If you go Into the Hoods today you're in for a big surprise...

(Image taken from here, sorrrrry)

As a regular and passionate theatre goer there is something that is - and has been - lacking in the West eEnd for a while. Every time I take my seat and glance around at the other people - all waiting in anticipation to see what delights lay behind the large velvet curtains - I find myself doing a little sigh. And for good reason...kids from toddlers to around the age of 14, check, their parents and grandparents, check, older couples who are about to produce more kids and drag them to the theatre until their 14, check, kids aged from around 14-21...not so check...

That was until I sat down at the Novello Theatre a few weeks ago and could not only spot people my own age and younger (that's 21 by the way) but was surrounded by them. And not just any kids- cool kids, stylish kids, pouting kids and posing kids - sooooo good. I felt like clapping before the show had even started, musical theatre (from when I fell in love with it) has never been cool, never been something I'd wear on my sleeve or shout from the rooftops about but that all changed when UK hip-hop group, Zoo Nation produced a modern twist of a Sondheim classic.

West End theatre has reached the youth while also retaining adult audiences, and they did this by quite simply taking them...Into The Hoods.

Into the Hoods combines four fairy tales (like Sondheims Into The Woods) and intertwines them in a fast paced, funny story with crowd pleasing choreography and hip hop tunes to boot. From The Gorrilaz to Stevie Wonder, Snoop Dogg to Basement Jaxx there's a musical melody that will get everyones knees bouncing and heads bopping. This is the first time a fully hip hop show has been on the West End, let alone been a hit like this little gem has.

The show is kicked off with a set of poetry and general banter from DJ and rapper Mr Gee. He sets the comedic tone by warming up the crowd with a few poems, one wittily entitled 'The Good, the Bad and the Hoodie'. From here on in there is barely a 2 minute gap without a laugh, giggle or gasp heard from the audience. The cleverest thing about this being that none of the characters speak, there is no dialogue apart from the narrators. This is modern physical comedy at its best, slap-stick humour is back like it's never been away with added ore inspiring hip hop tricks.

Un-flipping-missable.

A new stage has been set.

Tarik x Swaton x 51st

Of late, fascinating and talented people have seemingly surrounded me, not least the Ruby Pseudo lot, but also the wonderfully mixed mash up world of Shoreditch and the neighbouring municipals. Graffers, producers, filmmakers, designers, musicians, skateboarders, artists; creative minds from every walk of life; a wonderfully vibrant medley of garnished talent and swooned creative genius, steamed in a fine mist of ganja smoke, curry fumes and aromatic car exhausts. Not a smell some may swoon to, but for me something that stinks of the most powerful and provocatively enticing urban, yet urbane concoctions. This talent exudates from every pore, pot hole and partition of both the inhabitants and the general environment, yet one individual that clearly has more talent clout than many, (even in those accomplished streets), is the man they call ‘Mr Money McFly’ aka ‘Sir Swagger’ aka Freddy Swaton, or just Swaton, as he was first introduced to me.

I first met Swaton a few weeks back in the Terratag store on Brick lane, busily rushing around the shop in a rapturous display of jubilance much like a child who was just bought a particularly cool new toy, happily gripping a new jacket he had just printed, his trademark ‘thumbs up’ emblazoned across the back of the fabric in a limey yellow to contrast with the deep purple of the material. I must say I was impressed. I’ve met many a clothing moguls of late, but this guy’s concise energy and clear passion bore through his work and his person before we had even exchanged a word.

A maths graduate from the University of Greenwich, Swaton didn’t take the conventional route of that of a graphic artist and - having only been producing garments for 3 years or so - he is still very much a newbie to the world of fashion and design, albeit not East London’s swagger ground. Readily describing his own style as ‘a bit childish, bright and happy’, Swaton finds inspiration in both the African symbolism and motifs of his ancestry and the Japanese graphic designers of the present day, the latter duly instilled by the time spent with the Terratag team on Brick Lane, where he has been selling his wares for the past year. Handmade and hand cut, Swaton pedantically prints each and every single one of his garments himself to ensure that the quality and his high standards are adhered to. From the look of the very few clothes left in the store, it was clear that this was very much appreciated by his ever broadening, but exclusive, set of fans. He plans to make a book to accompany his designs, explaining the African symbolism’s used in his work and - even more interestingly - he has an innovative, exciting reverse idea of implementing the limited run. In this he makes 50 t-shirts, all exclusive, all quality, yet all of the same design. But as well as this he also makes a unique 51st t-shirt, different from the other 50, with the idea that whoever buys that particular ‘t’ doesn’t have a clue that it is absolutely a one off, never to be seen again. Make no mistake I want to be that 51st customer, that's what gets me excited, the exclusivity...

