A songwriting competition is pitting seven Gen Z influencers against one another in a 24/7 livestream. The prize? A recording contract with Capitol Records
75 percent of its users discover new music on its platform. But A&R is still “a balance of data and gut,” as Jubelirer puts it. “You have to feel something when you listen to music” — and those feelings come from an artist’s charisma and the character of a true performer.‘s “house” concept is not new, but it may feel that way to kids who didn’t grow up during the frenzy of MTV’s, which started in 1992 and ran for 33 seasons.
“I love how this cuts to the nerve of a critical debate in our industry between the importance of data versus the alleged ‘dark arts’ of A&R,” co-creator Mann tellsis actually the not knowing what will happen with these artists who collectively entered the competition with millions of fans before any of us arrived. Some of these contestants have already been signed and dropped. Some of them have kept their musical dreams quiet while amassing millions of fans around niche lifestyle posts.
Maybe this image is a metaphor for the state of the modern music scene, or maybe he’s just more of a night owl. When cameras film for all hours of the day and night, they’re bound to capture many mundane moments. That’s part of what makes the experience “real,” and it’s what keeps onlookers hooked, waiting hungrily to spot the first instance of excitement like they’re detectives with something to prove.
There’s also a lot to be said for the magic of editing, of which a 24/7 stream has none. But this was just the warm-up forthat the show is in the process of being developed into an episodic series; its creators are just looking for the right home. When asked if celebrity mentorships and other opportunities to collaborate with the already-established artists on Capitol’s roster will become a part of the process, Jubelirer says there’s nothing finalized yet and it’s “something we’re talking about.
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