Veteran soca artiste Kerwin Dubois is pleased with the growth of soca music in Jamaica.

The entertainer who has visited on several occasions, made the assertion in an interview with Jamaica Observer on Tuesday night shortly after he performed at the Campari Xodus and Yard Mas launch at the ROK Hotel in downtown Kingston.

“I am happy that soca has been able to break the barriers here in Jamaica where there’s a stronghold with dancehall. Jamaica has embraced Carnival since the days of Byron Lee and the Dragonaires and it continues to grow, and especially since it resonates with the younger generation,” said Dubois.

He is best known for hit songs Bacchanalist, No Apology, Too Real, and Monster Winer with Lil Rick.

“I had a good time tonight and I am pleased to be a part of this launch, the introduction of the madness, the goodness, and the high energy of what is to come. It feels like home,” Dubois said at Tuesday night’s launch, where he treated attendees to his musical arsenal.

Organisers of Xodus and Yard Mas Carnivals shared their executions for a successful staging of this year’s festivities.

“We are bringing the biggest and best acts from the region. We’ll be having Voice and GBM Nutron, plus a special female artiste, probably the biggest in the Caribbean,” said Xodus CEO Pierre Goubault.

“Our lead-up events kick off on April 3 with fete gala — a premium masquerade event — and then on April 4 there is Tailgate. On the 5th it will be Bacchanal J’Ouvert and on the 6th its Remedy, a mini road march. The big bang will be on Sunday, April 7, the road march,” he explained.

Yard Mas’s Andrew Bellamy said research and planning went into improving the product for this year’s staging.

“We have done a lot of research, and we have done a lot of planning. We’re improving on it this year, including a new location for our costume distribution, so it’s an easy and seamless process,” Bellamy shared.

Yard Mas made its début last year on the soca calendar.

“We’re always learning and improving, and we look at areas that we saw loopholes in and we figure out how to fill those gaps to improve and make it an even better experience for our masqueraders and customers… Yard Mas Carnival is committed to having the Jamaican authentic vibe infused in our Carnival celebrations.” said Bellamy.

Title sponsor Campari plans to be in the mix of Carnival every step of the way. According to Brand Communications Manager Dominic Bell, “We’ll have a bigger and bolder messaging all above-the-line platforms and then our ultimate event Campari Boulevard will have a next level experience. We’ll have more performers, and more exponential activities.”

He continued: “We’re in the second year of our partnership with Xodus and Yard Mas, and what this partnership allows is for us to elevate the consumer experience when it comes to that of Carnival in Jamaica. And this consumer experience speaks to the mixability of our brand Campari and then that of consumer engagement and wow factors throughout the season. For all lead up events from now until road march day you can look out for the ultimate experience between all three parties.”