Budding performers are to be given the chance to be unearthed as the next big thing with a new talent show.
The Talent Maidenhead contest has been launched to seek out the hidden gems of the town's entertainment world.
Singers, comics, dancers and everything else in between are being invited to apply for the chance to take their first steps on the showbiz ladder.
The event is the brainchild of Martin Cabble-Reid, better known to most as Kevin Cruise, who reached the semi-finals of Britain's Got Talent in 2010.
And while the budding entertainers will be going head to head, he said it is as much about giving the town's talent an outlet.
"There's a lot of venues about that would love to book live entertainment, but the acts themselves don't necessarily know where to go," he said.
"So rather than it being a talent search in the normal sense, it's about getting people who want to be in the industry to make their first steps.
"I started off doing pubs and clubs for years before anything really took off, hence we're also trying to get booking agents to come along as well."
He added: "For me, at the time there was no competition that I could enter, but when I started getting a bit more confidence it was also about the time that Britain's Got Talent popped up."
In true variety style, the contest will be open to performers of all types.
In particular, Martin is hoping to attract budding magicians and singer-songwriters.
He also hopes it will help the cultural offerings in Maidenhead catch up with the rest of the development going on in the town.
He said: "I live and work in the town and everything is just getting bigger and better all the time.
"But with regards to any entertainment going on in the town centre, it's still quite limited."
Auditions will run throughout this month and August with the intention of putting together a showcase of about 18 acts, who will also be offered mentoring to help improve their performance.
co.uk/talent-maidenhead for details and to apply for a spot.
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