vfiles creates first crowdsourced music platform
Over the past three years, VFILES has shifted from an image sharing social network, to an IRL and URL retail powerhouse, to a fully fledged NYFW runway show in which all participating—from designers to makeup artists—are sourced through social media. Today, VFILES announces the newest chapter in its efforts to democratize creative industries: VFILES LOUD!
The new initiative sees the extension of VFILES' populist fashion formula to the world of music, working to discover the internet's best unknown artists and provide a global platform to showcase their stuff. As founder Julie Anne Quay explained of the platform's fashion program last season, designers apply through the VFILES website, the brand then compiles a shortlist to review with a panel of expert mentors, the winners are announced, and it's a race to the runway. VFILES LOUD will apply this process to music.
Starting today, artists can upload their original sounds to VFILES.COM/LOUD to one of five genres: pop, electronic, R&B, rock and hip-hop. Once submissions are closed, the VFILES team and its panel of mentors review each candidate based on factors including creativity and marketability. And the LOUD panel of mentors is exactly who any bedroom producer or hip-hop hopeful would want to impress: Deputy Editorial Director of MTV, Richard Turley; Senior Director of Music and Talent Programing at MTV, Yomi Desalu; tip top producer and CEO of Fools Gold Records, A-Trak; and Hood by Air's go-to stylist, Akeem Smith.
And this isn't some Making the Band 2 style garbage where Diddy demands his prospects walk 12.4 miles from Manhattan to Brooklyn to get him a slice of Junior's cheesecake; the VFILES LOUD top spot is major. The winner will receive a music video directed by VFILES that will premiere worldwide on MTV, a crazy ass screening party for said video, and the release of their single on Fool's Gold.
Text Emily Manning
Photography Kate Owen, VFILES fall/winter 15 show