UK Unsigned HYPE

The unsigned musical talents of the UK bursting to break out and take over the industry performed last night at the UK Unsigned HYPE 2010 event in Camden at the Lockside lounge. The calibre of the event was terrific as the diverse skills of the nineteen acts from singers, rappers, songwriters and producers really impressed us and the crowd.

There are a number of talent events and competitions throughout the country each year. Of course, the biggest televised annual talent search competition is The X Factor – for which Simon Cowell and his panel are in charge of a national head hunt to find the next big act to offer a record deal.  But over the years the show has become more focused on humour and entertainment to please the audience at home and boost viewer ratings rather than focusing on raw talent.  Obviously, Leona Lewis, Alexandra Burke and JLS are the exceptions flying the British flag high in the sky. But as a show that has to appeal to a mass audience it remains very commercial as it tries to find a level of entertainment to satisfy the general public.

An event such as UK Unsigned Hype is a niche talent showcase within the urban scene. Although it is not a competition with a high profile prize such as a record deal, it serves as an opportunity of exposure to lead artists in the right direction to secure one. The acts are hand picked and selected to perform and are deemed as the future of underground and up and coming music.

One of the performances on the night came from Abbee Audio who came down to London from the Midlands to perform her live version of B.O.B’s ‘Nothing on You’ and blew the crowd away with her strong vocals. Her rendition of the track was so beautiful that I had chills running down our spines as she hit each note.  Abbee’s YouTube channel is defiantly worth a listen to catch her freestyles and her personally written songs.

Mighty Moe, one of Heartless Crew’s original members hyped up the crowd bringing back old school flavour and memories with his new track ‘Old Skol Daze’. The event also drew in other prominent underground artists as we spotted a few crew members from Roll Deep in the crowd.

Ayo performed his track ‘Top Man’ featuring Dizzee Rascal on the backing track.  For us, his strong talent lies in his producing, as he makes his own beats encompassing a new direction and bringing a fresh sound to hip hop and R&B.

The event was refreshing and a great opportunity to listen to the various artists working hard to make it within the music industry.  Not all the acts will follow the same route to make it to the top or even have the chance to be selected for The X Factor but we defiantly believe unsigned events are a great avenue of exposure. The next UK Unsigned HYPE event will in October and we recommend anyone who enjoys fresh talent to head on down and enjoy the hidden gems of UK music.

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