Smart bloke, I like his thinking. Watch out for his designs if you’re ever in the area, either in the Terratag store, or just around and about, you couldn’t miss them, even if you tried…

Ruby has a word with Karene, 17

Karene, whose name I've got wrong for the last two hours but Tarik (right) didn't bloody tell me, is sassy, sharp and stylish. She's also studying Drama at Trinity Catholic High School in Woodford and looking forward to going on to study it at Brighton University... 

We grabbed a quick word with her and wished we had legs like that... Here's what she said:

How many phones do you have?

I've got two, I aready had an 02 phone, which i always used but loads of my friends were on T Mobile, so it's cheaper for them to call T Mobile... Everyone's on T Mobile. 

What make are they?

One's Nokia, one's a Sony Erricson.

What are your favorite fashion brands?

Nothing really, H&M, Topshop, that's it really.

What are your favorite brands outside of fashion?

Apple and Nike. I like Nike because I like the range of stuff they have, like the sports stuff and all their trainers are really nice and with Apple, pretty much - the whole iTunes and iPod side of it 'cos I love music.

What kind of music are you in to?

Anything really, RnB, funky house, uh... Reggae, anything really. 

How would you describe your style?

Original to an extent 'cos I don't dress any particular way I just buy stuff and wear it, 

Can you name any youth tribes in terms of style?

There's grindie, which is grime meets indie, which is skinny jeans, hi-top trainers and a flat top cap... Girls in Ugg boots are an Essex thing, Roods would be tight jeans, big gold earrings, gold jewellery, slicked back hair... Tarik's in the middle of two things, he's like indie with his Vans and stuff, and he's original with his tee-shirts and exclusive jumpers and that, but still has the baggy jeans and that type of thing, which is rude boy...

Do you think the youth are as bad as the media make them out to be?

Not all, in some areas the media are right in what they say. 

What would you do if you were major of London?

Just try and show the positive side of youth... I'd make sure I was integrated in loads of different aspects, I wouldn't just be a delegator, I would want to be involved in what I was doing, or talking about doing.

And finally, have you got any advice for brands who want to market to youth?

Just have youth involved in the advertising more, that's the main thing. Ask their opinions, just to make it more appealing to them... 

Ruby has a word with Seni, 14

We've been doing some work with Jamie this weekend, and interviewed Seni for her yesterday... It's been one of those weekends where I feel real privileged to get paid to talk to such bright young minds and meet myriad clever heads and pretty personalities... So good... 

Here are a few questions we asked Seni...

So how many mobile phones do you have?

I've got two, both on Orange. One of the phones is the LG Prada one, and then I've got this Samsung one too... I carry them both about because - if I get mugged - I can give them the Prada one, I wouldn't give them my new phone.

What's the best thing about being 14?

It's got to be the fact that you don't really have to worry about things like exams and stuff - that's next year... I don't want to grow up! The worst thing is that when you tell people you're 14, like - when you meet them and you're getting on - when you tell them, they're like 'oh' - 'cos they thought you were older or whatever. 

What are your favourite brands?

Fashion brands? Like, H&M, American Apparel, or yea - Topshop. And Primark! It's my life - literally... 

How many friends do you have on Facebook?

Oh, like 400 or something, I don't know. I can't remember... 

Can you name 3 ethical companies?

Ethical? Um. What's that, like green, eco-friendly stuff? I don't know, I'm not really interested, but I know I should be. I should, shouldn't I?!

If you were mayor of London, what would you do?

I'd make transport for youth completely free, like - when I'm in my school uniform, I shouldn't have to prove stuff! I've lost my card though, so I've been walk,ing for like, 20 minutes to get home everyday - so annoying...

