Tata Mobile Sound brings the vibes in St Elizabeth

In the second edition of the 'Party on Wheels' feature, THE WEEKEND STAR journeyed to St Elizabeth to capture the story of mobile sound owner/operator, Janavia 'Tata' Williams, who said his mobile services have boosted the entertainment landscape in the Junction area, which is now dubbed the parish's new 'party hub'.

Williams, who said he got the name Tata in school, said his love for music was what propelled his career in creating a mobile musical concept which will cater to various audiences.

"Tata is a name that mi also want to bring to another extent to di business and to di people dem, suh mi jus come up wid di business 'Tata Mobile Sound'. This thing is coming from a wagon until it reach a bus and from mi growing up, mi always hear bout 'Tata bus' and 'Tata truck'. Suh [the concept] is coming from a [long] time. Di ting a gwaan and it a build until mi seh 'Yes, I need a team' and di team jus come a foot and seh 'Yes, wi ago build dis ting' and a suh Tata Mobile become big," Williams told THE WEEKEND STAR.

"The interest to [create this] also comes from mobile sound competitions. Suh mi just go inna it and seh 'Yuh know what, mi can duh a business'... then wi start do parties, weddings, candle lights, funerals, bottle girls, you name it," he added.

The businessman, who is also a store owner, said he knew he was entering a market with other well-known mobile sound operators, but his eyes were set on becoming greater than them.

"Yuh did have bout three announcers before mi, I was the last one. I never did a pree the other two small ones, I did a pree di bigger one. Suh mi just put in the work and come up wid some different organisation like getting a team weh [di others] neva do yet," he said.

"Tata Mobile is not just driving around playing town crier or ads [as the other mobile sounds]. We can also cover a dance, events, and yuh get everything - stage, tents...entertainment girls...selectors, the full package," he added.

Williams shared that in 2009 when he started this creative concept, it was also the peak of the career of Junction's superstar, dancehall artiste Laden, who hit the music scene with the single, Time To Shine.

"Suh I just tek dat song as a lesson and to [aim] to be number one. Suh now di time come dat Tata is di man in Junction, St Elizabeth. Most a di time mi hear dat song now I'm like 'Wow' cause mi memba weh mi a come from to now," he said. He reasoned that whenever one attempts something bigger, "it comes with a fight".

"But everything weh yuh want inna life don't come easy, suh yuh just affi know seh 'This is what I want and I have to get it one day,'" Williams opined. Despite reaching a level which he had set out to accomplish, he said he remained humble and still works as if he is "just getting started while searching for many more doors to open".

In today's fast-paced entertainment space, Williams said operating a mobile sound is more flexible, saves time and is effective.

"Wi work every minute...there's no rest - right through the year wi fully book. Suh wi try deal wid things the quicker and better way for the people dem satisfaction. Tata Mobile is modern... and wi have more technological [features] a come out... [because] we have less equipment and more sound," he said. "Suh instead of using three racks and amps now...dem days deh done, [wi] use like one rack and amps now." Williams added that the sound and quality of his system often receives good reviews from different audiences.

He expressed confidence that the difference in his "quality sound [and an] organised, uniformed team" is what sets him apart from all other mobile sounds in the parish. He said he aims to take his services to an international market.