The Launch has officially launched.
At his Canadian Music Week keynote interview yesterday (Thursday), Big Machine label founder and Taylor Swift career nurturer Scott Borchetta offered details about The Launch, his new partnership venture with Bell Media that was announced a few weeks ago by the media company's president Randy Lennox.
Turns out that it's a music competition in the style of an American Idol, but with a twist: "The idea is that we start with the hit song," said Borchetta.
The 54-year-old record mogul, who served as a mentor for three seasons on the talent competition, explained the American Idol process of hunting down a song once a winner is declared, with the label rushing to get product out and hoping that they gain some audience traction with the song once it's released.
"I don't like to operate on hope," Borchetta declared, "So we're going to start with a great production team, two other great celebrity artist mentors and start with the song. We're already collecting...we have great songs, and we're going to basically cast for the song. We're going to say, 'here's a great pop song,' and we're going to go through these thousands of videos that are already being uploaded to the channel and really turn this thing on its head."
Five artists will qualify as competitors during the six-part series, and two will be selected to record a version of the song with The Launch's production team, with one being declared the winner.
"When we launch this, it goes literally on every digital platforms, all the Bell Media TV, radio, mobile, internet, etc.," Borchetta enthused. "It's a total pop culture crush. So we're flipping the model on its head."
Borchetta says the show will land on terrestrial TV, and as of yesterday, hopeful contestants can upload their audition videos to ctv.ca/thelaunch for consideration.
"You can upload your videos now and we'll come up on May 10," Borchetta explained. "We will produce in the summer and we will be on the air in 2018."
Borchetta will serve as one of The Launch's four executive producers, alongside Eureka Productions' Paul Franklin (Masterchef), who will double as the series' showrunner, and Insight Productions' John Brunton and Lindsay Cox (The Juno Awards, The Amazing Race Canada.)