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 re-branding.
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”