NBC wants to find the next big music star on the internet with 'The Stream'
LOS ANGELES -- NBC is looking for the next internet star in music -- er, the next music star on the internet. Both, kinda.
The network on Thursday announced a reality competition series The Stream, in which they hope the next superstar artist will be discovered via the internet and social media.
Anyone can upload their video to the show's online platform, where it then becomes available to the public. Once the performance is online, it’s up to users to spread, share and stream their favorite music.
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"The Stream gives everyday talented people a chance to be discovered through the Internet and social media, much the same way some of our biggest musical stars today — Adele and Justin Bieber, among many others — were first introduced to the public," NBC said in its release. "The series will bring talent shows to the next level by moving the traditional audition to the comfort of people’s homes."
Over the last year, NBC has ramped up its digital efforts. The network has an overall content deal with Snapchat, and has worked with digital influencers to promote many of its new shows (most recently with Superstore).
“The Stream brilliantly uses technology and social media to draw music lovers in and make them a part of the process,” said Paul Telegdy, NBC Entertainment President of Alternative and Reality Group, said in a statement. “We’re excited to discover talent in this modern way and connect the best artists with the industry’s top starmakers.”
The show's launch also reflects the overall shift in the music industry's attitude toward digital-first artists. Beiber and Adele aren't the only ones who started their careers online -- Tori Kelly, James Bay, Carly Rae Jepsen, Cody Simpson and others all also kickstarted their careers using digital platforms.
In February, for the first time ever, the Music Academy turned to a number of Internet influencers to produce content across Twitter, Facebook, Instagram, Vine and Snapchat in the three days leading up to the Grammys. They mixed among the A-list stars — including Adele, Taylor Swift and Sam Smith — walking the red carpet, posting for pictures and selfie-ing with fans.
On the show, the 100 most-streamed musicians will be invited to a showcase where they will perform in front of music industry titans, according to the show's press release.
"During this showcase, the starmakers will choose 30 artists who they will work closely with for one week," NBC said in its release. "At the end of the week, each titan will choose and sign their three favorite artists."
Saba was a Los Angeles-based reporter who covers all things digital entertainment, including YouTube, streaming services and digital influencers. Prior to that, she spent two years at the Los Angeles Times covering entertainment for the Calendar and Company Town sections. Saba grew up in Santa Monica and graduated from Boston University with a B.S. in journalism and B.A. in political science. When not reporting, she is usually binge watching shows online or looking for new coffee shops to frequent.
