Amerie And Unkle Jam To Headline At Hugo Urban RulesHUGO URBAN RULES was the biggest music campaign to launch last year- talented, unsigned artists were given the opportunity to work and perform with some of the biggest names in the urban music scene right now. US RnB star Joe, Amy Winehouse, Jameila, Nathan, Sway and DJ Steve Sutherland have all lent their experience and advice to talented hopefuls, in a string of workshops and performances across the UK.

Now, in its second year Hugo Urban Rules is back: bigger, badder and sexier than ever before! This time around their new ambassador is none other than sultry US Rnb singer Amerie. Renowned for her hit records, ‘1 Thing’, ‘Gotta Work’ and ‘Take Control’, Amerie is signed to Sony BMG and her style of bossa-nova funk has won her a global following. UNKLE JAM are a funky, electro-soul trio signed to Virgin Records. Yet to release their first album, they have already caused a stir with singles Love Ya and What Am I Fighting For, which have received rave reviews. They have recently supported Nelly Furtado and Justin Timberlake on their UK tours and are now set to bring their brand of funk to this years launch. Amerie and UNKLEJAM will take the campaign into its second year alongside a panel of industry experts including Sony BMG’s Mervyn Lyn (Vice President of A&R & Business Development RCA); Galaxy FM’s Steve Sutherland and Radio 1 Xtra’s Twin B.

Upcoming artists are encouraged to send in demos to the campaign website www.hugofragrances.com/urbanrules (closing date 16/11/07). Approximately fifteen of the most talented will be invited to a two day session of masterclasses and auditions, receiving expert tuition on subjects such as:
  • Vocal coaching from Don-E, producer for the likes of Beverley Knight and Grace Jones
  • Stage-craft  from Isaac “Turbo” Baptiste – choreographer & tour performer with the likes of Will Smith and Madonna
  • Artist Q&A – a personal insight from Amerie and UnkleJam into their experiences of the music industry

Amerie, Mervyn Lynn and Steve Sutherland will chose a winner to record a single with a reputable production company and to perform at the London showcase event, warming up for Amerie and Unklejam. Taking place at Neighbourhood on December 4th, music fans can register for free tickets at www.hugofragrances.com/urbanrules where they can also request free fragrance samples. Just 500 will be invited to attend the event where they will receive drinks and a fragrance goody bag.

HUGO URBAN RULES brings young people into contact with their musical heroes and the kind of senior music industry figures they could only aspire to meet. In the words of Steve Sutherland, “HUGO URBAN RULES is not a sham; it’s not a load of media hype. HUGO are really investing in the whole culture of youth and music. They are going direct to the client base and looking to help young people break into the urban music scene with partnerships with the likes of MTV, Fresh40 Radio, RWD and Touch Magazine as heavy-weight industry partners”.

So if you can spit bars, sing a soulful hook and look good whilst doing it register for the next round of London masterclasses at www.hugofragrances.com/urbanrules .

As always Britishhiphop.co.uk will be covering the campaign as it unfolds, so make sure you check the site for regular updates and information, including how you can win a HUGO Deep Red gift set. Stay locked.

By: Michelle Adabra

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Amerie And Unkle Jam To Headline At Hugo Urban Rules

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