Intimate launch for entertainment awards

Davina Henry, Staff Reporter

It was a small but intimate affair at the Black Entertainment Film Fashion Television Arts Awards (BEFFTA) Caribbean press launch held at the South Beach Cafe.

Although off to a late start, Verona White, the international marketing manager of the awards show, said the show was started to celebrate persons who are passionate about fashion, television, film, and the arts.

White, who is of Jamaican parentage, said it was an honour to bring the event to Jamaica and honour outstanding talents.

BEFFTA, which was founded in 2009 by United Kingdom (UK)-based philanthropist and entrepreneur Pauline Long, is now being staged for the fifth time to honour young, unsung talented artistes and other personalities.

The launch was co-hosted by Miss Jamaica UK Gemma Feare, who is also a global brand ambassador for BEFFTA.

Feare said that what stood out for her was the recognition persons who are not necessarily at the forefront receive.

Achievable and realistic

"It makes it more achievable and realistic," she told the audience.

This year, Stone Love will receive the Best Entertainment award, while Freddie McGregor will walk way with the Excellence award.

The launch also featured impromptu performances from Iyunda and Check, aka Black Jesus.

Downsound Recording artiste Nature closed the show with an amazing performance, which included hits such as World Peace, Trying Man and a rendition of Garnet Silk's Hello Mama Africa.

White told The Gleaner the nomination process was left totally up to the fans.

"They can just go on the website to www.beffta.com and nominate who they see fit in each category. So it's totally up to them who gets nominated, after that a BEFFTA team will review the nominees to narrow it down, and then we will host a nomination party to announce the final nominees," she said.

BEFFTA Awards has categories for musicians, comedians, dancers, hair stylists, make-up artists, and models, just to name a few.

The nomination party will take place in May while the Jamaican ceremony is scheduled to take place on July 28.

The venue for the event will be announced at the nomination party.