The Cook Islands Trading Corporation (CITC) is excited to announce the return of the highly anticipated CITC Pump the Beats – Te Emo’anga Tangi Kaara Challenge for 2024.

Organised by the Ministry of Cultural Development (Tauranga Vananga) and proudly sponsored by CITC, this year’s competition introduces a new format to enhance the experience for both participants and audiences.

The 2024 event will feature a revised schedule to ensure a more enjoyable evening, especially for younger attendees, a statement from CITC said.

The challenge will be split into two performance nights at the Cook Islands National Auditorium: Thursday, June 20, will showcase six primary schools (Apii Te Uki Ou, Apii Nikao, Apii Avarua, Apii Takitumu, Apii Arorangi and Apii Rutaki), while Friday, June 21, will feature five secondary school teams (Anaus Te Manga, Te Kou, and Ikurangi from Tereora College, and Titikaveka College).

Each night will conclude with a prize-giving ceremony, celebrating the talent and hard work of the participants, the statement added.

The CITC Pump the Beats Challenge showcases school teams of five to 10 drummers competing in two categories – the Composed Beat (following the Chant) and the Creative Beat.

“Drumming tutors have been assigned to each school, and the teams are already hard at work preparing their beats for the fast-approaching event,” CITC said.

“This initiative is part of CITC’s ongoing commitment to cultural preservation and community engagement, ensuring that the rich drumming traditions of the Cook Islands are passed down to future generations.”

Tickets are available at the door for both nights. Prices are: Adults: $10, Children (under 12 years): $2, Children (under 5): Free.

The prepay adult pass for two nights (Primary and Secondary competitions) is $15 and prepay family pass for two nights (two adults and two children) is $30.

“CITC has a long-standing tradition of supporting cultural events in the Cook Islands. As the largest employer in the country outside of government, CITC is deeply integrated into the community, with a workforce that is predominantly Cook Islander.

“Our cultural heritage is central to our identity, both corporately and personally. This event, part of a three-year sponsorship agreement with the Ministry of Culture, is one of the many ways CITC contributes to preserving and promoting the unique cultural practices of the Cook Islands.”