Other mentors for the new digital A&R platform include Run-D.M.C.’s Darryl McDaniels and Beenie Man.
Red Stripe beer and music/entertainment technology firm SUM Entertainment are the principals behind Ignite Urban. The new digital A&R platform is the latest entry in the talent competition ranks, giving pop, R&B/hip-hop and reggae artists the opportunity to win a recording contract and work with one of three top producers.
Signing on as Ignite Urban's artist ambassador is rapper/songwriter Nelly. "Ignite Urban is a great platform for young, aspiring artists to get into the game," said Nelly in a statement to Billboard. "I'm excited to help mentor future artists."
Also among the artists, songwriters, producers and executives providing professional insight and guidance throughout the competition are Run-D.M.C.’s Darryl McDaniels, songwriter/producer Daryl Simmons, Tony! Toni! Toné!’s Dwayne Wiggins, Johnny Gill, Midnight Star and Beenie Man. Contestants will get the chance as well to perform at Red Stripe-sponsored concerts and local “I Do Music” events produced by Ignite Urban and Atlanta's Patchwerk Recording Studios.