From the vibrant rhythms of Dennery Segment to the rugged trails of Mabouya Valley, Brendon Jordan Charlery, better known as UMPA, has turned passion into purpose. A powerhouse in Saint Lucia’s music scene and a trailblazer in tourism, UMPA has masterfully merged artistry with entrepreneurship through his ATV venture, D Segment ATV.
The two-hour nature trail takes riders through Mabouya Valley, weaving through lush farms and immersing them in the raw beauty of Saint Lucia’s landscape. But for UMPA, this venture is about more than just adventure — it’s about representation. For too long, tourism-focused businesses have been clustered in the north and Soufrière, leaving communities like Dennery overlooked.
UMPA knew his hometown had just as much to offer.
“Long before I was a mainstage artist, I always had this dream to open an ATV business in Dennery…,” he said. “I used to go to the rivers, the waterfalls, and I know we have so much to offer and I always said to myself, ‘I will make it happen’. So I started the music. I didn’t have the funds yet, but I know one day it will happen, and I actually made it happen… I’m living the dream.”
By launching D Segment ATV, UMPA hasn’t just brought economic opportunity to his community, he’s created unforgettable experiences for locals and tourists alike.
The company is hitting its targets every quarter, and he’s appreciative. “We’ve been operational for a little over a year now, and it’s been great; the foreigners, the locals. Thank you.”
What drives him? “Seeing the customers happy and smiling…it just makes me feel like we are doing a great job as a company.”
Music remains his first love, and his latest release, Pain Killa, is making waves. The track, he explains, is the solution to women’s headaches and stress. With a laugh, he adds that it’s causing a stir. “We have…three or four more releases to come, but I’m just letting Pain Killa do its thing.”
UMPA‘s journey hasn’t been without challenges. In the early days of the Dennery Segment movement, critics dismissed the genre as “too bold,” scrutinising its lyrics and sound.
“People keep saying the lyrics greedy, that kind of thing, you understand. But then, like I said, ‘just let your work speak for itself’.”
Today, his accomplishments span the globe, from headlining festivals in Mauritius to performing for 63 000 fans in France. Yet, he counts D Segment ATV among his proudest achievements.
With new trails in the works and fresh music on the horizon, UMPA stays grounded, driven and grateful. His advice to fellow artists? “Don’t give up… consistency is key. Despite all the challenges and all the scrutiny and everything, just let your work speak for itself. Somebody somewhere is listening and paying attention.”
