Digicel targets region with Music Academy

November 20, 2017
Machel Montano
Elon Parkinson

There are some corporate entities which take on the advancement of the creative industries. Digicel Group has joined in with the inaugural instalment of Digicel Music Academy.

"Since we are promising customers a completely new communications and entertainment experience, the Digicel Music Academy becomes part of our sponsorship portfolio that is focused on high impact partnerships which speak to our target demographics and which have a compelling entertainment offering," Elon Parkinson, regional communications manager of Digicel Group told The STAR.

Aspirants are asked to upload videos of original songs to YouTube, then submit to www.digicelgroup.com/MusicAcademy by November 26, 2017. After a voting process open to persons is the region, three singers, three songwriters and three producers will be selected.

"We've already received over 250 entries to date and we're looking forward to widespread participation from peoples of the region. We expect everyone to get excited about rallying around their favourite singers, performers, songwriters and producers," Parkinson said.

Digicel Group chose international soca star Machel Montano as the celebrity mentor. "Machel Montano is not only our regional brand ambassador and a soca icon, he's also extremely passionate about the development of young musical talent in the region. He is keen on giving back to the community through mentorship of upcoming talent and is admired by fans and aspirants around the world. It was a natural fit for us to co-opt Machel to headline what is an amazing opportunity for aspiring musicians," Parkinson said.

Qualifiers for the Digicel Music Academy will be hosted at Geejam Studios in Portland from December 19 - 22. They will be mentored and coached by Montano, along with other top music industry personalities.




Digicel Music Academy is an audience-led initiative that will culminate with one Academic landing a performance with Montano live at the 2018 staging of his Machel Monday concert in Trinidad and Tobago. "Digicel Music Academy is the brainchild of group sponsorship manager Tari Lovell, who is also a music producer. Like Machel, Tari is equally passionate about unearthing the finest musical artistes from the region," Parkinson continued.

Earlier this year, music streaming giant Spotify launched Secret Genius, a programme designed to highlight the contribution of songwriters and producers to music because their credits, which once appeared in liner notes on albums and CDs are missing from music streams and most downloads. Red Bull Music Academy (RBMA) is a world-travelling series of music workshops and festivals founded in 1998 by the energy drink brand. The five-week programme includes a festival of concerts, art installations, club nights and lectures by influential figures in contemporary music.

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