NBC, Snapchat team up for 'The Voice' series and other short originals
Getting on NBC's The Voice just got a little easier.
On Monday, NBC announced that fans of the reality competition series can apply to be featured on the show via a new Snapchat series.
The Voice on Snapchat, which debuts Aug. 22, will be a five-episode short-form series powered by fans. It will feature user-submitted performance videos. Submissions, which open Monday at voicesnaps.com, will then be reviewed by The Voice coaches for the opportunity to appear during the broadcast premiere of The Voice’s new season.
You May Also Like
The digital show is the first of many original programs being rolled out as part of a multi-year deal between Snapchat and NBCUniversal.
Under the deal, NBCUniversal will develop and sell advertising packages incorporating Snapchat’s expanded set of advertising products into its sponsorship, mobile and video offerings.
"The Voice is a show about the discovery and development of new artists and we see this new Snapchat series as a way to take the amazing storytelling of The Voice and tailor it to the mobile generation," Rob Hayes, EVP Digital at NBC Entertainment, told Mashable in an email interview. "We’re also excited because we know this is just the beginning of a larger partnership and the opportunities for innovation on the Snapchat platform enable us to really get creative in regards to how we can engage users."
"We’re also excited because we know this is just the beginning of a larger partnership."
After The Voice series debuts, NBC and Snapchat will roll out a series on the platform from E! Entertainment’s E! News. Also on deck: Original shows from NBC’s The Tonight Show Starring Jimmy Fallon and Saturday Night Live.
“We’re thrilled to be partnering with NBCUniversal to bring Snapchatters a marquee video experience featuring some of entertainment’s most respected and widely watched brands,” Nick Bell, VP of Content at Snapchat, said in a statement. “Together with NBCUniversal, we believe there is a huge creative and commercial opportunity around mobile-first programming and are excited to bring these future formats to our community.”
The news comes on the heels of NBCUniversal's Olympics Snapchat partnership with Buzzfeed to co-produce and air daily live stories from the Olympic Games.
Hayes said NBC has been working specifically with Snapchat for the last two years to try and develop initiatives that will have an impact on the networks' audiences.
NBCUniversal partnered with the platform on projects like Live Stories for Saturday Night Live's 40th Anniversary Special and Lenses for specials like Red Nose Day.
Snapchat aside, the network has also been working to increase its presence in the digital space. Since 2014, for example, NBC has had a huge presence at VidCon, a three-day conference dedicated to all things digital video.
"As we see consumer behavior changing with regards to their viewing habits and multi-platform and VOD usage increases, the traditional linear broadcast model also needs to evolve," Hayes said. "Digital is the future for our business and it will continue to be extremely important as we look at the all opportunities."
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.
