Virgin Our Price has signed a deal making it the national retailer for London Music Week, the largest music convention and festival in the UK.
The chain will co-host a “search for a star” competition which will be part of the week, which lasts from April 26 – May 2. Virgin Our Price will place hundreds of branded dump bins in its outlets for young bands to put demo tapes in. The winning band will get a professional recording contract. The retailer also hopes to put on live acts in its stores.
London Music Week director Chris Hughes had held talks with HMV and Virgin Our Price over a number of weeks before the final decision was made.
Radio 1 and Virgin Radio will also support the event and will record some of the 200 to 300 acts performing over the week.
The centrepiece will be a three-day convention at the Business Design Centre in Islington, which will be attended by 8,000 music executives from around the world.
The festival is also in advanced talks with a national newspaper as well as a packaged goods manufacturer about sponsoring the whole event. The festival is scheduled to take place annually after this inaugural year.