You know, at times I do worry that the world might have fulfilled its required quota of unsigned band competitions, but this one is interesting, so we'll let it in.
O2 last night unveiled its very own unsigned band search - O2 Undiscovered. Aspiring bands are being encouraged to upload tracks to the O2 website or, for the less net savvy, to take a CD into an O2 shop. Tracks will then be reviewed by a team of music types - namely former Mean Fiddler owner Vince Power, Times music critic Lisa Verrico, Music Week man Ajax Scott, Xfm presenter Lucio, Polydor Head Of A&R Simon Gavin, and former Elastica guitarist Paul Jonze.
The best bands picked out by that bunch will then receive a range of support and opportunities - including studio and producer time, a digital release of a track, the chance to play at an industry showcase, and a slot at the O2 sponsored Wireless festival.
Confirming the venture, O2 Marketing Director Russ Shaw got on the phone (his O2 phone, presumably) and told CMU: "O2 has demonstrated a commitment to music at all levels in the past three years, from major sponsorships such as the O2 Wireless Festival to bespoke and innovative services such as a tie-up with up and coming band The Upper Room. O2 Undiscovered aims to identify, support, nurture and develop musical talent and ensure that grassroots music has the opportunity to be heard by the public, by simply inviting people to drop their demo tape into an O2 store or upload their music onto the O2 website."