Digicel announced on Friday 29 January the signing of Trinidadian producer, songwriter and soca artist, Machel Montano, in a partnership that will include the broadcast and development of content featuring Machel as he represents Digicel as a regional brand ambassador, The Cayman Reporter reports.
For many years Machel has been the star attraction at Trinidad and Tobago’s carnival which has been referred to as one of the greatest shows on earth as it features massive bands, outrageous costumes, pulsating music and non-stop dancing.
This year, Machel will headline various shows including Army Fete and Fantasy Saturdays with the kickoff being his own Machel Monday show featuring Pit Bull, Lil John, Taurus Riley and Omi. Through the partnership with Digicel, The Machel Monday show will be made available on pay per view and accessible at http://live.ceen.tv/MachelMonday.
The three-year partnership means Digicel customers can enjoy multimedia experiences across multiple platforms and devices. And, as the carnival season kicks off, customers will be treated with sneak peeks and early releases of Machel’s new songs and videos – as well as behind the scenes interviews and looks as he takes his music to the people of the Caribbean. Subscribers on Digicel Play will be in for a treat as there will be multiple telecasts of content featuring Machel over the years.
Five-time International Soca Monarch Champion, Machel, is excited at the new partnership saying; “I am delighted to be joining the Digicel family. I have always admired the work Digicel does in entertainment and in the communities and welcome the opportunity to be a part of that.”
Digicel Director of Marketing for the Caribbean and Central America, Peter Lloyd, said, “We are very happy to welcome Machel to the Digicel team. He is a phenomenal artist who has shown his pedigree to the Caribbean and wider world for over 20 years. Our customers are at the heart of everything we do and this partnership is no different – as customers will get exclusive content including live concerts, music videos and exclusive footage which will be available on free-to-air TV, mobile and payTV for our Digicel Play subscribers to enjoy.”
Digicel Group is a total communications and entertainment provider with operations in 32 markets in the Caribbean, Central America and Asia Pacific. After almost 15 years of operation, total investment to date stands at over US$5 billion worldwide.
Digicel is the lead sponsor of Caribbean, Central American and Pacific sports teams, including the Special Olympics teams throughout these regions. Digicel sponsors the West Indies cricket team and is also the presenting partner of the Caribbean Premier League. Digicel also runs a host of community-based initiatives across its markets and has set up Digicel Foundations in Haiti, Jamaica, Papua New Guinea and Trinidad and Tobago which focus on educational, cultural and social development programmes.