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Sennheiser Paves the Way to Sound City
Leading up to the Sound City Dubai music industry festival in November, a ‘Battle of the Bands' competition is giving local talent the chance to give a boost to their careers. And with Sennheiser lending a hand, for the winning act the Road To Sound City may well proved to be paved with gold.
Produced in association with the Diesel clothing brand's Diesel:U:Music arm, the Road To Sound City is taking place at Dubai's Alpha Nightclub, with three weekly heats - on October 6, 13 and 20 - whittling the 18 acts down to a six-band final on October 27.
Each heat and the final features four judges from publications such as Time Out Dubai, 7DAYS and Dubai 92, alongside those from Sennheiser, Diesel and EMI Arabia.
The winning act will play a set at the Irish Village during Dubai Sound City festival of 5 - 7 November, where high profile acts such as the Happy Mondays, Echo & The Bunnymen, the Human League, Ocean Colour Scene and Super Furry Animals will also be playing. The winners will be then whisked to Vienna to play live a week later.
Most importantly, however, as official microphone provider of the entire event, Sennheiser will also supply the winning act with the company's industry-leading equipment and support for a further 12 months.
"Supporting and nurturing new talent is a key part of what Sennheiser does, so we are very pleased to be a partner in The Road To Sound City," says Mig Cardamone, business area manager for Sennheiser Middle East.
"All the acts taking part in the competition are using cutting-edge Sennheiser equipment to ensure they enjoy the best possible sound and chances of progressing to the final, after which we are providing ongoing support to the winner by providing equipment and technical expertise for a further 12 months."
He continues: "We will be taking an active interest in their progress and doing what we can to aid their climb up the music industry ladder."
15th October 2009
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