Check out two kick-ass videos from the Los Angeles launch of HYPE MUSIC at the iconic VILLAGE RECORDERS on June 16th, 2011.

THE DIAMOND LIGHT – “OH YEAH”

NEW CASSETTES – “I’M ALWAYS RIGHT”

Videos Filmed and Edited by Alex Gorosh & Harry Mayers

Buzzworthy Live: Watch Locksley Perform “The Whip’”And “In Celebration” Live

Locksley, a Brooklyn-based indie foursome from Madison, Wisconsin, call their catchy, commercially friendly sound “doo-wop punk” — not only do their songs make you wish sock hops still existed so you could go to one, but you also kind of want to break something (small and inexpensive) on the way there. Fun for everyone!

The band recently stopped by Buzzworthy HQ for an exclusive live performance, and now we have the videos to prove it. Up first, the boys performed a stripped-down version of “The Whip,” which you might recognize from… oh, everywhere (seriously, it’s in like, every commercial). And we’re not sure how, but we think the live version might actually be more addictive than the original. Next, “In Celebration” will have you reaching for your party pants, and maybe your striped socks, too, because Locksley makes them look really good.

+ Check out Locksley’s live performances of “The Whip” and “In Celebration” below.

Industry insiders, music snobs and fans came out in force to the Hype’s launch party June 16, held at the iconic Village Recorder in Los Angeles. Attendees were treated to amazing performances from Hype artists Wallpaper., New Cassettes, The Diamond Light, Locksley and Atlantic Connection. For those who missed it check out the photos below and eat your hearts out!!

Hype artists show support at Hype launch party. Click on the photos for artist info and to hear tracks.

Photos by Daniel James O’Connell

Hype Artists Wallpaper., New Cassettes, The Diamond Light, Locksley and Atlantic Connection take the stage at the Hype launch party hosted by Nic Harcourt.

Photos by Regina Visconi

JULY 26 #STUPiDFACEDD EP DUE VIA BOARDWALK RECORDS’ NEW PARTNERSHIP WITH HYPE MUSIC

Just recently, Wallpaper. stormed the “2011 MTV Movie Awards” red carpet, donning a gold lamé suit and his signature shades/hat combo. Now, the MTV relationship is cemented further, as Wallpaper. and Boardwalk Records have partnered with MTV and Extreme’s HYPE MUSIC, the remarkable, first-of-its-kind, hybrid music licensing partnership that incubates, nurtures and introduces some of today’s hottest, emerging, independent artists to professional music users. MTV and Extreme Music are the production music arm of Sony/ATV.

“MTV’s commitment to showcasing the best emerging artists continues with Wallpaper. coming aboard as the newest member of the HYPE roster,” said Joe Cuello, Senior Vice President of Creative Music Integration for MTV. “His breakthrough song and video ‘#STUPiDFACEDD’ debuted on mtvU and he will be premiering new music as the Featured Artist on the upcoming season of Jersey Shore.”

“Wallpaper. boils it down, takes no prisoners and is poppier than space dust… This is a truly an amazing addition for HYPE.”
- Russell Emanuel, Extreme Music CEO/President

The newfound consortium will release the #STUPiDFACEDD EP on July 26, while Wallpaper.’s LP is due later this year via Boardwalk Records. “Wallpaper. exemplifies the true artistry and musical innovation that Boardwalk aims to nurture and be in business with,” says Evan Bogart of Boardwalk Records. “We couldn’t be more thrilled to partner up with the groundbreaking HYPE MUSIC for our flagship release.”

The #STUPiDFACEDD EP will feature eight new original songs including the single, and title track, “#STUPiDFACEDD,” as well as songs featuring Bay Area rap legend Too Short, and buzzing up-and-comer K. Flay. In conjunction, Wallpaper. will show off their skills and swagger at a series of west coast headline dates for the “#STUPiDFACEDD EP Release Tour,” which will include stops at the Troubadour in L.A. and back home in San Francisco, at the Great American Music Hall. Immediately following, they will join synth-rockers AWOLNation for additional touring.

Boardwalk Records is a subsidiary of The Boardwalk Entertainment Group, a multi-media company housing Boardwalk Films, Boardwalk Television, Boardwalk Technologies and The Boardwalk Music Group, founded by Evan Bogart, Tim Bogart, and Gary A. Randall. Evan Bogart is an American music executive and songwriter who has contributed to long list of internationally successful artists, including Beyoncé (“Halo”) and Rihanna (“SOS”).

