Yello emphasises local knowledge

Before Saturday's official introduction of Yello, the revamped and expanded version of the Yellow Pages business directory, which has a heavy Internet focus, a video was looped on the screen, which was the stage's backdrop. Images of a great house, a train in Jamaica's national colours, and a triumphant Usain Bolt.

There was also text, one slogan reading "We know local" and another proclaiming "We know Jamaica as well as Jamaica knows reggae". The event was held at the Constant Spring Golf Club, St Andrew.

During the formalities, to which there was a very relaxed approach as it was an extended concert with a few recorded messages from Yello executives shown on the screen, the connection with not only reggae but other genres of Jamaican popular music was emphasised. Students of the Edna Manley College of the Visual and Performing Arts did coordinated dance, from ska through to different eras of dancehall, the Bogle and Breadfruit included. Skankin Funx - complete with a horn section - was heavy on ska, Jamaica Ska and Eastern Standard Time among their selections.

50 years

And Di Vibe Band, although showing lead vocal deficiencies, went though the rockers of Dawn Penn's You Don't Love Me and Barrington Levy's Murderer. Their best voice was saved for last, one young lady doing a take on a Diana King song.

In his recorded address, Yello CEO, Ian Neita, said the company has been around for 50 years, noting the current thrust to make it relevant to a new generation. Ayanna Kirton, who handles public relations, spoke about the Internet thrust, while general manager Jessica Campbell reinforced the high number of hits the website has got since January.

The last entertainer on the programme, Camar Flava, performed using recorded tracks and did his best to interact with the ladies in the audience, succeeding in getting one lady to do the demure 'corporate wine'.