BRITISH UNDERGROUND NEWS RELEASE
FROM LEWISHAM HIGH STREET TO RIO
RISING LONDON GRIME MC ELF KID TAKES LONDON’S GRIME MUSIC TO THE RIO OLYMPICS, FEATURING AS PART OF LONDON’S OFFICAL CULTURE CELEBRATION
“GOLDEN BOY” ELF KID TO PERFORM ALONGSIDE ARTISTS INCLUDING NADIA ROSE AND LOGAN SAMA AT BRITISH UNDERGROUND’S GRIME SHOWCASE, WHICH WILL FEATURE AS PART OF THE OFFICIAL LONDON CULTURAL SECTOR CELEBRATION ‘LONDON’S SOUNDTRACK’ HOSTED AT THE BRITISH HOUSE (PARQUE LAGE) AT THE RIO OLYMPICS 2016
London, Rio De Janeiro, Friday 9 August – Rising London grime MC Elf Kid, famed in the grime scene for his break through track ‘Golden Boy’ is taking grime music to the Rio Olympics 2016 this year, performing at international showcase curator British Underground’s ‘Grime Showcase’ hosted at British House on Sunday 14 August, as part of ‘London’s Soundtrack’ culture sector celebration event, which aims to generate new business opportunities and networking for London’s culture and creative industries.
Elf Kid stated: “It’s a privilege to be a part of British Underground’s Grime Showcase at British House – Grime music is thriving at the moment and for Sadiq Khan to make it the focus of London’s celebration of culture this year at the Olympics – it’s incredible. Myself, Nadia and Logan are very proud to be representing and showcasing the Grime sound out in Rio.”
The Mayor of London, Sadiq Khan, said: “Elf Kid, Nadia and Logan will show the world how grime music represents London’s diverse culture. I hope these incredible young people will inspire others to make the best of what our great city has to offer and encourage the world to invest in London’s thriving cultural and creative industries. British Underground have been doing an excellent job exporting British music to important international showcases across the world for the last 15 years and this event in Rio demonstrates very clearly that London is Open for business.”
The event will be held at the beautiful Parque Lage venue, at which ‘British House’, the official residence of Britain, during the Rio Olympics, will feature an exclusive live performance from Elf Kid, who will perform in front of hundreds of high profile guests from the worlds of sport, industry and culture. The first time a grime music themed event has ever been hosted at an international Olympics – British Underground’s Grime Showcase, which follows Dizzee Rascal’s performance at the London Olympics Opening Ceremony in 2012, further highlights the significance of the grime genre, which has seen an increase in coverage by mainstream media in the last few years, after high profile artists such as Stormzy and Skepta broke through into the mainstream in 2016.
Lewisham and Deptford based artist Elf Kid initially featured on music platforms such as SBTV, which brought him to the attention of showcase curator British Underground. British Underground CEO Crispin Parry stated: “We met Elf at SXSW this year when he performed as part of our grime event in Austin and we just had to get him to the Rio Olympics. Grime is an important musical genre and needs to be given this international platform – we hope this showcase will put Elf and also the grime genre on the global cultural agenda, leading to many great things to come!”
Elf Kid, Nadia Rose and Logan Sama will be perform alongside a variety of other music related talent including beatboxers and live global street art as well as a headline DJ set from Chase & Status.