In a historic move that marries culture and Caribbean connectivity, regional airline LIAT (2020) Ltd. has named St. Vincent’s own soca powerhouse, Skinny Fabulous, as its first-ever brand ambassador. The announcement, made during an elegant ceremony at the Royalton Chic Hotel in Antigua, marks a strategic rebranding effort for the airline, as it seeks to strengthen its identity and relationship with the region through music and cultural diplomacy. “This collaboration symbolises the enduring spirit of the LIAT brand and its future-forward journey,” said LIAT 20 CEO Hafsah Abdulsalam, underscoring the company’s values of Service Excellence, Openness, Accountability, and Resilience—aptly summed up by the acronym SOAR.
Skinny Fabulous, born Gamal Doyle, is no stranger to regional acclaim. Since catapulting onto the soca scene with his 2008 breakout hit Head Bad, which clinched him his first soca monarch title at Vincy Mas, the artist has become a formidable force in the genre. In 2009, he dominated with Beast Let Go and Charge Up, and by 2015, he cemented his legacy with a double crown—winning both the Power Soca and Ragga Soca titles with Mashup International and This Island is Mine. “Soca is the heartbeat of the Caribbean,” Skinny once remarked in an interview, “and to be a cultural envoy through LIAT gives the music a new altitude.”
With over a decade in the industry, Skinny Fabulous boasts collaborations with soca icons like Machel Montano, Bunji Garlin, and Fay-Ann Lyons, and has crossed into dancehall with features alongside Bounty Killer, Busy Signal, and Shaggy. His 2019 mega-hit Famalay—a collaboration with Montano and Garlin—topped charts across the region and earned him the coveted Road March title in Trinidad and Tobago, a rare feat for a non-Trinidadian artist. The track not only trended globally but also reaffirmed his cross-island appeal and musical versatility.
LIAT’s partnership with Skinny Fabulous is more than a branding play; it’s a cultural statement. As the airline rebuilds under the LIAT 2020 banner, aligning with a beloved regional figure signals a fresh, inclusive direction. For Skinny Fabulous, it’s yet another accolade in a career marked by awards, international performances, and cultural ambassadorship. “We are a people in flight—whether by music or air—and I’m proud to help carry our Caribbean identity to every destination,” he shared. With both the airline and the artist charting new courses, this collaboration might just be the lift the region didn’t know it needed.
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