In an Indie Band? Then Here’s an Opportunity
It’s called The First 15. It’s a grant program targeted at independent Canadian musicians that offers a cash prize of $5,000 plus a trip to Toronto for some studio time to record an EP. The winner will be provided the services of an award-winning producer and a marketing plan.
Here’s the press release with all the details:
ARTISTS LOOK TO CEREAL COMPANY INSTEAD OF RECORD LABEL TO PROMOTE NEW SINGLE
SUGAR CRISP CREATES ‘THE FIRST15’ MUSIC GRANT CONTEST FOR EMERGING ARTISTS
When independent music composer & producer Adam Damelin picked a sample for a song he was working on he didn’t think anything of it at first. Six months later Damelin and independent hip-hop artist Ish Morris (“iSH”) have secured the backing of Post Foods’ Sugar Crisp cereal to help them promote that very track, “Can’t get enough.”
The song uses the Sugar Bear jingle, “Can’t get enough of that Sugar Crisp…” from classic Sugar Crisp cereal commercials of the 1960s. “It was a catchy hook that really set a cool vibe for the track both melodically and lyrically,” says Damelin.
The idea was brought to Post Foods, who were immediately impressed and inspired – encouraging Damelin to find an artist to bring the idea to life.
Enter Ish Morris, an up-and-coming independent artist in the hip-hop scene looking for his first big break and label deal. Damelin collaborated with Morris on the project and ended up with a single they passionately believed had strong commercial appeal. That’s when the idea of embracing the Sugar Crisp sample more literally came into play.
The initial idea was simple enough: Sugar Crisp would agree to help market and promote the artists and the ‘Can’t get enough’ track to young adults as long as the single was made available to the public for free. The track is available for free download at facebook.com/thefirst15 with an access code being distributed via download cards at university & college campuses across Canada or by requesting an access code on facebook.com/thefirst15.
But the cereal company wanted to take the collaboration a step further and developed “The First15”; a music contest for other emerging artists looking for that same big break.
“For Sugar Crisp it was all about being authentic and getting involved,” says Jennifer Dumoulin from Post Foods Canada Corp. “Which in this case is helping young adults with musical talent realize their dream.”
“The First15” winning prize includes free recording studio time courtesy of GIRTH Music in Toronto as well as award-winning producer support and a $5000 cash prize. Hopefuls are invited to go to facebook.com/thefirst15 to upload their track. Incorporating the Sugar Bear jingle is permitted but not required.
“Obviously, the jingle is what got us here, but it’s not something that needs to be part of any track submission,” added Dumoulin.
The First15 contest is open from October 17, 2011 to December 9, 2011. Facebook community voting will be a factor to determine a shortlist of artist hopefuls from which a judging panel including Ish Morris, Post Foods and other Musical industry veterans will choose the ultimate winner.
