The awards represent a broad cross section of the subcultures that drive youth culture. These include surfing, skateboarding, inline skating, snowboarding, skydiving, graffiti, street art, fmx, bmx, hip hop, punk, and rock music, wakeboarding, photography, animation and design. Launched in June 2004, there are currently 35 nominees across the five categories (Male and Female Rider of the Year, Most Radical Performance, Best Artistic Contribution and Best Live Music Performance).
The awards are evolving at the pace that this culture defines - making them truly representative of what the youth are doing right here, right now, according to Atoll Media.
When asked about how projects such as the 4U Performance Awards impact on youth culture and free sports, top SA female surfing achiever Tamarys de Maroussem, a Female Rider of the Year nominee, says: "It helps develop surfers to become more committed and receive acknowledgement for their time spent. It also helps to individualise role models for the youth."
Media interest is peaking as the awards receive coverage on TV, radio, in magazines and newspapers as well as at music festivals and free sports competitions.
The final winners in each category will be decided by a panel of judges including Atoll Media editors Lari Brown, Miles Masterson and Craig Jarvis, 5Fm DJ Kevin Fine as well as a public vote which will be run via sms.
For more information, log onto www.swg.co.za or www.bluntmag.co.za or www.zigzag.co.za.
