Steve Sutherland: HUGO URBAN RULES... Still Smooth
Artist:
RWD
Steve Sutherland tells us about joining the HUGO URBAN RULES Contest...
How did you get involved with HUGO URBAN RULES?
I am asked to do a lot of things, but I am generally a bit suspicious of most offers. HUGO URBAN RULES is not a sham though; it’s not a load of media hype. HUGO fragrances are really investing in the whole culture of youth and music. They are going direct to the client base; young people looking to break into urban music.
What tips do you have for people looking to get involved with HUGO URBAN RULES and looking to break into music?
A lot of people think it’s an easy option, but it’s a lot more than that. You have to really want to do it, people don’t always take that on board. You have to be talented but you also have to understand the business. It’s an industry, a business like any other, so you need to go out there and research it.
HUGO URBAN RULES is about shining the spotlight on new talent. What are you like at spotting the stars of tomorrow?
I’m told that I am good at spotting talent, because I’ve been in the business of music for a long time, I can look at it from an outsider’s perspective. I was talking to P. Diddy about this; he works by the balls of his feet, but a lot of what he does is scientific. You need the right balance. Talent is the main thing, but you’ve also got to do the media thing. It’s a lot to do with talent and marketing. With this campaign, the marketing will come from the likes of Galaxy, MTV and HUGO – a strong marketing force behind the talent. YOU have to be prepared that this could be a massive break. Don’t mess it up.
What will you be looking for from the new talent?
I’ll tell you what I want to see: more female singers and more female MCs.
You’ll be DJing at the free HUGO URBAN RULE concert with the winner and Jay Sean and Amy Winehouse, right?
Yes, Jay Sean is really talented and I’ve seen Amy perform once, though I’m yet to get her on the show. It’s going to be big!
How does it feel to be one of the most successful names in urban music?
Ask me when it happens! But seriously, it’s getting to be satisfying. It could all go tomorrow, but I’ll make sure that that isn’t going to happen, because I’ve always got plan A,B,C... To have one of the biggest urban music radio shows in Europe and to DJ in amazing clubs around the world is great, but there is always more.
RWD Magazine
Steve Sutherland tells us about joining the HUGO URBAN RULES Contest...
How did you get involved with HUGO URBAN RULES?
I am asked to do a lot of things, but I am generally a bit suspicious of most offers. HUGO URBAN RULES is not a sham though; it’s not a load of media hype. HUGO fragrances are really investing in the whole culture of youth and music. They are going direct to the client base; young people looking to break into urban music.
What tips do you have for people looking to get involved with HUGO URBAN RULES and looking to break into music?
A lot of people think it’s an easy option, but it’s a lot more than that. You have to really want to do it, people don’t always take that on board. You have to be talented but you also have to understand the business. It’s an industry, a business like any other, so you need to go out there and research it.
HUGO URBAN RULES is about shining the spotlight on new talent. What are you like at spotting the stars of tomorrow?
I’m told that I am good at spotting talent, because I’ve been in the business of music for a long time, I can look at it from an outsider’s perspective. I was talking to P. Diddy about this; he works by the balls of his feet, but a lot of what he does is scientific. You need the right balance. Talent is the main thing, but you’ve also got to do the media thing. It’s a lot to do with talent and marketing. With this campaign, the marketing will come from the likes of Galaxy, MTV and HUGO – a strong marketing force behind the talent. YOU have to be prepared that this could be a massive break. Don’t mess it up.
What will you be looking for from the new talent?
I’ll tell you what I want to see: more female singers and more female MCs.
You’ll be DJing at the free HUGO URBAN RULE concert with the winner and Jay Sean and Amy Winehouse, right?
Yes, Jay Sean is really talented and I’ve seen Amy perform once, though I’m yet to get her on the show. It’s going to be big!
How does it feel to be one of the most successful names in urban music?
Ask me when it happens! But seriously, it’s getting to be satisfying. It could all go tomorrow, but I’ll make sure that that isn’t going to happen, because I’ve always got plan A,B,C... To have one of the biggest urban music radio shows in Europe and to DJ in amazing clubs around the world is great, but there is always more.
RWD Magazine
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