Soca star Machel Montano is now an ambassador for the Digicel family with the likes of other top local artistes like Destra Garcia, Kees Dieffenthaller and Ravi B.
Montano, 41, took to his Instagram account yesterday morning and posted: “This morning I am proud to announce that I have joined the awesome Digicel family...the Bigger and Better network...Machel Montano and Digicel form unique partnership!”
The announcement was made on Friday during the media launch of Digicel’s Play at its Maraval head office in Port-of-Spain.
Leisel Douglas, Digicel’s communications executive said yesterday the network provider was expected to host an official signing tomorrow.
Fellow endorsees of the Digicel brand welcomed Montano through their Instagram accounts yesterday with photos and posts. Garcia posted: “Congratulations, Machel. Welcome to the Digicel family...up, up, up we say.”
Ravi B posted: “Welcome to the family.”
The account for Kes The Band posted: “Welcome to the Digicel family. Bigger and better vibes.”
Up to 2012 Montano had endorsed TSTT’s bmobile brand but in early 2013, the telecommunications company dropped him after he was convicted of criminal charges.
On December 10, 2012, magistrate Maureen Baboolal-Gafoor found the entertainer guilty of five criminal charges of assault and using obscene language during a fracas five years ago outside of the popular Zen nightclub on Keate Street in Port-of-Spain.
Montano said he was always excited for new beginnings and new partnerships.
He said: “My whole philosophy from 2015 and beyond is co-operation over competition. You know, making strategic collaborations and partnerships is at the top of the list.”
Montano copped the Power Soca Monarch titles in 2011, 2012, 2013 (tied with Super Blue), 2014 and 2015.
He’s won the Groovy Soca in 2012 and 2013 and has won the title of Road March seven times.