Fudge announced as official partner for barclaycard mercury prize

Fudge has been announced as the official partner of the Barclaycard Mercury Prize 2013, which will be hosted by Lauren Laverne and Nick Grimshaw. The Barclaycard Mercury Prize champions the best of UK music, mainly through the Album of the Year competition which has previously been won by the Arctic Monkeys, the xx and Klaxons. As official partner, Fudge will host a styling station in the backstage artist lounge at the award, as well as at the awards launch and nominee gigs. Fudge Creative Director, John Vial, comments: "This is a really exciting partnership for Fudge. Fudge has a loyal band of male and female fans and we believe our involvement with the Mercury Prize is the perfect opportunity to excite a wider audience and reach out to possible new male and female fans. "At the heart of the Fudge brand is a desire to encourage and support creativity. Involvement in the Barclaycard Mercury Prize is a great platform for the brand to collaborate with some of the UK & Ireland's new musical talent."