Source links up Mark B & Blade with local acts for Euro market.

Wordplay/Source Records is seeking to maximise the pan-European appeal of Mark B & Blade by teaming up the UK rap duo with an A-list of European rappers to record locally-flavoured versions of their forthcoming single The Unknown.

The initiative is aimed at tapping into the enormous mainstream appeal of local rap acts across Europe. Rappers recruited to add their own flavour to the record, which is taken from the duo's recent album of the same name, include France's Saian Supa Crew (who have sold more than 400,000 albums at home), Sweden's platinum-selling rapper Petter (who won a Swedish Grammy award) and upcoming lyricist/producer Azad, who is the latest signing to German label 3PD.

Virgin Europe urban marketing director Russ Hergert, who co-ordinated the international A&R with Wordplay A&R and label manager Dave Laub, says the idea of recording non English-language collaborations was decided upon early to develop the duo internationally. "We wanted to look at Europe as a whole and make associations with like-minded artists. Taking this approach pays several dividends," he says. "It helps Mark B & Blade to appeal to radio across Europe, as well to appeal to hip-hop fans and DJs at a grassroots level, making it relevant to a range of cultures."