The Hugo Urban Rules - Urban music programme was launched in August this year to find the next best musical prodigy from the UK urban music scene. Hugo fragrances are working with MTV UK and MTV Base as well as some of the biggest names in the urban arena in order to promote the campaign. Steve Sutherland represented Galaxyfm to support the Birmingham concert in February 2007. Desidesi.com went along to the live event at the Custard Factory on 22 February, 2007 to see what the fuss was all about.

Artists that believe they have the special talent are being asked to either upload their demos onto the website, www.hugofragrances.com or post them prior to the deadline, by following instructions on the website. All entries will therefore be put forward to a panel of pre-selected judges for consideration for each city that the showcase is to be held. The remaining showcase is to be staged in Manchester in May 2007, so if you believe you have what it takes, then click onto the website and follow the instructions to have a chance on being on MTV. Members of the public can also log on and have the opportunity to enter into a prize draw to win tickets to this special event.

MTV Base are looking to film each regional campaign in order to promote the most up and coming chosen artists, who will subsequently be showcased on MTV UK as well as MTV Base. The shows will be hosted by Trevor Nelson to provide the selected artists with a once in a lifetime opportunity to fulfil their dreams.

On the afternoon of 22nd February, the likes of Jay Sean and Amy Winehouse participated in workshops that were created to provide expert training in areas such as vocal coaching, microphone technique and stagecraft, as well as providing general advice to artists on the business side of the music industry and media. Hugo Urban Rules have incorporated these workshops to uncover one artist from each region who will then be fast-tracked into the spotlight of the urban music scene and also be provided with an opportunity to kick-start their career.

The selected artist will have the opportunity to perform at an exclusive concert in their area alongside a star-studded line up of r ‘n b and urban artists. HUGO Fragrances will also throw in the opportunity to record a track, their song featured on an exclusive HUGO BOSS compilation cd, with featured artists and ultimately be part of a national P.R. campaign.

Desidesi.com were provided the opportunity to catch up with Jay Sean, for a behind the scenes exclusive on why and how he got involved with the Hugo Fragrances music development programme, what he’s up to in 2007 and when his new album will be launched.

Elaborating on how he got involved with Hugo Boss Urban Fragrances, Jay Sean was approached to be a central figure in the Birmingham showcase / talent competition and the workshops aimed towards educating and providing an avenue for budding and talented new artists from within the urban youth. He said it was quite a real and down to earth experience and seemed fulfilled at the fact that he could personally see hot new talent and the hot new producers of the younger generation.

Jay Sean was on tour during the latter part of the 2006 and was unfortunately unable to attend the UK Asian Music Awards due to work commitments, although Jay Sean did mention that the one place that is on his wish-list to tour on was South America, (I’m sure flights to Rio de Janeiro will be full of Jay Sean fans looking to catch a glimpse of the star).

galaxyfm dj: steve

Apart from touring, Jay Sean has been working on some new music for his forthcoming album, due out towards the end of this summer. For this album, Jay Sean has sampled with some new music styles and decided to spread his wings, collaborating with some top U.S. music industry producers: Pharrell Williams, P. Diddy, producer Roland Howard, who has previously worked with Omarion, Marques Houston and Lupe Fiasco.

DT and Candi

Jay Sean is as real as a celebrity can be, down to earth and showcasing his amazing down to earth persona through his through his musical talents, with no airs or graces. Judging by his success from his show-stopping performance on the night, and the accreditation to his music on his forthcoming album, it would be very hard to play down this talented musical genius and the work he will be showcasing with the music industry heavyweights backing him.