He’s gonna be here throughout the YVAs experience so he can mix and mingle and get to know our artistes,” said Clarke.

Republic Records is an American record company that operates as a division of Universal Music Group. Acts rostered to the label include Ariana Grande, Post Malone, Aminé and Stevie Wonder. The label also does innovative business ventures with Cash Money Records which boasts Drake, Lil Wayne, and Nicki Minaj.

Clarke said a live music show will be held at the Waterfront in downtown Kingston on Friday (February 23) and will feature an international artistewho will be announced at this evening’s launch. The award show will be held on the Saturday (at the National Indoor Sports Centre) and will include a bottle service. A post-party will be held on the final day called Saphed at the Jamaica Pegasus to replace the after-party.

International acts over the years include Zendaya and Pia Mia.

“We want to develop as a tourism product to broaden the scope. So you realise we have a day downtown, then by the National Indoor Sports Centre then by the poolside at the Pegasus. It’s a way to showcase our culture and the different things that Kingston can offer to tourism,” she said.

New categories including Favourite Theatre Play; Favourite Dancer in modern, contemporary or ballet (male and female); Favourite Album; and Favourite Actor (male and female) Of The Year have been added.

Last year’s staging saw a few no-shows. Clarke said that is something she has no control over.

“We have had years where the artistes come out in full, but it depends on who is nominated. Some artistes may be on tour or travelling. No one is obligated to come, but it is good to come and show your appreciation, because everyone invited is nominated by fans. You are blessed to be doing something that you love; people show you they love you, it’s a nice way to say thank you,” she said.

“There is the Actor Boys Awards which is great, but it’s your views; nothing is wrong with acknowledging them… We have stage shows like Rebel Salute and Sumfest, but there is nothing like this especially with a woman behind it. We are creating greatness and I want to pull my sisters and brothers along,” Clarke added.