By Robert Andrews BBC News Online

BBC News Online profiles the fledgling music industry network giving artists a leg-up, as Wales' new wave looks to win fans with a three-night London showcase

"We don't want to be fashionable," says the man leading new Welsh music's latest assault, before exposing emerging artists to the nation's journalists and industry scouts.

But only those idolisers of the new can help Rhys Evans' troupe of talent garner big-league attention in pop's premi�re division.

His organisation, Pynci, is just one component in a benevolent new public network hell-bent on pushing, pressing and squeezing every ounce of talent from promising new musicians.

With traditional industries faltering, Wales can make money from music

Rhys Evans, Pynci

And Evans doesn't want fads or fallacies, but the latest effort is a three-pronged attack on music industry leaders, with a showcase gig in London.

The tissue of teflon christened "Cool Cymru" may be a fading memory, but there is a cast-iron will to distil and serve chilled new artists to the guardians of chart success.

Music industry cash

An offshoot of the New Deal For Musicians, nine month old Pynci (Promoting Youth Networks the Cultural Industries) aims to give amateur talent a leg up to professional musicianship.

Five hundred applicants have already sought the �1m European Union-funded enterprise's promise of studio time, production support, demotape coaching, gig venues, promo videos, television exposure and cold, hard cash.

Talkshow are beginning to make waves

Pynci's panel of creative industry experts, which numbers Catatonia drummer Aled Richards, sits down with artists to ask what they need to reach number one - then they just hand it over.

It's a free-lunch scenario. Much as the Welsh Development Agency is spearheading a bottom-up cooperative "Team Wales" network intent on fostering indigenous business talent, a handful of interlinked organisations has formed a chain growing a grassroots pop infrastructure from scratch, each ready with help in heaps.

I can't give Pynci's people enough credit - they gave us lots of money to record with Manic Street Preachers producer Greg Haver

James Hannan, Headtest

The latest twist in their calculated, passionate quest, however, is at Camden, London, with a three-night gig showcase for Pynci's homegrown talent before fans, assorted writers from titles like NME and, crucially, A&R scouts from major labels including BMG.

Tuesday's guitar acts Maharishi, Zabrinski and Talkshow are already releasing singles on independent labels around Cardiff, but exposure in the big smoke is still a pre-requisite.

"To become professional, you need to play outside of your own backyard because the music industry is still located in London," says Pynci's Evans, a public relations executive at project partner Quadrant Broadcast.

"Possibilities are increasing with internet distribution, but acts still need to be seen here."

Hatching bands

The programme, which is tailored to each successful artist's needs, has already helped 200 acts record demos and win gig slots around the country, with acts like Talkshow and JT Mouse nearly ready to hatch across the border after long gestation under Pynci's wing.

Pynci's website - on which much work is centred - is now drawing 44,000 monthly visitors from listeners and music biz managers around the world hunting the next big thing.

Bristolian Amy Wadge is an emerging songwriter

It could be a giveaway which helps the evolving economy into the post-industrial, cultural commerce.

"The music industry in the UK generates �2.5bn each year," adds Evans, during noisy rehearsals at Camden's Barfly venue.

" As traditional industries falter, people are realising music is an opportunity.

"There is money to be made and Wales can do very well."

Manics producer

James Hannan, synth player with electro-tinged four-piece guitar act Headtest, is excited about his band's big shot in front of the London movers and shakers.

Headtest has been on Pynci's books from the start and has received thousands of pounds for travelling to gigs, as well as professional tips.

A video for their single is to drop into Hannan's lap soon after a budding filmmaker won an online commissioning contest.

"I can't give them enough credit. They gave us money to record with Manic Street Preachers producer Greg Haver at Mono Valley studios," he tells BBC News Online.

"He made our track sound amazing. It means we don't have to leave Wales to put out quality work."

Pynci showcase at Camden Barfly, London - 23 July (Maharishi, Zabrinski, Headtest), 24 July (Amy Wadge, Georgia, Aled Clifford), 29 July (Martini Henry Rifles, Denzel, Dopamine).