The Rushes Soho Shorts Festival 2010 has begun with the London premiere of new British movie The Kid last night (July 21st), and continues over the next nine days with a wide range of events, screenings, panel discussions and guest programmes in London's Soho and beyond, including screenings of the 170 films from 23 countries selected for official competition in eight different categories.

There are official screenings of films in each category over the next week at the ICA in London - including two screenings of those selected in the Music Video category - including videos for Plan B, Laura Marling, NASA, Faithless, Franz Ferdinand, Tom Fun Orchestra and Gorillaz - tomorrow (Friday) and Sunday.

And among a number of panel discussion being held during the festival at the Apple Store in Regent Street, London is a music video-related panel sponsored by Promo News. Called The Future of Music Video, the panel will be held on Thursday July 29th at 5pm, chaired by David Knight from Promo News and BUG, and featuring leading representatives of the music video production industry.

To attend the Music Video Category screenings at the ICA tomorrow, Friday July 23rd at 6.15pm, and on Sunday the 25th at 5.45pm, tickets can be booked online, or by telephone on 020 7930 3647. By quoting 'Festival Filmmaker & Friend Offer' when booking by phone or in person, its possible to get tickets for just £5.

The winner of the award for best video at this year's Rushes Soho Shorts Festival will be announced at the awards party next Thursday, July 29th. More information on that and the numerous other events and screenings at the 2010 Rushes Soho Shorts Festival can be found at the Rushes Soho Shorts website, and more info about next Thursday's Future of Music Video panel will be announced here early next week.