Yardmas brought the vibes!
IN its second showing, Yardmas Carnival brought the musical heat and vibes through the streets of Kingston during Sunday’s road march and parade.
With a cadre of experienced DJS, including DJ Mindless, Bloodline Franco, Brush1, Fyahman, Chromatic with Creep and JR, Richie Ras, and DJ Sinistar, revellers had a grand time with the hottest songs of the year and those from the past providing the soundtrack.
The procession started on Arthur Wint Drive as the trucks with costumed revellers made their way along the thoroughfare heading along Oxford Road to New Kingston, then onto Knutsford Boulevard and along Trafalgar Road.
As soca music filled the air, curious onlookers converged along the sidelines to catch a glimpse of the activities.
“Bro, I’ve loved soca music since I was seven years old... The vibes looking good,” a reveller who identified himself as Henry shouted as he made his way along the procession.
“This is my first year participating in Carnival, and I chose to jump with Yardmas. I’m here for the experience and I also got the time off from work. I saw people posting about it last year on social media and I decided to check it out,” said Jahzeal, who says he works in the business process outsourcing sector.
“The Yardmas vibes, that’s what keeps me coming back. It’s my second year, and I am not the least disappointed. The place is hot, but is pure vibes and liquor,” said Shamari, who wore a costume called Dream Girls.
Initially, the sun bore down on revellers, but as the day wore on gushes of wind brought momentary relief.
“The vibes, the music, the sexy men, those are what keep me coming back to Yardmas,” said Carol, who said she works with a popular entertainment company.
Singer Shawn Antoine was seen among the revellers on Trafalgar Road.
“This is my second year and it’s all pure vibes. Yardmas brings the energy and the girls look hot,” he reported.
Brand coordinator at Pepsi Jamaica Karonna Atkins said her company recently unveiled a new logo and decided to use its association with Yard Mas to share the new look.
“This year we’re unveiling our new logo, so it’s like the perfect opportunity... Hydration for the revellers is big on the road. Pepsi is the brand that speaks Jamaican culture as it pertains to music, that’s the life of Pepsi. So we have a truck on the road with the new logo, so it ties in perfectly with the synergy, the music and the dancing,” said Atkins.
For his part, Mother’s Junior Brand Manager Ryan Riley shared: “Mother’s has a plethora of facilities and experience in food, and we could deliver a diverse menu for Yardmas and the revellers. The partnership just made sense.” Last year Campari signed on as a major partner with Yardmas. Pavel Smith, marketing manager at J Wray & Nephew, distributors of Campari, said the partnership aims to unify the culture of Carnival in Jamaica.
“It’s carnival in Jamaica and we are doing it big. This is our second year and we’re trying to unify the culture of Carnival in Jamaica. Campari again is showing up big and we also have Hennessey partnering with these bands to heighten the experience,” said Smith.
He continued: “We all recognise what this Carnival experience can do for the tourism sector, the economy, and the smaller entrepreneurs like the peanut vendors, the jerk chicken vendors, the vendors that sell water and drinks on the streets. Everybody benefits.”