To celebrate those who worked their way up from the streets to the stage, vitaminwater and The FADER have partnered once again to present #uncapped, a series of concerts dedicated to supporting emerging musical talent and "hydrating the hustle" of today’s breakthrough artists. 

The series kicks off Aug. 19 in New York City. Over the next few weeks, #uncapped will showcase the next generation of urban music royalty, hitting up a few of the hustle capitals of the world: Atlanta, Philadelphia and returning to NYC to close the series. Each concert will feature sets from top DJs as well as exclusive performances and unique storytelling elements that explain how the artists have made it to where they are today.  

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“Since the beginning, vitaminwater has hustled its way from a small start-up in Queens and has grown to be the great-tasting beverage option that consumers love today – we understand first-hand that hard work leads to success,” explained vitaminwater Senior Brand Manager Ryan Robertson. “Earlier this year, we partnered with hard-working comedian, Kevin Hart, to launch our ‘Hydrate the Hustle’ national campaign. We are excited to partner with The FADER again on #uncapped, so we can bring that same idea to life in the music scene by providing our fans with epic experiences and inspirational content that truly showcase how these amazing artists have made it.”

“Over the past four years, both The FADER and vitaminwater have worked hard to build #uncapped into an extremely unique music platform for both the artists and the fans,” said Andy Cohn, president and publisher, The FADER. “Everyone has their own hustle story and we are two brands that prove that hard work and determination pay off. We’re ready to celebrate and share these stories with some incredible musicians in a few of our favorite markets.”

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Exclusive content including interviews, behind-the-scenes footage and stories from each artist will be available following each performance on the vitaminwater YouTube channel ( and on Follow vitaminwater (@vitaminwater) and The FADER (@thefader) on Twitter and Instagram to learn how to get access to the events.

Read Billboard magazine's coverage the 2014 series.