Digicel is once again putting a focus on culture as a part of their corporate social responsibility. The company has long been playing an integral developmental role in Barbados’ cultural landscape. For the second year in succession the NIFCA Performing Arts disciplines of Theatre and Music have received a boost from Digicel (Barbados) Ltd as the title sponsor of both events.
This year’s competition recorded the usual dominance in Music entries with a high percentage of vocal performances. There was a noted balance between the number of new entrants and returnees to the NIFCA stage and Chief Cultural Officer of the National Cultural Foundation Mrs. Andrea Wells was optimistic about the encouraging number of over 30 original pieces composed and arranged by local musicians in this year’s competition. A fact that she affirms speaks volumes for the future growth and development of the Barbados music industry.
For the discipline of Theatre, the Foundation continued to see an increasing trend in the number of entries in the Spoken Word/Drama Speech categories spurred by the likes of Adrian Green and DJ Simmons who have radiated a light of excellence on previous NIFCA stages in recent years.
In describing this year’s NIFCA performances Digicel CEO Johnny Ingle said, “Barbados is rich in extraordinary talent and from all accounts the performances were outstanding and I am eagerly awaiting the upcoming NIFCA Gala.”
“This was our second year sponsoring the festival and we consider our involvement as a worthy investment in ensuring that the creative arts in Barbados are kept alive and well. We made a promise to contribute to the development of culture in Barbados and we have remained committed to that pledge.”
Since commencing operations in Barbados in 2004, Digicel has also been actively involved in the Crop Over Festival, supporting various costume bands, calypso tents and numerous events.
Ingle also noted that as their sponsorship commitments grow each year, so does their portfolio of innovative and exciting products and services on offer.
This NIFCA sponsorship pairs perfectly with Digicel’s slogan ‘Be Extraordinary!’ A part of the company’s involvement this year included the introduction of a new DIGICEL EXTRAORDINARY Award presented to the individual or group participating in NIFCA Music or Theatre Arts that has demonstrated impressive improvement over the NIFCA period and/or who overcomes tremendous adversity to participate in and develop themselves through NIFCA. The award comprises a cash prize and to be considered, the recipient must have achieved a NIFCA medal in this year’s competition. One performance from each category fitting the criteria has been nominated and will be announced at the upcoming NIFCA Performing Arts Gala, where some of the best acts in the Festival are set to showcase. The NIFCA Performing Arts Gala is scheduled for Sunday, November 22 at 6:00 p.m. at the Garfield Sobers Gymnasium.
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