Jamelia Returns To Her Roots For Birmingham Campaign

British pop singer Jamelia is fronting a new campaign to raise the profile of her hometown, Birmingham.

The multiple MOBO Award winner has been chosen to promote the Birmingham section of the BMW 1 Series online listings magazine, 1 Off, in which she identifies her favorite venues and some of the Midlands city's "unusual and quirky" sites.

"I was asked to do it by BMW and obviously I jumped at the chance. It's my hometown. I got the chance to come back home. And it's been fun," Jamelia tells Billboard.biz.

"I'm very proud to be a part of the Birmingham music scene. We have got some amazing artists who are from here and have been very successful and its great to be one of them."

In music terms, Birmingham's scene has traditionally punched above its weight, having fostered the likes of heavy metal pioneers Black Sabbath, pop/rock veterans Duran Duran and rising alternative rock act Editors, among others.

The 1 Off Website is initially focusing on the six British cities of London, Glasgow, Cardiff, Manchester, Birmingham and Newcastle.

Jamelia has enjoyed a string of top 40 entries in Britain and three successful album releases since her debut effort "Drama" from 2000. However, she recently parted ways with EMI label Parlophone, her record label for the best part of the last decade. The artist remains confident a fourth solo album will be ready "hopefully toward the end of the year."

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