The search for the "undiscovered" singing talent in the region started yesterday when 14 young contestants took the stage at Burjuman shopping mall to audition for the Ford Fusion Stars Contest.

The singing competition is part of Fusion 06 a fashion, music and style festival for the young and trendy. It is scheduled to take place at Airport Expo Dubai from September 21 to 23.

"This contest is open to youth of all nationalities who are 16 years and above. We are looking for people who can sing and move the crowds," said Adam Taylor, Fusion 06 Event Manager. "So far we had 450 entries from which we chose a good talented bunch. We decided to hold the auditions in the mall because we wanted the feel of a mini concert where they get to sing in front of a crowd."

More than 48 young hopefuls will to go through preliminary rounds that will continue for another three days. Those chosen will compete in the semi-finals on September 21 and 22 at Fusion 06. Finals will be held on the last day of the show before industry music executives and regional talent scouts

The winner will receive a new Ford Focus in addition to recognition from the music industry. "The Focus is the perfect grand prize because it is stylish, capable and affordable and these are product attributes young people value the most," said Hussain Murad, Sales and Marketing Director, Ford Middle East.

Despite that the car was an incentive for many like 25-year old Hamdan Al Abri, exposure and recognition were a also goal. "I am already playing in a band and I would want to make a record, especially that I will be singing before people from the music industry," said the UAE national.

Al Abri added that he has performed before in concerts in Dubai. Claiming that she had "music in her blood", contestant Bhargavi Komanduri chose to sing the movie Titanic theme song, My Heart Will Go On.

"I think what matters most is giving it your best. If you don't perform well, it would be hard to enjoy success. I have been performing since I was a child and I am hoping to get the crowd going," she said. Komanduri has participated recently in Zee TV Anthakshari Middle East Masti. The judging panel included representatives from Sony BMG, EMI and Zee Arabiya.

Contestants were judged according to their vocal talents, stage performance, appearance, entertaining and connecting with the audience. "What matters most in this contest is the participants' vocal talent. You may gain weight and your appearance may change, but what matters most is the voice. So far, we have had good contestants performing," said Susan Sultan, senior manager at Real Media and one of the judges.

Fusion 06 organised by IIR Middle East will also feature iconic brands, the Motorola Chill Out Lounge, live music entertainment acts, fashion shows, model scouts, free beauty makeovers, adventure activities, Zee Arabiya's VJ recruitment drive and daily prize draws to attract the interest of a youthful audience.