The Youth View Awards (YVAs) was officially launched at the Terra Nova's Pavilion on Wednesday, January 4. In an atmosphere charged with enthusiasm, celebrities, members of the YVAs' Hype Crew and sponsors enjoyed the euphoria of the fifth staging of the event.

"When I think about the fact that when I first sat down with potential sponsors and shared the vision with them, and had them believe so much in that vision before it was something tangible, I am really humbled and honoured that they are still with me," intimated an elated Karen Clarke, CEO and president of An Elegant Affair Events. "In celebrating the fifth year I decided to do a new mould that will be synonymous with the Youth View Awards, similar to that of the Grammies or MTV Awards," Clarke annexed.

To continue the excitement of the evening, here are some highlights.

What can be expected from the hosts

DJ Kruddy: "Well, it's gonna be a crazy synergy. Just that happy, spontaneous vibe from Kruddy and Tami."

Tami Chin: "Because Kruddy and I have such a great chemistry as friends, we do love to have fun, but at the same time we don't want people to think that we're not taking this seriously, because being the host of any event is a hard task. Being looked upon for keeping the vibe on a constant high (is challenging) but we'll be working hard to ensure that this happens. I really think the journey of the YVAs is incredible, especially keeping the standard so high as the years pass and actually outdoing the previous. I think that this year, where two local acts will be hosting, is a noted nod to Karen because she can get anyone she wants and for her to use us and embrace local talent is just phenomenal."

Reflecting on the journey thus far

Raine Seville: "I think it's a great thing seeing that the youths are really the ones who buy most of the music today and support music to the fullest in general, and I really respect Aunty Karen (Karen Clarke) for this event; and having five years of continued success really solidifies that it's a great platform for entertainers to be acknowledged and appreciated on the local scene."

Voicemail: "This year is huge for the awards, being its fifth year, and everyone can certainly see it getting bigger and better as the years pass. We see the YVAs as the awards show in Jamaica with that international feel to it that really embraces persons in the entertainment industry the way dancehall and reggae are to be presented and acknowledged. We're definitely looking forward to the new categories, performances and just to see who'll be making the greatest fashion statement and fashion failures (laughs)."

Hype Crew member Khloé Clarke: "Well, the journey has been awesome considering that I've been here from the beginning. Seeing all the energy that really went into it and to see where it is now is just phenomenal."

Hype Crew member Rohan Perry: "From the inception I knew that the YVAs would be a success for the main fact that it's in a league all to itself, and we're always planning on ways to captivate and shock patrons each year with our nifty ideas."

A sponsor's vision of continued success

Carlo Redwood, head of marketing for Pepsi-Cola Jamaica: "This being our fourth year sponsoring the event, everyone can agree that the YVAs is really the only type of event at this time in Jamaica that is targeting the youth. They [the youths] really have full control of it, where the nominees are chosen by them, the whole basis and concept is built around the younger Jamaican populous, and you don't have a lot of events/awards show like that as most of the Jamaican award shows are really geared towards the older consumers. This year, it's really about how best to connect with the younger target group for us. Seeing that it's all about Facebook, we're doing as much promotion via Facebook, activating innovative ways to incorporate an interactive feel for viewers. We'll be having a red-carpet live stream that persons can view and interact with persons there at the event, mainly because we want to continue building that interactive relationship with our consumers."

Check out Jade Lee and Denyque's radiant smiles. Check out Tishan Lee and Julian Patrick from National Commercial Bank. Representating Tru-Juice at the YVAs launch. (From left) Michael Gustaffe, Stephanie Hazle and Jamie Ranston of CGR Communications Ltd. The Hype Crew. DJ Kruddy and Tami Chin will host the YVAs 2012. Carlo Redwood is pleased to be associated with YVAs. The always stylish Yendi Phillipps. Karen Clarke (left), CEO and president of An Elegant Affair Events, shares a moment of joy with Tina Matalon, marketing manager of KFC Jamaica. Lady Renee and Kruddy of Renaissance Disco chill out at the YVAs' launch.