SugaRushed is a South African reality television series produced by Nico Steyn and Anne Williams of IntelliLAB in which aspiring, unsigned musicians submit videos of themselves playing original songs for a chance to record a track and possibly a video, which is made available for sale to the public via the show's website.
It is also described as a "reality soap", following the drama and daily operation of a true record label and recording studio.
The series premiered on TopTV's Top One channel on Monday 26 November 2012, at 17h30. New episodes broadcast daily, on weekdays. There are 120 half-hour episodes in the series.
SugaRushed started as an experiment to explore new online revenue models for talent in the music business. The project aims to combine social media platforms, music production and publishing, direct to market.
What started as an experiment has fast become full-blown reality for the SugaRushed cast and crew. The show was inundated with videos from would-be singers, songwriters and instrumentalists hoping to reach fame and stardom in the music world.
The cast of music producers Bradley Africa and DuPreez Strauss, PA Penelope Moila and marketing manager Refilwe Modiselle appear as themselves in the daily soap, but the real stars of the show are the aspiring musicians who have written or recorded some original music, and are just waiting for their big break in an industry that is tough and competitive.
Aspiring musicians, who think they could make the cut, are required to video a clip of themselves performing – preferably an original composition, and post it on YouTube. They need to complete the entry form on the SugaRushed website (www.sugarushed.com) and include the URL link to their video clip.
The programme's two highly-qualified producers, Bradley Africa and DuPreez Strauss, assess the video clip and, if they think the applicant has potential, invite him or her into the SugaRushed studio for an interview and audition.
They work with and train the young musicians on a musical path that results in them recording their own song and possible music video, and making it available for sale to the public via the website.