HJPR is one of the best entertainment PR agencies to work with in the UK - they always protect their clients best interests, but also understand how we work and what we need as a magazine.
Jane Bruton, Editor, Grazia Magazine
HJPR represents some of the biggest music acts in the business for PR and publicity. We work closely with the UK's leading management companies and record labels to create bespoke, creative and individual campaigns across print and on line media. Every campaign is strategically designed to give clients a media presence that is tailored to their specific requirements.
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N-Dubz have had a huge impact on modern British youth culture; they are, in fact, nothing short of a phenomenon, resulting in NME recently saying: “N-Dubz are the voice of youth. They are easily as culturally significant now as any guitar band you care to name.”
Reaching millions of people without the help of a major marketing machine or significant media support, for kids and those in the know, the appeal of Dappy, Tulisa and Fazer has always been obvious. Edgy without being intimidating, talented without being precocious, confident without being cocky, the trio have brilliantly balanced street smart with commercial appeal. Rather than some perfectly executed ploy dreamt up by a cynical marketing department, the trio is completely in control of their music, their look and their brand. From Dappy’s trademark hat, to Tulisa’s ‘Na Na Nii’, to Fazer’s ‘80s inspired beats, it’s all 100% N-Dubz. Evolving from a creative chemistry that appears to follow no formula, the three couldn’t be less manufactured, media-trained or mainstream if they tried. Kids relate to N-Dubz, because N-Dubz relate to kids. Kids don’t just buy the music, they buy into the band.
It’s not only teenagers that are fans; they fascinate followers of all ages, with everyone from Lil Wayne to Gary Barlow tipping the trio. Crucially too they have the respect of their peers; Mr. Hudson, Chipmunk, Wiley and Tinchy Stryder are among their past and present collaborators, while the aforementioned Take That frontman also appears on recently released second album, ‘Against All Odds’.
It helps too perhaps that they’re ridiculously talented. The trio composes every detail of the song, from the top-line melody to the arrangements, hooks, harmonies and beats. Dappy and Fazer play the entire drum, piano and guitar parts, and the pair produce, mix, master and engineer every aspect of their output. They’re totally in charge of their music, which is sharp, witty, inventive, conceptual and fantastically catchy. Essentially they make brilliant pop music without compromising their vision. “From top to bottom, we do everything ourselves,” states Dappy. “It’s that simple.”
It was, in reality, far more complex and time-consuming than that. Starting out as the Lickle Rinsers Crew, it’s taken 10 years of disappointment, false starts and struggles for cousins Tulisa and Dappy, and their childhood friend Fazer to go from council houses in Camden to the top of the UK charts.