Maxine Whittingham-Osborne, head of corporate relations at Red Stripe. - Contributed

The 40 Project Artiste students recently registered emotional tributes to Red Stripe and the HEART Trust/NTA as they began orientation for the eight-month programme aimed at making them professionals in the entertainment industry.

Some of their statements were laced with humour but there was no denying the deep sense of gratitude they felt for being given an opportunity to make something of their lives.

The motley-looking class of students that included four women had gathered in a classroom at the National TVET Centre on Gordon Town Road for what in essence was the second day of the orientation process. Donna Myrie, a senior training agent for the HEART Trust, explained that the orientation exercise is about helping the students get a feel of what life is like in the entertainment industry.

Studio tour

This week, the students will tour several recording studios and other entertainment-related businesses and they will attend sessions on money management and investment.

Some of the students were overwhelmed and when called upon by head of corporate relations at Red Stripe, Maxine Whittingham- Osbourne, bared their souls, spilling out emotions that made some of the facilitators teary-eyed.

It came out slowly at first as the students were reluctant to speak publicly. But once they started, the momentum built, each response more emotional than the one before. A lot of it was good news for Red Stripe, which had taken some heat for pulling out of sponsoring live events a couple of years ago.

"Red Stripe has started a revolution," said 25-year-old Travis Davis, who explained that the brand had lost favour with youth in the ghetto after they ceased sponsoring live events.

"It's good to see them move from that side to this side. You sit down and decide that you not going to cut off dancehall but you are going to try and see if you can make dancehall what everybody knows it can be."

Other students said the programme gives them the opportunity to make their lives better. None of those statements was more poignant than the one delivered by a student who introduced himself as Black Suede.

"This is really a dream. It's a blessing. Me neva have nobody fi talk to before me get the call fi come here," he said. "Me say Jah, wha' mi fi do, 'cause me see say Him nearly put me away, like me gone to the bone land. So, this is a blessing and who God bless no man curse, so big up Red Stripe and HEART Trust."

Senior programmes director at the HEART Trust/NTA, Grace McLean, described the programme as groundbreaking.

"It is the first in this country as it relates to training and certification," she said, highlighting that the students would be trained to international standards. "This is no ordinary programme."

Sitting at the back of the room quietly taking in everything was 20-year-old David Bruff who wants to become a studio engineer. He said he wants to play a positive role in the music industry because "it is in a negative way right now".

He feels fortunate to have been selected from among more than 100 candidates.

"If you have no financial background, you can't pursue anything," he said. "I feel lucky to be a part of this. I feel chosen, you know. I feel special."