What's the most expensive thing you've ever brought?

A pair of shoes, from Faith. They were £60.00

What kind of music are you in to?

I'm weird with music, like - I used to just listen to Indie in year 9 and that, but now I'm in to my R'n'B... 

Do you have any icons?

No, I don't like to dress like anyone else... I just like to dress like me. I like having my own style... 

Tarik uses a word we had to look up in the dictionary and has a few more words about Jay Z + Glastonbury

Jay Z, real name Shawn Carter, has never been one to be prudish, or even short of a controversy or two in his time as one of Hip Hop’s most outstanding talents. However, as has been well documented since its announcement, the controversy surrounding the decision to make him the headline act for this year’s Glastonbury, Britain’s most famous love-in, has resulted in a public backlash that I think has surprised even the ‘Jigga man’ himself

Glastonbury has, as long as I have known it, been extremely rock and roll, with hardcore hippie undertones and a tendency for good times and hard drugs to match a crack house in Brooklyn itself. The core performers of this world-renowned event have generally pragmatically amplified this view, with artists such as the Arctic Monkey’s, Coldplay, Radiohead and The Who a few of the headlining acts over the past few years. That is until now. Hip hop is rearing its diamond encrusted head at Glastonbury and not just as a side act in one of the less popular tents found at the far reaches of a muddy, whiffy, cow pat filled field, where your odds on to find some drunk bloke micturating* by the side of the stage. Hip Hop is now felt at the very heart of the festival. This rocky road to Hip Hop-dom within Britain’s core festivals has been decidedly precarious and fraught. During Reading Festival in 2005, 50 cent was effectively run off stage, under a hail of bottles, by a large contingent of the crowd after his own controversial appearance at the festival. A repeat tonight at Glasto would leave not only Jay Z red faced, slightly bruised and shaken, but also the festival’s extremely dedicated organisers.

I don’t personally understand the raw backlash of giving the main slot to a Hip Hop artist, especially as that artist is Jay Z, one of the most diverse, innovative rapper there has ever been. He has collaborated with the likes of Linkin Park, Punjabi MC and Amy Winehouse to name a few, and it is clear that he is not musically constrained to any particular movement. This hostile response is all the more disturbing in my mind, as Glasto has always promoted itself as a festival of all musics and performers, yet the outcry from the core fans, festival goers and traditionalists clearly shows the fear of change within these fundamental ranks. Jay Z recently branded his critics ‘musical racists’, not particularly clever, witty or concise, but the general gist of his words is Cristal clear. Those who are heavily critiquing his anointment clearly fear the change to the festival’s key principles and traditional values, an unfair and downright prejudice outlook, particularly as Jay Z has worked extremely hard from the turn of the year to accommodate the festival. Perhaps ‘musical racists’ wasn’t the best expression to use but Jay Z clearly has reason to be aggrieved and even upset. His appearance is even cited as a reason as to why ticket sales have been unusually poor this year, as people have been turned off by the prospect of Jay Z on stage. If these critiques were real, true music fans, alike ‘Hov’ himself, this performance would in fact be viewed as a highlight of not only this year’s festival but also 2008’s musical calendar, as, I believe, the British public shall be subject to an experience of momentous musical magnitude.

Let’s embrace him, lets embrace change, lets embrace Hip Hop, but, most importantly, lets hope it doesn’t bloody rain.

Image taken from here, sorry. 

*yea, we had to look it up too... 

Mark Johnson makes us happy and a darn good point to boot...

In today's Guardian, Mark Johnson writes about the problem of trying to solve Britain's (media fuelled) 'gang-culture' (I refuse to leave off the commas) by organizing a bunch of white, middle class grown-ups around a table. 

Ruby says: Nail on head, bang, bang.

Whilst I'm not going to get in to the politics of him seemingly slating the very people who have employed him for his good advice, I will, however, post some of his advice here - as it's so great to hear it coming from an adult for once. Everyone in the Ruby 'office' (again, the commas stay) have read this piece and - remembering they're all 'kids' themselves - they also loved what he had to say. Tarik, in particular, was pleased as pretty punch.

