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PACO’S MUSIC CHANNEL: Long steeped in rock ‘n’ roll, Paco Rabanne’s fragrance brand Black XS is diving deeper into its promotional activity for new talents with the launch of Black XS Records. For the project, Black XS partnered with MTV and My Major Company, a fan-funded music concern that discovers rising stars. Until June 13, people can post music videos of themselves on pacorabanne.com/blackxs. At the same time, anyone can vote for a favorite artist on the platform. The most popular 50 will be chosen.
Then in June, of those 50, a jury made of three music professionals will reveal the five semi-finalists, who between July and December are to cut an album in Brussels’ ICP Recording Studios. Each artist will sing two songs. The album will be released in November on iTunes, Spotify, Deezer and Black XS’s home page. A winner will also film a video clip directed by MTV.
Since the Black XS fragrance’s 2005 introduction, the label has backed numerous musical ventures. In 2011, for instance, Paco Rabanne invited fans of Black XS fragrances to experience the life of a rock star with the launch of a Web site, be-a-rockstar.com. It featured video content produced by Universal Music Group’s Paris-based production arm Off TV. Dubbed “The Black XS Off Shows,” there were short films about nine bands. More recently, Paco Rabanne hosted a gig of the Plasticines girl band in Paris earlier this year.