Cannes – Hot on the heels of wrapping its inaugural production in Toronto, Canada, Bell Media unveiled at MIPCOM today the next big music TV format, The Launch. Represented at the market by Jane Rimer, the all-new international format comes from Bell Media and world-renowned music mogul Scott Borchetta, President and CEO of Big Machine Label Group. Reinventing the music competition series genre, The Launch debuts a new and unique format, documenting an authentic, behind-the-scenes look at what it takes to break a new artist and bring a song to life.
Created for markets around the world, in each close-ended, hour-long episode of The Launch, five unsigned emerging artists compete for the opportunity to record and perform a new original song, mentored by a panel of internationally renowned music industry legends – from discovery to stardom in just 48 hours.
Each of the six episodes kicks off with the introduction of a new original song that has been created by a renowned songwriter. Then, each of the five artists audition for the mentors, including Borchetta, for the chance of a lifetime: to record that original song.
After deliberating, the mentors choose two of the artists they feel have the most potential and are the right fit for the original song, working with them over the next 48 hours to shape the song according to their abilities and strengths. And then it’s showtime: the two artists compete against one another, performing their rendition of the original song in front of a live audience as the mentors watch the song come to life.
The mentors then decide which version of the song will be released across the country immediately following the broadcast of the episode – ultimately deciding in that moment whose career will soar – and all in the span of one episode!
“Unlike any other music television program, each episode of The Launch begins with a new song created and shaped by the best-of-the-best within the music industry, filling a resounding gap in the genre by pairing new songs with the best-fitting emerging artists – and then immediately launching these new songs to the world,” said Randy Lennox, President, Bell Media. “Each week, our mentors and live studio audiences were blown away by the caliber of unsigned talent in our midst. We are proud of this genre-busting new program and can’t wait to showcase this original format to international buyers.”
“The formula driving The Launch a shot at “that one big break” with a great song, top-notch production, and all-out marketing, is a dream come true for any aspiring artist,” said Scott Borchetta. “Not only did this out-of-the-box concept attract a dream team of world-class music industry mentors, each week both our mentors and our live studio audiences were part of alchemy in action. We can’t wait for viewers across Canada and around the world to experience the creation and launch of music’s next big songs.”
In the Canadian version for CTV, each week’s song will be released leveraging the multiple platforms and resources of Bell Media, Canada’s leading content company. Following the conclusion of each episode, the chosen songs are immediately available and promoted on Bell Media platforms across the country, including Bell Media Radio, Canada’s largest radio broadcaster, along with the iHeartRadio Canada app and Bell Media’s stable of leading digital and TV properties. Bell Media’s commitment to the winning artists continues with major media and promotion the day after the episodes air on flagship Bell Media radio and television properties.
A staggering roster of musical A-listers joined Borchetta as mentors in the Canadian version of The Launch, including international musical icon and reigning “Queen of Country Pop” Shania Twain Culture Club alumnus and Grammy Award-winner Boy George eight-time GRAMMY Award-winning multi-platinum superstar Fergie; Canadian singer and songwriter and international pop sensation Alessia Cara rock icon and founding member of legendary rock band Mötley Crüe Nikki Sixx sought-after songwriter with her own recent hit single “Issues”, Julia Michaels; and Grammy Award-winner and co-founder of country-pop duo Sugarland Jennifer Nettles.
Award-winning producers/songwriters cast alongside Borchetta in the breakout season of The Launch include One Republic’s Ryan Tedder, busbee (P!nk, Shakira, Blake Shelton),Dann Huff (producer behind more than 50 #1 hit records ), Ian Kirkpatrick (behind multi-platinum hit songs from Jason Derulo and Selena Gomez), and Canada’s own Stephan Moccio, the music mastermind behind massive, inescapable hits like the quintuple-platinum “Wrecking Ball”.
At MIPCOM, CTV’s The Launch will be represented by Jane Rimer, who has more than 20 years’ experience in the international media and entertainment space. Currently Jane is spearheading the international growth of one of Canada’s largest media entities, Insight Productions. Prior to Insight, Jane founded independent media consultancy, NYLON LIFE Media LLC, based in New York which she ran for over 12 years. The consultancy focused on the areas of strategic business planning, brand development in the television and multimedia platform space, executive production and content distribution. Before launching her own shingle, Jane was Senior Vice President, Development and Programming at FremantleMedia North America – one of the world leaders in television branded IP creation and content exploitation. Jane has worked out of the U.S. and Canadian markets since moving to New York from London in 1996, when she opened a creative development and distribution office for Pearson Television International. Jane’s career began in the U.K. international distribution sector at Reiner Moritz Associates followed by The TV Sales Company and SelecTV.
Following in the successful footsteps of CANADIAN IDOL, THE IHEARTRADIO MMVAs, THE JUNO AWARDS, the MuchMusic and Coca-Cola Covers competition, and most recently, the launch of iHeartRadio Canada, The Launch was put into development in January 2016. The series was co-developed by and is produced by Bell Media in association with Scott Borchetta of Big Machine Label Group, Paul Franklin of Eureka (MASTERCHEF, THE BIGGEST LOSER), in partnership with John Brunton and Lindsay Cox of Insight Productions (THE AMAZING RACE CANADA, CANADIAN IDOL, THE JUNO AWARDS).
THE LAUNCH is executive produced by Scott Borchetta, Randy Lennox and John Brunton; Lindsay Cox and Paul Franklin are Showrunners and Executive Producers; Executive Producers for Bell Media are Robin Johnston and Corrie Coe, who is also Senior Vice-President, Original Programming, Bell Media. Pat DiVittorio is Vice-President, CTV and Specialty Programming, Mike Cosentino is President, Content and Programming, Bell Media. Randy Lennox is President, Bell Media.
