JLS star launches app at BDA

Monday 10 February 2014

Former JLS star Oritsé Williams surprised students at Burlington Danes Academy with the launch of a free music app on Wednesday.

The 2008 X Factor finalist joined representatives from the Intellectual Property Office, UK Music and Aardman Animations – best known for the Wallace and Gromit films – to speak about Music Inc.

The new game is designed to give fans a taste of working behind the scenes in the music industry, simulating some of the challenges faced by aspiring artists in the digital age.

Williams, artistic ambassador for Music Inc, said: “Having experienced both sides of the business, as an artist and manager, I believe it’s important to educate budding creatives about what it takes to build a career in the music industry.

“Not only is the app educational but it’s also great fun. I would have loved a game like this when I was growing up and certainly will be playing it now.”

UK Music CEO Jo Dipple explained that the app conveys a message about the value of creativity in a fun and interactive way.

It is hoped Music Inc will raise awareness of the negative impact that copyright infringements, including illegal downloads, can have on those working in the business.

Minister for Intellectual Property Lord Younger said: "The UK has a world leading music industry with globally recognised artists, something we should be proud of. But getting the protection of their work, and its value right, is vital for a vibrant and successful future.”

Burlington Danes Academy specialises in performing arts and hosts regular musical performances in our 300-seat, on-site theatre.

Dame Sally said: “We have a wealth of musical talent at the academy and we welcome any opportunity for our students to learn a little more about what is, of course, a very complex industry.”

Following a workshop with music students, who had a chance to test the game, pop-sensation Williams took questions in assembly, before dropping in on a few classes.

Promising musician Yassin Seddik, Year 9, said: “It seems like a fun and interesting app. It gives you an idea of how things really might be in the music world.”