Creative Media Network and Shaftesbury launch Deal Real Legacy Youth Engagement Programme Creative Media Network and Shaftesbury have joined together to create a new initiative – a Youth Engagement Programme offering 10 teenagers live briefs, networking opportunities and an accredited qualification. The project was created by Vincent Olutayo, one of the founders of the legendary hip hop record shop Deal Real situated in Carnaby from 2002-2007. 10 creative and digital media students from City of Westminster College who have a passion for media, fashion and branding have been selected to participate in a 10 week training and skills development programme, which is funded by Shaftesbury. Shaftesbury is also providing support including resources, office space, marketing support and the pop up shop. The project will include mentoring from industry influencers, advice on career paths, an internship with live briefs and a series of talks and workshops from Soho media companies and Carnaby brands. Ambassadors from agencies and brands will speak during the training programme, giving an insight in to their industry, day to day activities and key responsibilities allowing the young people to see the diversity of the modern workspace, industry guidance, work experience, links with professionals and a valuable understanding of workplace expectations. The programme runs alongside the opening of Deal Real Legacy pop up shop at 14 Newburgh Street which launches on Record Store Day on 18 April; it will showcase new talent in fashion, art and music as well as playing host to a photography exhibition showing highlights from the original store, plus weekly in-store gigs with a line up including Kate Tempest, Kano and Tinchy Stryder with more to be announced. Deal Real supported the development and progression of many young emerging creatives. From musicians, visual artists, film producers and aspiring industry professionals, Deal Real provided a platform to showcase, gain experience and build valuable networks. Much of the talent have gone on to become successful artists, as well as industry professionals in their own right. Notable achievements have included open mic host Doc Brown who caught the attention of Mark Ronson and toured with Amy Winehouse, Lily Allen and Stuart Zender. Following a recommendation from Deal Real, UK hip-hop producer Lewis Parker was invited by Wu Tang Clan member Ghost Face to produce songs on two forthcoming albums alongside Just Blaze and Sean (P-Diddy) Combs. “Deal Real helped inspire me to pursue music as a career. I started out in 2004 knowing nothing whatsoever about the music industry. They gave me real insight and advice in a number of areas including PR, distribution, production and branding. A year later I had my song on national radio and the rest is history.” Rapper, singer and song-writer Example "The youth empowerment programme definitely meets Deal Real's ethos of supporting emerging and diverse talent. We are therefore really pleased to be partnering with City & Westminster College, Shaftesbury and Creative Media Network, to deliver this structured programme, as part of the Deal Real Legacy event. Not to mention the work placements to be provided by supporting Carnaby businesses makes this project truly worthwhile." One of the Deal Real founders, Vincent Olutayo “We're very happy to be working with the Deal Real Legacy project and Carnaby. It can be difficult to secure enough suitable work placements for all our learners. Our learners will benefit from working with real employers and will develop valuable employability skills. It is great they will be supported by big media houses and key Carnaby brands.” Anna Cook, City of Westminster College “Carnaby is the perfect destination for this project with its iconic music links. We are supporting the local community and students to give them as much experience and opportunities in life, investing in their futures and careers.” Clare Harris, Head of Marketing and Communications at Shaftesbury. The UK creative industries contribute £70bn annually to the economy, employing over 2.5million people, Soho itself accounts for more than 1-in-5 of these jobs. Only 9.5% of the industry is under the age of 25. At a time when over 750,000 young people remain unemployed, opportunities like the Deal Real Legacy project have a significant part to play in addressing the problem and Carnaby are grateful to be a part of the project. Carnaby.co.uk @CarnabyLondon #Carnaby DealReal.co.uk @DealRealLegacy #DealReal For further information and images please contact Scarlett Engineer at Sister Tel: 020 7287 9601 [email protected] Notes to Editors Deal Real Deal Real was a renowned hip hop specialist record shop, located at 3 Marlborough Court. Moving from its Noel St. location in Soho, the Carnaby store was opened under new management in 2002 by Vincent Olutayo and Olu Olutayo who came together through a mutual love of hip hop culture. The shop ethos centred on promoting the diverse range of UK and US hip hop culture, with a particular focus on emerging UK artists and genres that had very few other outlets. They even embraced early emerging genres like electronica, dubstep and grime. Deal Real soon became renowned youth culture consultants, working with brands including Puma and Adidas, using these opportunities to provide sponsorship and showcase opportunities, as well as work experience to aspiring creatives. Deal Real’s artist management division worked with various emerging artists, most notably Mr Hudson who signed a major recording deal with Universal records in 2007. Carnaby Carnaby is in the heart of London’s West End, two minutes away from Oxford Circus and Piccadilly Circus, where over 150 brands of quality and distinction and over 50 independent restaurants and bars can be found across 13 streets, including the world famous Carnaby Street. Carnaby is a unique and iconic experiential shopping and dining destination. Creative Media Network Creative Media Network is a non-profit organisation which aims to build aspirant and confident young people by supporting them to develop skills to equip them for a challenging future. The programmes centre on providing aspiring, creatively minded young people aged 16-24 with creative industry focussed training and skills development, mentoring and work opportunities. Shaftesbury Shaftesbury is a UK listed REIT, which owns a unique real estate portfolio extending to 14 acres in the heart of London's West End. Their holdings are concentrated in Carnaby, Covent Garden, Chinatown, Soho and Charlotte Street. Shaftesbury’s focus is on retail, restaurants and leisure in the liveliest parts of the West End. The portfolio now comprises 587 shops, restaurants, cafés and pubs, extending to 1 million sq. ft. The management strategy is to create and foster distinctive, attractive and prosperous locations through an innovative long term approach. .