Hackney-born singer-songwriter Mychelle has been awarded a professional demo deal with Kobalt after she performed at Budweiser’s billboard-turned-stage event ahead of The Brit Awards earlier this month.
In partnership with FCB New York, on 10 February Budweiser turned one of its billboards in Shoreditch into a stage to champion female artists ahead of The Brits.
A selection of up-and-coming artists performed at the free concert which aimed to give a platform to musicians ‘who could one day be gracing The Brits stage themselves’.
The performances were live-streamed via projectors across London, culminating in a broadcast on screens outside and inside the O2 Arena on the night of the Brits. The broadcasts also included a QR code link, allowing fans to access a playlist full of the musicians’ songs.
As a result of the unique branded gig, Kobalt A&R scout Zach Bingham decided to award Mychelle with the opportunity to produce a professional recording with Kobalt and the Department of Music.
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In 2019 actor Idris Elba took notice of Mychelle during one of her street performances and invited her to write and sing for ‘The YARDIE Mixtape’, the companion soundtrack to his directorial film debut ‘YARDIE’. The singer has also released music on several music streaming platforms.
“Budweiser has always celebrated greatness, and with the controversy over a lack of representation at this year’s The Brits, we wanted to show our support for up-and-coming musicians by building a stage where everyone and anyone could perform.” Budweiser senior brand manager Jack Morris said. “We are so proud to have worked with such a fantastic, talented selection of artists and can’t wait to see what they do next!”
