Expressing youthful talent reaps rewards

"Our objective is to source and expose the freshest, most radical and influential individuals that are active within South African youth culture," says John McCarthy Atoll Media Publications Manager. "We seek to acknowledge their passion and reward their commitment as they go about the business of redefining what is and isn't possible in today's world."

There are five award categories, designed to acknowledge superior performance and expression in the most influential genres of youth culture.

1. Rider of the year (Male), Rider of the year (Female): the male and female winners of this award will each receive R35 000 for an extremely high standard of all-round, consistent performance in their chosen action or free sports discipline. Submissions are expected from the subcultures of surfing, skating, snowboarding, flowboarding, wakeboarding, FMX and BMX.

2. Most Radical Performance: this award will acknowledge the single most 'insane, unbelievable, mind-blowing, inspirational and innovative' free sport performance of the year, in the same sub-categories mentioned above, with a R30 000 cash prize.

3. Best Artistic Contribution: the person who wins this award of R25 000 will have achieved a high technical standard and relative social comment with a definitive piece of work that is a visual representation of contemporary South African youth culture. Sub-categories of works include fine art, video, film, design, tattooing, graffiti and photography.

4. Best Live Music Performance: the best live performance of a local solo music artist, band or DJ that stems from the genres of hip-hop, punk, rock, metal, alternative, industrial and kwaito will win this award of R25 000. The crowd response and overall atmosphere of the performance will be factors used in determining the winner.

The 4U Performance Awards will run for an 11 month period up to 30 May 2005.

Carmen Hobbs, Vodacom 4U brand Specialist says: "We want to get involved in South African youth culture in a real and meaningful way. What we do must have a significant impact on the grass roots of our youth and must positively influence their outlook."

The progress of the awards can be followed in Zigzag, blunt and Saltwater GIRL magazines. Information regarding the nomination and voting processes as well as any other rules is available on the websites of these publications - www.swg.co.za; www.bluntmag.co.za; www.zigzag.co.za .

The final winners will be decided by a panel of five judges comprising the Atoll Media editors Miles Masterson, Craig Jarvis and Lari Brown as well as 5FM DJ Kevin Fine and a public vote, which will be run via sms.