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DJ Steve Sutherland chats to I Like Music

That's an ideal scenario. To get all that for free, I'd pay for this. This is something which could change your life or it could change your perception of what's going on in the music industry and also, at the end of it, there's a great night out. People just need to log on to www.hugofragrances.com and get the details. This is a no-brainer.

ILM: You've also been involved with Rhyme4Respect, a lyrics competition, and the winning lyrics have all been chosen. What do you look for when judging talent competitions, such as this and Hugo Urban Rules?

STEVE: Someone who can sing or rap would be really good [laughs] - talent. I can't sing for toffee, in my head and in the shower I'm the best singer in the world, but when I'm on my show and I take the mickey, I start rapping on air, not a good look!

What I'm looking for is talent, it doesn't matter what you look like, it's not about a gimmick. I did a TV show a couple of months ago called Chancers with Matthew Knowles, Beyonce's dad, on Channel 4, and I was the main judge there. And what I found funny about the whole thing was that the people with talent just came like they were popping into their local newsagent, just natural and they blew me away, but the ones with the fiery red hair who could juggle at the same time as singing while doing the splits, who were a nightmare.

At points you can catch me on national TV crying with laughter because some of it was so bad, hysterically. I mean, they had the talent but they overcompensated. This is about scaling it right. The judges know what they're looking for. Don't think I've got to be the next Beyonce, Eminem or Lemar; it's all about being you, but bringing talent to the forefront.

This is the second Hugo Urban Rules, and there will be more after this, so it's about bringing everything to the forefront and making people get involved.

ILM: You can no doubt teach the next generation quite a lot. You yourself must have also learned a great deal over the years from your peers. I read that PDiddy was giving you some advice about finding the right balance in terms of spotting talent. What else have you learned from the likes of PDiddy, Jay Z et al?

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Related links:

1. www.hugofragrances.com
2. Hugo Urban Rules Phase II: Amy Winehouse, Jay Sean
3. SWAY chats to I Like Music
4. Terri Walker chats to I Like Music