MUMBAI: Converse Inc. announces the launch of Converse Rubber Tracks London, an ongoing music program offering free recording time to selected local musicians across the capital. The first of its kind to hit the city, Converse Rubber Tracks London will take up residency on a rotating basis – one London Borough at a time.

The unique experience will kick off with 10 days of free recording time for selected up-and-coming London artists, followed by Converse Rubber Tracks Live, a free concert series featuring a world-renowned headliner and a local opening act, chosen from those who recorded at the studio. Kicking off in Haringey on Saturday, Jan. 10, the rest of the series will then make its way to Ealing, Southwark and Tower Hamlets throughout 2015. Starting today, applications open online for the chance to record original music in Haringey.

Haringey, the first borough of the program, boasts a music scene that has played an instrumental role in the development of London's music history, and has become one of the capital's hotspots for music and youth culture. Recording will take place at Snap Studios, recognised by The Music Producers Guild (UK) as 'Studio of the Year' in 2013 and by Audio Pro International as 'Best New Studio' in its 2010 Industry Excellence Awards. A judging panel of experts including Matt Wilkinson, New Music Editor, NME magazine; Femi Adeyemi, founder of London radio station NTS, and Harry Balazs, member of The Young Guns network, will help select the final list of artists and musicians to record at the studio.

"We are excited to bring Converse Rubber Tracks to the UK with the London program being one of our most exciting music initiatives to date," said Converse global music marketing director Jed Lewis. “This is the first time we're doing this – taking the Converse Rubber Tracks experience to multiple regions in a larger music city over an extended period of time. The city boasts an incredible music heritage and roster of emerging artists, and we hope to support the local music scene through this long-term platform."

Converse Rubber Tracks London aims to empower the city's next generation of creative spirits and give them the opportunity to develop their craft. Celebrating London's uniquely diverse collection of music cultures, the program will begin with free recording sessions at an existing, state-of-the art studio within each borough. Selected emerging artists will have the opportunity to record with a team of skilled studio professionals including award-winning producer and engineer Al O'Connell, recognized by The Music Producers Guild (UK) as 'Recording Engineer of the Year' in 2013. After their studio time, the artists will retain all rights to their music.

Bringing the global Converse Rubber Tracks program to the UK is a natural next step for Converse in honoring its deep-rooted commitment to new music and the next generation of young talent. Originally born out of the desire to give back to the global music community, Converse Rubber Tracks first began as a brick and mortar studio in Brooklyn, New York. Since the flagship studio opened in July 2011, over 1,000 emerging artists have had the opportunity to record original music alongside the Converse Rubber Tracks team of experienced engineers in Brooklyn.

Over the past three years, Converse Rubber Tracks has since evolved globally with short-term pop-up studios in key music cities such as Austin, Los Angeles, Montreal, Amsterdam, Mexico City, Johannesburg, Bangkok, Moscow, S?o Paulo, and most recently, Shanghai. The legacy of the brand's deep-rooted involvement in music has spanned many years. Music fans have seen a range of exceptional artists take to the stage at legendary London venue The 100 Club through the long-running Converse Gigs free series and the Three Artists. One Song platform has facilitated unbeatable collaborations between the biggest global recording artists to offer fans the best in new music for free.