Should anyone care about Diesel’s U:Music awards? I don’t think so. Aside from promoting its line of over designed Italo wear in an oh-so-subversive way (not!), the purpose of the awards (which is now in its seventh year) is apparently to shed light on unsigned musical talent around the world. Here’s how it works: Bands send in their music and a panel of established musicians then create a shortlist of finalists in individual categories.

Obligatory press gush from Renzo Rosso, prez and found of Diesel: “At Diesel we have always been committed to supporting new talents throughout all kinds of art. Diesel:U:Music is the perfect platform to give concrete opportunities to upcoming musicians from all over the world! Now in its seventh year, this edition is bigger and better than ever, the standard of entries has been exceptionally high, we have had submissions from Barbados to Bangladesh and New Zealand.”

Anyway, Diesel presented its awards at Koko last week in London featuring performance from Wiley and MisShapes. The Features won the public vote in indie/rock; Get the Shakes won for electronic act and Cool Kids took top honors in urban/hip-hop. Honorary awards were presented to Joy Division and Peter Saville in an attempt to legitimize the event.

Okay, the bands received their awards and Diesel got this press mention. Now what?