The Source, America’s leading hip hop music magazine, has paired with Sprite to promote the Unsigned Hype Live Tour, a 10-market promo that aims at discovering new hip hop DJs and music performers.
Just as The Source’s Unsigned Hype column unearthed future stars such as Notorious BIG, Common, DMX, and Mobb Deep, the tour will go to malls, parks, streets, and “unexpected venues” to stage competitions between local hip hop performers, according to Jeff Jones, assistant publisher and director of marketing for The Source.
Def Jam Music, New York City, will award a contract to the talent search winner, who will be featured on a new CD. In addition, Def Jam artists will perform at various sites where Live Tour competitions take place
Magic, the men’s fashion designer, which always hosts a trade show bash in Las Vegas, will simulcast the Unsigned Live Hype Tour in conjunction with its own events on the Web. There will be an official kickoff made by Jam TV. The tour will culminate in New York City in November, when the finals will be held.
The Source also has paired with Mountain Dew for the Fashion Nation Back-to-School College Tour which will conduct a model talent search on campuses. Grand prize is a one-year modeling contract with the Ford Modeling Agency in New York City.
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