Fusion 06 in search of next regional pop star

The event is scheduled to take place at Airport Expo Dubai from September 21 to September 23, 2006.

'Ford Fusion Stars' will initiate the search for a pop star through a song contest to determine the best 'undiscovered' young talent in the region. In recent years such competitions have become the most highly publicised music challenges in the world, with millions of avid fans tuning in to their TV sets.

Young hopefuls will be evaluated during preliminary rounds held at Bur Juman Shopping Mall, on 7th & 8th and 14th & 15th September. Those chosen will then compete head-to-head in the semi-finals, which will take place on 21st and 22nd at Fusion. The finals will be held on 23rd September, the last day of the show, in front of industry music executives and regional talent scouts. Sony BMG, EMI and Zee Arabiya will form the judging panel for the contest, whilst 104.1FM Emirates Radio 1 will host the programme.

'Along with Ford we want to reach out and encourage the region's talented young and trendy set. We want to spread the message that both Fusion 06 and Ford recognise and applaud those who seek challenges and have aspirations to make a difference. The Ford Fusion Stars competition is a prime example of this,' stated Adam Taylor, Event Director, Fusion 06.

In addition to the social prestige and industry accolades, the winner will receive a new Ford Focus, the brand's sporty bestseller and a model that has clearly captivated the adventurous spirit of the region's youth and has generated a great deal of excitement. Since its launch, the Ford Focus has grown to be an icon for youth.

Hussein Murad, Sales & Marketing Director, Ford Middle East, said, 'The Ford brand speaks directly to the region's youth, as we introduce more progressive products that have been designed with young people in mind, such as the Focus, Fiesta, Mustang and Mondeo ST220. The Focus is the perfect grand prize because it is stylish, capable and affordable - and these are product attributes young people value the most.'

As main event sponsor at Fusion 06, Ford is also sponsoring the show's fashion arena, which has received the commitment of many leading brands, who will present their latest collections over 12 highly-charged fashion shows.

Taylor added, 'Ford is a renowned global brand and its support complements our aims and objectives in so many ways. Fusion 06 is essentially a unique fashion, music and style event, reflecting the lifestyles of the youth market, delivered in a fresh and highly entertaining way.'

In all, organisers IIR Middle East are expecting 20,000 visitors and hundreds of exhibitors covering everything from fashion to technology and sports to music, in what amounts to a cool weekend hang out for the youth market.

Fusion 06, the first-of-its-kind event in the entire region for style-lead products and accessories, will usher in a new era in retailing and branding in an interactive environment. The festival will feature iconic brands, the Motorola Chill Out Lounge, live music entertainment acts, fashion shows, model scouts, free beauty makeovers, adventure activities, Zee Arabiya's VJ recruitment drive and daily prize draws to attract the interest of a youth audience with products that will stand apart in terms of design and innovation.