Raw talent in the shop window

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Cool for customers: Serf performing in the Virgin megastore as part of last year's City Showcase festival

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• Best of the fests

City Showcase
Until 6 June, www.cityshowcase.co.uk

With the opportunities afforded by MySpace and Last FM, you might think it would be easy for a talented young band to reach an audience. Not so.

There is still the tedious ordeal of negotiating with promoters to find a decent place to perform, not to mention the frustrating business of turning rock 'n' roll into a paying career. Which is why initiatives like City Showcase are to be welcomed.

Since 2003, this week-long not-for-profit festival has provided valuable exposure for bands looking for their first break, and helped them to get a foothold in the commercial world.

Unsigned acts whose demo recordings impress the judges are given the opportunity to collaborate with rising artists, producers and fashion designers, culminating in this week's programme of free gigs in Carnaby Street shops such as Quiksilver, Vans and Miss Sixty.

There are full listings on the website - but the best strategy is simply-to wander around, dipping into anything that sounds good.

In addition to these daytime events, there are mixed bills at more conventional venues, such as tonight's urban showcase at the Borderline, as well as a programme of talks, masterclasses and songwriting surgeries throughout the week (tickets required).

Purists may baulk at the commerce, and bands may wonder whether playing the Ben Sherman store is quite the stuff of rock 'n' roll dreams. But with the music industry shifting, only the highly principled would turn down such a shop window - especially given the inevitable A&R presence.

The roll-call of acts who have benefited from the showcase in the past includes Amy Winehouse, Razorlight, Hot Chip, Sway and Ray Lamontagne.

Tom Chaplin of Keane cites the band's 2003 City Showcase gig as a vital step on the ladder: "At that time we didn't have a record deal, and had no chance of getting tour support - so every decent gig we were offered was a godsend".

 

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