It started on a makeshift-plywood stage, covered with two borrowed tents and marked with a stigma that it did not belong in the Carnival season.
Twenty years later, it is hailed as one of the biggest, best well-attended events for the Carnival season.
Since its inception, the Chutney Soca Monarch (CSM) has grown into a well-known and recognised competition, where artistes can showcase their talents in the chutney music genre.
CSM was started in 1996 by chief executive officer (CEO) and founder of SouthEx Event’s Management company, George Singh, in hopes of promoting the East Indian music during the Carnival season.
The T&T Guardian spoke to Singh about the journey of the CSM from inception to date, about the hardships of breaking into the Carnival season with Chutney music, about keeping up with the times and the future of the CSM.
“When we first started, a lot of people thought we were making a mistake, they said a chutney music event would fall flat if done during Carnival,” said Singh. “But at the end of the season in ‘96, CSM was already being hailed as a Carnival miracle.”
Singh said a lot has changed since that first Carnival season, including the prizes allocated to winners.
“In ‘96 we wanted to give a Kia (car) for the first prize and while we did get a discount from the dealers, the rest of the cost was ours’ to bear. Now the first prize is $2 million. The appearance fee for the finals was $500, now its $100,000. Also back then a ticket for the finals was just $25, now its $200.”
The introduction of the competition also help to create a space for Chutney music in the local music industry.
“As the years went by, the CSM inspired a season for the music, now you have chutney music being released at a specific time of the year. The show itself also created an industry, which employs close to 3,000 people just for the night of the finals.”
Even though the competition only takes place once a year, Singh said artistes who make it to the finals, are guaranteed work for the rest of the year.
He added: “Once an artiste reaches the finals, you find they start travelling and performing abroad for the rest of the year. They are in demand all over the world and also promoting our music and culture internationally.”
Singh said the CSM has grown from strength to strength and preparations are now in full swing for the 20th anniversary. Ticket prices will be cut in half from $40 to $20 for the semi’s and from $200 to $100 for the finals.
He hopes pay-per-view and internet streaming are the avenues that will take the CSM into the future.
“Technology is where the future lies, we are hoping to expand our audience base through pay-per-view and internet streaming. We are also hoping to break into the Bollywood market with our music, if we can get accepted on that market, there will be no boundaries for chutney music,” ended Singh.
CSM winners
Sonny Mann was the first artist to take home the CSM crown with his 1996 offerings Lotay La and Roll Bhowjie.
Since then, Rikki Jai has taken the title six times, making him the artiste with the highest number of wins. Jai won in 1998 with Indian Feeling to Party and Sweet Chutney Soca Man, in 1999 Rosie Balena and Galeekay Morah Godinaa, in 2001 with Kanhija and Ah Coh Show You, in 2002 with She Leave Meh and Gone Away and Rock-a-by Baby, in 2003 with River Lime and Mai Pyar Ho Gaya and in 2011 with White Oak and Water.
The artiste holding the second highest number of wins is Rooplal Girdharrie with five titles. Girdharrie won in 2000 with Goriya Ray and Sweet Dulahin, in 2004 with Dulhanya and Nobody eh going Home, in 2006 Dholak Bhajayai and The Last Jump Up, in 2007 with Meeray Peeya/Mera Peeya (My Beloved) and Sweet Music and in 2008 with Crazy for You.
The third highest ranked artiste is Heeralal Rampartap. Rampartap won in 1997 with Basmatie and Nacho Ray, tied with Jai in 2003 with I’m a Trini and Raat aur Din Mey Tarsat Rahelay and in 2005 with Kay-Paharie and Run For Meh Life.
Reigning champion KI Persad took home the title twice in 2010 with You Know Ah Was ah Drinker and in 2014 with Runaway.
Other winners were Kenneth Salick in 2009 with his runaway hit Radica and Raymond Ramnarine in 2013 with I Ain’t Marriding No More.
The youngest-ever artiste to take home the CSM title was Ravi B in 2010 with his breakaway hit Single Forever.