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Henca Maduro is the founder of New Skool Rules the world’s largest international Hip Hop and RnB conference with 3 days worth of panels, showcases, workshops and master classes, parties, auditions, speed date sessions and much more. She states: ‘New Skool Rules is the platform for music industry professionals, but also for talent to exchange knowledge, create new networks and most of all to do business.’ Here we find out more about Henca and the conference which takes place in Rotterdam in April 2011.

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How did you come up with the name for the event?
The founders of hiphop culture are labelled Old Skool by many and I felt that we’re the NEW generation that build on the old SKOOL foundation and took it to the next level (RULES), with not only hiphop culture but also addressing genres like R&B, (Neo) Soul, Reggae and Spoken word. So there it is: New Skool Rules

Why did you decide to start New Skool Rules?
I decided to start New Skool Rules because I felt there was a necessity for a platform like this in the Urban Music Industry because it didn’t exist. New Skool Culture is huge all over the world and as I was travelling around the globe I realised this was missing. An event where ‘Movers & Shakers’ as well as up and coming talent and moguls, could come together to share experiences, network and do business, while enjoying many showcases of artists from all across the world.

How would you describe the music scene in The Netherlands?
The Netherlands has a lot of talent when it comes to productions, singing and rapping but not enough people grow from a talent into a professional. This is one of the reasons I started New Skool Rules. The main reason why so many artists, producers, writers and beat-creators get stuck is a lack of network and business knowledge and that’s exactly a couple of things that we offer at New Skool Rules.

What can people expect from the event over the weekend?
First of all delegates can expect to gain a lot of extra knowledge about the music industry, an expansion of their network and business opportunities , but most of all delegates will have fun with people that LOVE New Skool Music from all across the world.

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What makes your New Skool Rules a unique concept?
900-1000 people from 30 different countries, in the Netherlands for 3 days, visiting 15 different panels, 40 showcases, 14 workshops & master classes, being able to audition, have their demo listened to or even meet new business contacts through speed dating has never been done before, so it’s truly unique.

What’s the most important lesson you’ve learnt so far?
It’s not how many times you fall down, but it’s how many times you get back up that determines your success in life and in your career. Don’t put too much energy in convincing other people of your vision, because when the vision comes to life and it’s a success it will have many parents, failure on the other hand is an orphan.

What has been your proudest moment to date?
Having my baby girl. She is now 6 months old and to be able to see her grow and flourish, and to share that with my partner, mom and friends and family, is definitely my proudest moment so far.

What are you working on at the moment? Can you describe your typical working day?
Besides New Skool Rules we run another foundation, that organizes jam sessions, talent searches, dance-competitions and workshops etc. A typical day for is, that there is no typical day. My mom always says: ‘You can’t complain your life is boring. I can be teaching 12-13 year old kids about event-planning or hosting a show for 10.000 people, but I can also be brainstorming about the next ‘ hot’ concept or submitting subsidy applications. I do so many different things to keep life interesting and challenging. So pretty much on the blackberry, on my laptop, in my car or on the plane, always making it happen.’

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What are your future goals for New Skool Rules?
New Skool Rules is now bi-annually and I want it to become annually, once every 2 years in the Netherlands, once every 2 years in another country. I would love to see the amount of delegates grow from a 1000 people to 2500 people in the next 4 years.

What, or who, inspires and motivates you?
I get inspired by everybody and anybody. I can get inspired by my daughter because she can now sit on her own, my partner for being such a strong man, my mom for being such a loving parent and grandma as well and my team for putting so much dedication in New Skool Rules. I get my motivation from challenging myself to overcome all obstacles in life and in my job and from seeing the results of past projects as well as the effect that our projects have on people’s lives.

What’s the most important lesson you’ve learnt so far?
It’s not how many times you fall down, but it’s how many times you get back up that determines your success in life and in your career. Don’t put too much energy in convincing other people of your vision, because when the vision comes to life and it’s a success it will have many parents, failure on the other hand is an orphan.

How can people get involved in New Skool Rules?
They can go to the website www.newskoolrules.com and register on line for only 100 euro’s till December 31st. This pass will give them 3 days access to the conference, but also gives them a chance to participate in the Drumma Boy competition as well as the New Skool Rules All Hip Hop publishing competition.

Is there any other information you’d like to share?
New Skool Rules is only once every 2 years, if you take yourself seriously and you want to become a ‘ Mover & Shaker’ in this industry you have to invest in yourself and there is NO BETTER investment than coming to New Skool Rules. A lot of people like Drumma Boy (Super producer), Chuck Creekmur (owner of All Hip Hop), Charlie Sloth, Fredro Starr (Onyx), Tony Touch, KP (Def Jam) and Bishop Lamont, that came out in 2009 can vouch for that.

New Skool Rules takes place in Rotterdam, The Netherlands on April 1st to 3rd, 2011

Win the chance to work with Drumma Boy

New Skool Rules is offering new and amazing talent the opportunity to work with Grammy nominated producer Dumma Boy. The finalist will be flown out to Atlanta for six days, to spend three days in the studio with Drumma boy to record a demo and another three days shopping the finished product to executives with New Skool Rules.

Registration for the competition closes on February 1st 2011 and costs $35 Euros.

For more information visit www.newskoolrules.com.

 

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