Procter & Gamble approached Publicis looking for a fresh and innovative advertising opportunity for their brand Body on Tap. The result is Pump Up the Volume, South Africa's biggest nationwide band search to date. Red Cherry Productions are producing this new reality television series about the tough SA music industry.
Four highly qualified judges, Dennis East (legendary SA producer and singer), Erin Samson (Ex-101 Singer), Paul Rotherham (Highveld Radio DJ and face of Body on Tap) and Zwai Bala (ex-TKZEE front man and producer) are looking for a new South African band that is going to rock the nation with their explosive original sound.
From gospel to punk - anything goes! The winner gets a fully equipped Yamaha touring rig, professionally recorded single, music video and their own HP laptop to kick off their career. So far the judges have short-listed twelve bands from the two hundred demo entries and have travelled the country watching their live performances. From there six bands have been short-listed for a workshop where they'll be put through their paces: perfecting their original songs and gigging every second night in a dramatic elimination round.
Red Cherry, who produced the hit show Coca Cola Popstars, are confident that this new talent search will approach things a little differently, with an emphasis on the music and unbelievable local talent rather than negative judge comments. It airs every Sunday at 21.30 on SABC3, sponsored by Body on Tap.