Lights. Camera. Action!
Andrew Bellamy, managing director for Yard Mas Carnival, shied away from pin-pointing a favourite among the alluring costumes that were unveiled Friday night inside the National Indoor Sports Centre.
Under the theme Premiere, Yard Mas, the new kids on the carnival block, had a runway presentation of its costumes which saw specially invited guests, media, partners and influencers experiencing the thrills and excitement in a setting depicting a movie theatre.
“Clearly I love all of them [the costumes]. We’re inspired by movies and soundtracks and that’s the reason why we went with Premiere as the name of our theme. The different costumes are unique and appeal to different demographics,” Bellamy disclosed in an interview with the Jamaica Observer.
He continued, “No matter your age, how old you are or how you are, there are movies that resonate with everybody, and there are songs that evoke a little emotion.”
The costumes were well received by those in attendance. Among the pieces were Guardians of the Galaxy, Encanto, The Lion King, Diamonds, Pink Panther, Justice League, Black Panther, and Frozen, all names derived from movies.
Yard Mas Carnival, according to Bellamy, is a fully owned Jamaican brand.
“Our vision and objective from day one, Yard Mas represents a fully Jamaican-owned brand. All of the partners that have been brought together, we love and appreciate soca, but we also love dancehall and we love Jamaica. So Yard Mas represents a fusion of all of that and we create this unique experience on the road, that’s what we are about. And then now, part of our agenda is to build the creative industry for Jamaica. So we use a lot of local designers to get involved in the process, as you know, this year we had 10 sections and five were done by Jamaicans and five from overseas.”
He said revellers and patrons are in for a great time on the road come 2024.
“They are in for a wicked time on the road. Look out for a very exclusive but inclusive experience and great customer service,” said Bellamy.
Mark Telfer, brand manager for Campari, title sponsor for Yard Mas Carnival, is upbeat about the brand’s participation in Carnival 2024.
“You can expect bigger and better. One of the fundamentals we are doing with Campari and Yard Mas is focusing on all the glitches we had this year and have improved on them 100 per cent. We are guaranteeing customer experiences, not just the reveller, but also the patrons and of course, nation-building and ensuring that we are driving entertainment,” said Telfer.
Next year, 2024, marks Campari’s second year partnering with Yard Mas Carnival. Telfer said the relationship has been good.
“It’s been an exceptional relationship and the truth is, while we are here tonight at Yard Mas, we do have other partners that collectively have created a force to reckon with. Campari, the king of carnival continues,” Telfer reasoned.