The public is voting online to select 10 players; then they will be judged by a panel of judges.
Check this quote from the official site:

“…the 10 players who gain the highest votes from the public and the panel will be invited to perform in front of thousands of guitar fans at The London Guitar Show on Saturday June 14th (NEW DATE!), and will be judged by a panel of top industry professionals.
There are thousands of Pounds worth of prizes up for grabs, massive promotional opportunities and international recognition – plus the winner will be opening up for the legendary JOE SATRIANI on Sunday June 15th on the main stage at the finale of The London International Music Show!…”


I know that many of the competitors are reaching out to the public thru online social networks like myspace, facebook, etc.

But in the end they will be judged by a panel. What makes it fair. IMO


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