WALLPAPER HEADLINE DATES

July 20 San Diego, Calif. Casbah
July 21 Costa Mesa, Calif. Detroit Bar
July 22 Los Angeles, Calif. Troubadour
July 23 San Francisco, Calif. Great American Music Hall

WALLPAPER WITH AWOLNATION

August 3 Fayetteville, Ark. George’s Majestic Lounge
August 4 Dallas, Texas The Prophet Bar
August 5 Houston, Texas Warehouse Live Studio
August 8 Tucson, Ariz. The Rock
August 10 Sacramento, Calif. Ace of Spades
August 11 Portland, Ore. Roseland
August 12 Reno, Nev. Knitting Factory
August 14 Boise, Idaho Knitting Factory
August 16 Salt Lake City, Utah The Complex/The Rockwell
August 18 Denver, Colo. The Summit Music Hall

Extreme Music have partnered with MTV to create a new platform. Hype Music.

They’re calling it a hybrid licensing partnership as it combines an old-school A&R approach to discovering & nurturing raw, new talent in the form of bands and artists and an innovative direction in finding new ways to license the music. By partnering with MTV (who also serve as distributor), all artists get a first-look consideration for placement in MTV shows and they also benefit from the reach and reputation of Extreme Music who will provide their pre-cleared songs to professional music users around the world.

So to boil it down we’re seeing a real cross-pollination between the worlds of commercial and production music. Smart move!

Nic Harcourt (former music director at Santa Monica’s KCRW for 10 years) is on board as Chief Creative Consultant so you know that there’s some serious taste-making going on behind the scenes there too.

According to the press release Hype Music have a strict “No Submissions” policy so all music has been sourced by the creative teams at Extreme and MTV.

So far the artists seem to come mainly from the UK and America, not sure if this will expand in the future to include other territories. If this is successful I reckon that would be a good way to expand.

Genres covered so far are a reflection of what you would find in the charts – dubstep pop, alt indie, electro rock – this direction makes perfect sense with MTV at the helm. The company does state that they are a “king-making music discovery team that can pick the next big thing with the precision of a predator drone” (anyone familiar with Extreme’s track descriptions will know that this is a quiet understatement coming from them!) so I’m hoping that we will actually get to see some new musical styles being developed on this platform in the future.

The music itself is very well produced, instantly accessible and has that familiar-yet-new feel that really helps when selecting tracks for TV.

Head on over to hypemusic.com to hear for yourself!

http://theneedle.tv/?p=815/

MTV, a division of Viacom Inc. (NYSE VIA and VIA.B), today announced that Nic Harcourt will serve as the first Music Supervisor in Residence for the channel.  Bringing a wealth of experience and pedigree for putting such artists as Coldplay, Dido and Norah Jones on the map, Harcourt will work closely with Joe Cuello, Senior Vice President of Creative Music Integration for MTV, to bring his music supervision skills to select MTV shows over the course of the coming year.

In addition, Harcourt will serve as a Chief Creative Consultant for the newly announced Hype Music: a first-of-its kind hybrid music production and licensing partnership from MTV and Extreme Music that is fueled by the very best new and emerging independent talent.  Harcourt will offer his keen ear and eye for talent to contract directly with Hype to produce new music with vocals that will enjoy first look consideration for key placements across MTV Networks’ programming and be licensed through Extreme’s global client base of professional users.

“Nic Harcourt is synonymous with music discovery and we are excited to bring his wealth of music knowledge and experience into the dialogue that MTV has with our audience about music,” said Cuello.  “As MTV’s first Music Supervisor in Residence, Nic will help shape the sound of MTV’s programming as well as expand the scope of our relationships with emerging talent through Hype Music.”

“Any new band knows that a play on one of Nic’s shows really means something,” said Russell Emanuel, Extreme Music CEO.  “Hype is all about emerging talent, so when the opportunity arose to harness his uncanny ability to spot the next big thing, it was a no brainer.”

Regarded as the ultimate “tastemaker” in music, Nic Harcourt has helped launch the careers of KT Tunstall, Ting Tings, Sigur Ros, Damien, Rice, Death Cab for Cutie, Franz Ferdinand, Interpol, Adele and countless others.  He has been described by music writer Mark Weingarten as “the most influential DJ in America.”

He is the former host of both Morning Becomes Eclectic and the syndicated show Sounds Eclectic.  After 10 years as KCRW Music Director, Nic stepped down in 2008 to pursue other opportunities.  Still a DJ at KCRW, Nic currently serves as the host of the award winning Guitar Center Sessions on DirecTV’s 101 and n3D channels and works in Television & Film as a consultant and music supervisor.

His TV credits include: 90210, Queer as Folk, Life as We Know It, In Justice, What about Brian and Love Monkey (for which he was also a co-producer), as well as advertising campaigns for Mitsubishi Motors, Apple’s iPod and KIA.  His movie credits include: Charlie St. Cloud, He’s Just Not That Into You, Pride and Glory, Igby Goes Down, Gone Baby Gone and Dukes of Hazzard.

Nic also produced the Sounds Eclectic CD compilation series.  Harcourt’s first foray into literature was Music Lust, a book of “recommended listening for every mood, moment and reason.”