Musical instrument megastore X Music is adding its name to the line-up of major industry companies supporting Irish Music Month, adding an incredible €5,000 of gear to the 'A New Local Hero' award fund.

Twenty-five independent radio stations from all over Ireland have signed up for what is the biggest ever programming event undertaken by local stations, since the foundation of independent radio in Ireland, in 1989. The event is supported by the BAI, under its Sound & Vision scheme. Other supporters of the project include XL Retail group, MCD Concerts, IMRO and RAAP.

The benefits of Irish Music Month for artists include €100,000 going directly to musicians and performers; a €125,000 radio campaign to buy Irish music and Irish music merchandising running across the 25 stations - which will also result in additional revenue going directly to Irish artists. There will be significantly increased radio play for Irish music across all 25 stations and extensive support from Hot Press in order to drive additional exposure, sales and revenue for artists.

Being selected for get A New Local Hero Award will open up the entire music industry to the recipient, rightly making it the most coveted award of its kind in Ireland.

“We’re really thrilled to be part of Irish Music Month, and to provide a very special prize for the artist or band selected as the recipient of the A New Local Hero award,” Gerry Forde, founder and director of X Music said. “There is such a huge amount of great talent coming through in Ireland right now, and the support of Irish radio for that talent is absolutely crucial. X Music is a wholly-Irish owned company, and so Irish Music Month connects to an idea which is fundamental to us: we have all the skills and the ability here in Ireland to stand tall alongside the best in the world – and that applies to our musicians, our composers, our songwriters and our bands, as well as retailers like X Music. Irish Music Month is a great way of reinforcing that, so well done to the 25 radio stations who are supporting it and to Hot Press for driving it.”

"The A New Local Hero Award’ is already looking like a phenomenal success for bands and artists around the country, with submissions received by participating stations ready to exceed 1,000 – and rising,” John Purcell, Chairman of Independent Broadcasters of Ireland (IBI) said. "Irish Independent Radio has always been a huge supporter of Irish Music and we are delighted to welcome X Music on board, adding €5k’s worth of equipment to what is already a brilliant prize for this element of the Irish Music Month campaign. This kind of backing is exactly what the Irish Music industry needs right now. All 25 stations taking part want to thank X Music for their support – which comes in addition to that of XL Retail, IMRO and RAAP as well as the BAI Sound & Vision fund and, of course, Hot Press. Check out your local radio station for details on how to take part and how to listen to the best of Irish music this October.”

“The A New Local Hero award is a central part of Irish Music Month, and so we are thrilled to have X Music on board, to add an additional €5,000 to the prize fund, in the form of musical equipment,” Hot Press editor Niall Stokes said. “Especially now that we are dealing with the lingering effects of the pandemic, it is vital that everyone involved in Irish music should work together towards a higher goal – which is to create the best possible environment for Irish artists, bands and DJs to thrive both locally and internationally – and X Music is a vital part of that picture. It is what the 25 radio stations have committed to doing with Irish Music Month. And it is what our partners XL Retail stores, as well as MCD Productions, IMRO and RAAP are also helping us all to achieve. Long may it continue."

A New Local Hero – The Complete Prize Package.

In addition to being paid €2,100 for two performances, at the local and national stages of A New Local Hero, the ultimate recipient of the A New Local Hero Award 2021 will receive the following:

– A fresh prize of €5,000 in cash
– An additional €5,000 worth of music equipment from X Music
– The release of a single on the Rubyworks label (home of Hozier, Rodrigo y Gabriela, Wyvern Lingo, David Keenan, Irish Women in Harmony and more)
– A rare, simultaneous play for the single on all 25 stations involved in Irish Music Month
– A minimum of 750 plays across the 25 local and regional stations participating in Irish Music Month
– Promotional exposure across the 25 stations, a major PR campaign and an interview in – and other support from – Hot Press

• X Music is a purpose-built musical instrument megastore, located close to the Red Cow Roundabout in Dublin. and encompassing over 10,000 square feet of instrument displays, over two floors. It is home to Ireland’s largest selection of musical instruments, including all of the major brands – covering guitars, basses, amplifiers, keyboards, drums and percussion, microphones, headphones and DJ gear, PA systems, recording, studio monitors and interfaces, folk instruments and accessories – and much, much more. X Music is 100% Irish owned. Website: xmusic.ie

For more information, listen to your favourite independent radio station, read Hot Press – and check out hotpress.com.

Irish Music Month is supported by XL Retail Group, MCD Productions, IMRO, RAAP, X-Music and Square1

Irish Music Month is funded by the Broadcasting Authority of Ireland from the television license fee