Given an aging credit union population, the move is part of Sunmark FCU's overall strategic plan to reach out and connect with a younger demographic.

"Even the ways and places young people communicate and pick up communications is so radically different–the standard media of radio, newspaper and television aren't as effective with this group," said Jenkins. "This is not really a 'salesy' event, there is no product or service push. We just see it as a larger branding exercise to link Sunmark with supporting the music community and arts programs in schools."

The series is slated for three weekends beginning on Saturday, Aug. 19 at the Muddy Cup in Albany, continuing at the Moon & River Caf? in Schenectady on Saturday, Sept. 23 and wrapping up on Saturday, Oct. 21 at the Pruyn House in Colonie.

Area musician submissions are currently being accepted and Jenkins says so far the response has been good with some 20 individuals and bands submitting a few songs each.

"There is such a varying degree of proficiency in everything from voice and instruments to recording capability that we're focusing on composition and lyrical content in the selection process," said Jenkins. "It's been a huge undertaking lining up the venues, soliciting a panel of judges and pulling together all the little details to make this work but honestly it's been a great, interesting challenge for our whole team."

Sunmark FCU has taken a grassroots approach to promoting the Shine concert series. In addition to ads in a local alternative weekly newspaper and various media channels, the marketing "street" team has posted flyers with tear-offs similar to what would be found on college campus boards in such venues as coffee houses, bars and other popular musician hang outs. Locals can also register for the event online at www.sunmarkfcu.org/shine. Musicians are encouraged to submit demos of their original material via MP3, CD or tape. If selected, participants will need to be available to perform their material at the Shine concert series.

As part of the event, Sunmark FCU will promote participants' bands throughout the Capital Region and offer selected participants opportunities to perform twice in the concert series.

In addition, artist's songs will be featured in compilation CDs available at the October event and in Sunmark branches for a limited time. All proceeds from the October event and compilation CDs will be donated to local school district music and arts programs.

"Participating in the arts helps develop a student's problem solving ability no matter what their career choices may be," said Jenkins. "In these years of tight school budgets, Sunmark is proud to promote local music talent while helping maintain programs that cultivate the next generation of critical thinkers. The local artists are really excited–most of them become musicians in spite of the educational system not because of it since the music and arts programs are the first things cut when school budgets are under pressure."

Jenkins says he hopes the event will make young adults curious enough to want to learn more about Sunmark. "This is a group that has been sold to since they were just kids and they are very skeptical of that kind of hard-sell product-focused pitch. For us this is just an opportunity to strike up a conversation about who we are when they are ready rather than forcing it in the traditional advertising model," said Jenkins. "It is just the right thing to do and this is a way of giving back to the community one school district at a time."