Too often, I have been in rooms with people making assumptions about the youth. One of the reasons I begun Ruby Pseudo was simply for the fact that these kids have a voice and want to be heard. There is no point trying to craft an 'urban campaign' (you idiots) without asking the supposed 'Urban kids' what it is they're actually interested in. You cannot build campaigns around kids + 'X" without meeting with the kids and asking them how indeed they use 'X' or what they would do different/better/bolder/far-more-bloody-brilliantly-than-we-could-ever-guess without talking to them. In black and white - it just makes sense doesn't it? But too often I have had to be brought in, last minute, to go and talk to kids because a campaign, product or brief is so far ahead without the views of the actual youth consumer, that budgets are beginning to baulk at the thought that perhaps - perhaps someone is about to get it wrong. And no one, no one dares to go and ask the kids themselves because, well - they're 'youth' aren't they, and the youth are 'scary' (thank you for that guys). 

Johnson seems to feel the same. In 'It's time the great and the good met some real scary kids' he also muses about how he has lost count of the amount of seminars and conferences he's attended 'where we sat around talking about dangerous teenagers'. Not talking to dangerous teenagers, talking about them. Yea, 'cos that'll fix it Jim. 

In his article, he explains that we must, must, talk to them - if only to find out why they do it. 'Instead of running to our offices, we should be asking why human beings, with their deep need to belong, feel they must attach themselves to destructive groups'. 

And then here's the science part (and I love him for this).

'COULD IT BE THAT BECAUSE WE'VE PUSHED THEM SO FAR OUT OF SOCIETY THAT THEY DON'T FEEL LIKE THEY BELONG TO THE SAME HUMAN RACE'.

I'll love Johnson and leave it there... Read the full article here or we'll send the adult panel round and they'll talk about you all night. Mutter, mutter, madness. 

Image taken from Mark's blog, sorry. 

1 x question x 23 kids x 23(ish) minutes

It's the 23rd again... Which means we bring you 23 things we thought may be of interest... This time, we asked 23 kids, in sort of 23 minutes, 1 question:

WHAT'S THE MOST EXPENSIVE THING YOU'VE EVER BROUGHT?

Here's what they said (to Roxy, by the way, who did all the hard work and running about, bless that girl)...

Tom, 17
Playstation 3 (around £350, depending on the GB)
Ed, 19
Mac laptop (around £829.00 for a Mac Book)
Samara, 17
Benicassim festival tickets (from £145.00 to £295, depending on how long you're going for)
Thisbe, 17
Paragliding session (around £149.00)
Izzie, 18
Benicassim festival tickets (as above)
Nadine, 19
Sony TV (from £600)
Sara, 16
Dress from Reiss for prom (cheapest dress we could find begun at £135.00 but went could go up to £225.00)
Lucy, 16
Dress from LK Bennet for prom (cheapest dress we could find was £79.00, goes up to £170.00)
Oli, 16
Mac (paid for half of it, so around £400 - see above)
Josh, 16
Global Gathering festival tickets (£126.50)
Diane, 16
Global Gathering festival tickets (£126.50)
Aaron, 15
Bape hoodie (from £140 upwards)
Dean, 14
Nike trainers (around £90, although both lower and higher too)
Theo, 17
Bestival ticket (around £120.00)
Anna, 20
Bestival ticket (as above)
Oliver, 17
Nokia phone (from £31.00 to £749.00)
Charlotte 16
Sony ericsson phone (from £19.99 to £399.00)
Jack, 20
Macbook pro (from £1,299.00 to £1,799.00)
James, 17
Mac laptop (as above, around £829.00)
Cookies, 16
I phone (from £239.00)
Natasha, 16
Dress from Liberty for the prom (from £100 to £2,500)
David, 16
Raybans (starting from £0.01p to £99.00 on eBay)
Bianca, 18
Holiday to Greece with friends (flights start - on Easyjet, from around £80.00 - £150.00)

All in all, there were 8 technology purchases, with 4 computers, 1 console, 1 TV and the rest phones... 6 of the kids were going to festivals and one - weirdly - was paragliding... Clothing was the most expensive cost to 6 of the kids and one lucky kid is off on holiday... All in all, they spent around £6153.00 - if we take the lowest amount they may have spent... Which means they were spending - on average - £267.52p ish, and round-about there and somewhere thereof... Wow...