“It’s time for us to do something.” – Angela Simmons
Empty threats and faulty promises are the building blocks for much of what popular music and culture is built upon. Concepts and ideas constantly fall to the wayside that intrigue and motivate, but never reach fruition. This idea, however, well, it would appear to be something that, once completed, may actually alter the face of music and truly usher in a new generation.
Def Jam Music’s New Voices tour is a nationwide talent search spearheaded by the sons and daughters of hip hop and R & B royalty, Rev. Run’s daughters Angela and Vanessa Simmons and the sons of megaproducer and LaFace and Def Jam label head extraordinaire L.A. Reid, Aaron and Antonio Reid. The Simmons sisters are adding to the success of their wildly popular Pastry fashion line to get involved with locating the next hot new talent, and the Reid brothers are busy in the studios themselves already as budding producers aiming to follow in the footsteps of their iconic father. With a tag line for the tour of “Someone will be famous!” It’s an audacious task ahead of the teens, but one that, after talking to the quartet, appears well in line to be met.
The five-city tour’s second stop is in Washington, DC on June 20th. Talents ranging from singers, rappers, pop acts and spoken word artists will have the opportunity to showcase their wares in front of a panel of judges expected to included at various points throughout the tour names such as the aforementioned Simmons and Reid family, Nick Cannon, southern hip hop rising star Waka Flocka Flame, Rick Ross and big time southern producer Jazze Pha. When queried as to what they intend to bring to the table as judges, Aaron Reid stated, “my father always stressed the importance of having a great ear, so I’ll be listening for quality songwriting. If you can write great songs already, and you’re a good singer, then that’s so much of it right there.” Antonio Reid stated much of the same. “I’ve heard so many hits over the years that I can just tell when an artist has the appeal to really go far. I’ll be looking for the performer that can really stand out.”
Key to this competition as well is Def Jam’s continued desire to be stewards over the continued development of all avenues of music and expression. Vanessa Simmons feels strongly that, “it’s time. It’s time for us to stand up and do something, to give someone the opportunity to make a difference in the industry. We can’t just sit back anymore.” The proactive attitude was something taught to both Simmons sisters by their famous father, and as it is a hallmark of their developing clothing brand it will be a hallmark of this competition as well.
Winners of the five tour stops will convene in New York City for a star studded finale in front of a panel of judges to include Rev. Run and L.A. Reid. The competition’s eventual winner will receive a slew of fantastic opportunities, including but not limited to private industry showcases, professional journalist articles, artist development deals, studio time and a celebrity fashion makeover.
Music in 2010 is as bizarre and fast-paced as ever. Being armed with the right opportunities and cosigns from those with impact and visibility is just as important as having a hot hook and natural ability. The New Voices tour absolutely has all of the right pieces aligned to turn a hot, rising talent into a top mainstream name. This competition is absolutely one to watch.
For more information, and to sign up if an interested artist, visit the New Voices Tour website.
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