We Q&A the R&B chart topper before she leads a showcase at Sankeys
HUGO URBAN RULES is an invite-only music showcase at Sankeys on June 5th. Auditions will take place throughout the days of June 4th and 5th before the event to find an aspiring artist that will then support Estelle's gig on the evening of the 5th. See the end of the article for how it all turned out on the day and evening. Estelle answered a few questions for us before the event.
1. HUGO URBAN RULES is a campaign designed to reach out and invest in new talent. Is this a subject that is close to your heart?
"When I was discovered at first, people didn’t understand how important it is to be nurtured and helped to grow. That is exactly what HUGO URBAN RULES does; it supports new talent and supports that ethic. My involvement is to support that platform."
2. You have earned the respect of the UK Hip-Hop and Urban scene. What is it like to have hit the mainstream with four weeks at number 1?
"It feels great! I’m really happy that everyone gets it and understands it now. Now they know my story and it feels really good that they do, and that they are putting a face to the name when it comes to my music."
3. You have been out in the US working with John Legend and Kanye West but did you have to leave the UK to get that kind of success?
"No, at first I was trying to get resigned in the UK but I couldn’t. So when the US wanted to, I was like… okay! It just seemed practical."
4. We hear that you bumped into Kanye West outside a chicken restaurant in LA. How much of your success would you attribute to lucky incidents like that?
"That is absolutely true! I would attribute a lot of my career to things like that. I have had way more experiences like that too, especially when it comes to meeting some of the producers I’ve worked with. I met Mark Ronson at a showcase, and he came up to me and was like, "I Love You!" Now he has won the Grammy for Producer of the Year and he is making ground breaking music. I feel honoured to know these people."
5.It seems that lots of singers from the urban scene need to collaborate with well-known artists to bolster their own reputations. What does this mean for new talent of the future who might not have these opportunities?
"They have to go for it. It might not blow them up. I didn’t think it would blow me up – I didn’t think it was the be all and end all of my career. If Kanye hadn’t come on American Boy, I still would have played the song without him."
6. If you could give one message to new artists to help them break into the music scene what would it be?
"Figure out who you are first – that really helps."
7. You have been an advocate of learning about the music industry in general and taking control of your own career rather than leaving it to labels or agents, what tips would you give the new artists entering HUGO URBAN RULES?
"Absolutely, I would say exactly that. Don’t depend on anyone, always have a back up plan if it doesn’t work out."
8. You started your music career working in record shops, what made you cross over to be a performer?
"Yeah I was doing both at the same time, working and performing. So I was like, let me do this full time…everyone says I’m good!"
9. Having spent 4 weeks at number one, do you think there is a healthy market for urban music in the UK?
"Hell yeah, it has always been healthy. That market has always been there. And there are a lot of artists out there that I am into; No Bizzi, Bashy, No Lay, The Black Kids. We did Jools Holland with The Black Kids, they were amazing! I was like, check out the footwork!"
10. What is the best piece of advice you have been given as a musician?
"Don’t listen to people. Listen to what they say and take the bits that make sense to you and use them."
11. Do you life your life by any mottos or beliefs?
"I always say live life to the fullest, nobody knows what is going to happen tomorrow, and don’t be afraid."
12. Are you good at spotting new talent?
"I’m not sure if I’m good at spotting talent. I like what I like, and it happens to be good. Like when I saw John Legend the first time, I really liked his voice. And when I saw Mark Ronson the first time, I really like his first production. But don’t take my word for it!"
13. What do you look for first in a new performer?
"Confidence."
UPDATE!
Nearly 300 young musicians from all over the UK sent in demos; just fourteen were short-listed to attend the two day session of master classes, auditions and Q&A’s led by Estelle, Sony BMG’s Mervyn Lyn (Vice President of A&R & Business Development RCA), Galaxy FM’s Steve Sutherland and Miles Keller from the MCPS PRS Alliance. Other highlights included vocal coaching from Don-E and a stagecraft master class from Isaac “Turbo” Baptiste.
The fourteen were then whittled down to four finalists who battled it out in front of a panel of judges, including Estelle, to win the chance not only to have a single produced and released but also to warm up for Estelle at the exclusive HUGO concert that evening at Manchester’s Sankey’s Soap. The concert was filmed by MTV, which means the lucky winner’s performance would be broadcast to a massive audience of music fans.
The panel chose solo vocalist Meleka, 20 years old from Chesham, Bucks, as the deserved winner. Estelle was particularly impressed by her voice, confidence and stage presence and says, “The talent at HUGO URBAN RULES was incredibly strong, and although it’s a tough decision to choose just one, I felt that Meleka was the right winner. She has loads of natural talent that can be developed. It’s so encouraging to see new talent like her come through and it was great to meet so many other gifted young performers of the future.”
Joanna Stokes from HUGO Fragrances agreed, “HUGO URBAN RULES Manchester was another storming success. We were blown away by the standard of the auditionees and are delighted to back Meleka with a single release. She proved by performing on the night right before Estelle that she is a star in the making.”
Meleka gave a soulful, diva like performance at the private showcase event later that evening. She was followed by Sabrina, ex Miss-Teeq who is launching her new solo career. Then Estelle delivered a set punctuated by personal anecdotes and tales that made the audience of 500 feel closer than ever to the world famous star.
More than 50,000 music fans logged onto the HUGO URBAN RULES website to register for tickets. Everyone was treated to a complimentary drink and goody bag containing HUGO Fragrances and t-shirts. MTV will screen a film of the event throughout July across MTV Europe, MTV Base and TMF. It will premiere on MTV Base at 7pm on 6th July.
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