Dancehall label Now or Never teams up with Magnum Tonic Wine and The FIX to launch a nationwide talent search competition. "We are proud to give emerging artistes the chance to create," said Ruppi
Producer Rogen ‘Ruppi’ Walker aiming to provide opportunities for raw talents
Record label Now or Never Entertainment has partnered with Magnum Tonic Wine and The FIX to launch the 'Tun It Up Louder' competition, offering emerging musical talent an exciting opportunity to showcase their skills on their latest dancehall riddim production.
The competition officially launched on social media on Sunday, November 17, and will run through November 24 for Round 1 and November 29 for Round 2. Aspiring artists are encouraged to showcase their creativity on the popular ‘Tun It Up Loud’ Riddim.
The Top 25 will be chosen by Now or Never, Magnum, and The FIX teams, with public voting running from November 25 to 29, 2024. Results will combine 50% public input and 50% expert evaluation. The Top 3 entries, announced on December 2, will face a veteran panel, including Jordan Chimney, Govana, and Roze Don, with the winner revealed on December 14, 2024.
Brandon Wallace, Magnum Tonic Wine Brand Manager, described the response to the ‘Tun It Up Loud’ Riddim as extraordinary. “The public reaction has been overwhelming, with many new acts eager to be featured on the production, while others have taken the initiative to record unofficial tracks and submitted them".
" In September, when our brand partnered with Now or Never, we couldn’t have anticipated the sheer volume of feedback. While we’ve always had confidence in the talent of the label’s producer, director and team working behind the scenes to identify and collaborate with these artistes, we also see ways in which we can open up the opportunity to others", he elaborated. "We are beyond impressed and can’t wait to witness a fiery showcase of raw talent and unapologetic dancehall energy. If any up-and-coming artiste feels he or she has the talent and lyrics to ‘tun up di vibes’, we are urging them to claim their spot as a champion of dancehall and submit your track on the riddim.”
Cinemographer and producer Rogen ‘Ruppi’ Walker, shared, “This isn’t a contest; it’s a movement to find the voice who is willing to bring their originality and talent to the dancehall industry. Whether they standout in lyricism, personal image or style and overall creativity, it’s a chance for the artistes and us to spotlight that, hone in on it and collaborate.”
"The platform is to help elevate their raw talent and showcase those who will contribute to defining the future of dancehall culture"
The ‘Tun It Up Loud’ Riddim debuted in August with a title track by dancehall star RajahWild, featuring contributions from artists like Skippa, Eddy G, Sgee Venhom, and others.
“So many artistes have been reaching out and we have always wanted to give them this opportunity. The platform is to help elevate their raw talent and showcase those who will contribute to defining the future of dancehall culture. We are proud to have partners who believe in our production and to be able to give emerging artistes the chance to create, perform and connect with a wider audience while maintaining that authenticity that we love to see and work with,” Ruppi expressed.
Tun It Up Louder' Competition Promises Fiery Talent Showcase (Photo: Destinee Condison)
With ‘Tun It Up Louder’, Magnum Tonic Wine continues to celebrate and champion dancehall music, offering a unique opportunity for new artistes to shine.
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