HUGO Fragrances have assembled a panel of leading urban artists including Joe, Sway and industry moguls including Mervyn Lyn - VP of A&R and Business Development The RCA Label Group, Lawrence Lartey - Contributing Editor of Touch and Hattie Collins - Editor of RWD magazine, to reach out to unheard rappers, vocalists and urban bands via a series of development workshops. These will take place in London, Manchester and Birmingham where HUGO hope to uncover the next Jay-Z, Dizzee Rascal, Jamelia or The Neptunes.
HUGO URBAN RULES goes live from the 14th August with the launch of the website, www.hugofragrances.com. Budding artists will upload their demo or post it in for consideration by the panel of ears who will sift through and invite the most deserving to workshop sessions in their area[i]. The London workshops will take place from the 23rd September[ii] whilst the Birmingham workshops are scheduled to take place in January 07 and Manchester in April 07.[iii]
The workshops have been devised to provide expert training in areas such as vocal coaching, microphone technique and stagecraft, as well as the business side of the music industry and media. HUGO URBAN RULES will use the workshops to uncover one artist from each region who will be fast-tracked to the centre of the urban music scene and provided with a framework of support to kick-start their career.
The chosen artist will benefit from a once-in-a-lifetime opportunity to perform at an exclusive concert in their area where they will warm up for a star-studded line up of urban legends. In London they will share the stage with Joe, Terri Walker, Sway & Scratch whilst a different line up will perform in Manchester and Birmingham. HUGO Fragrances will also arrange for the new artist to:
- record a track with a respected industry producer in a renowned studio
- be featured on an exclusive HUGO music CD ram-packed with hit records from some of the biggest names on the scene
- be part of a nationwide PR campaign
- be professionally photographed
- receive one on one advice from industry insiders
Sway is 100% behind the venture and says, “HUGO URBAN RULES is a really good idea. All new musicians need a helping hand to get their chance. I’m pleased to be a part of it.” Terri Walker adds, “HUGO Fragrances are giving young musicians a once-in-a-lifetime opportunity and I am delighted to be involved with HUGO URBAN RULES to find and profile new talent.”
MTV Base will create a film on each region to shine the spotlight on the best new artists as well as the urban music scene in their area. The film, to be shown on MTV UK as well as Base, will be hosted by Trevor Nelson and will provide the artists with a fantastic opportunity to promote themselves and their unique sound to an awesome new audience.
Galaxy Radio are creating a dedicated show for the Birmingham and Manchester concerts whilst Kiss FM are promoting the London event which added to the national PR coverage in titles such as RWD, Touch and Blowback will help introduce the chosen talent to a giant new audience.
Only those with extreme talent, ultimate confidence, rhythm and soul plus a god-given ability to dance will make it through to HUGO URBAN RULES! The chosen artist from each region will be the embodiment of the HUGO urban man or woman, oozing attitude, style, originality and personality, whilst readily embracing a sense of fun and adventure.
Chris Chinaloy, brand manager for HUGO Fragrances at P&G Prestige Products, says “HUGO URBAN RULES is a perfect match for HUGO Fragrances. HUGO Fragrances are for people with attitude, who live life by their own terms, who don’t simply break rules, but create their own. HUGO wanted to invest in urban culture and by creating HUGO URBAN RULES, have given the community the opportunity to work with some of the best in the business to discover a fresh new talent.“
[i] The address to post demo’s to is: HUGO URBAN RULES, PO Box 51757, London NW1 8SQ
[ii] The first series of London workshops will take place from 23rd September in Camden, London, N1 to which 10-20 acts will be invited pending the quality of entrants. The best acts from these workshops will be invited to attend a series of Master classes held on the 3rd October in Shoreditch.
[iii] The Birmingham and Manchester workshop and concert venues will be made public at a later date. The Birmingham workshops will be open to everyone from Wales and the Midlands whilst Manchester will be open to everyone from the North and Scotland
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