AFTER 'The Voice,' 'The X Factor' and 'Pop Idol,' get ready for 'Breakthrough,' the new singing competition that's landing in the form of a podcast. The series is executive produced by American duo The Chainsmokers and the podcast production company, At Will Media. Headphones at the ready!
'Breakthrough' follows the classic singing contest formula that TV viewers have been familiar with for 20-some years. Listeners will follow a group of aspiring professional singers as they complete a series of challenges in the hope of making their name in the music business. And – as with any music contest worth its salt – one contestant will be crowned the winner at the end of the season.
The Chainsmokers have worked on developing this new musical project in partnership with the Amazon subsidiary, Audible and At Will Media. This singing competition of a new kind will introduce listeners to previously unknown artists at a time when concerts and open-mic nights are thin on the ground. "This show is all about community and passion for music, along with providing a massive stage for undiscovered artists who haven't had the opportunity for their voices to be heard... without being judged for any other reasons," said The Chainsmokers' Alex Pall and Drew Taggart.
It's the first time that a singing competition has been staged in podcast form. While the format may bring to mind the radio talent shows of the 1950s, according to Will Malnati, it could serve to revolutionize singing contests: "This innovative series will completely change the game for singing competitions. It's an amazing opportunity for undiscovered voices to be heard; phenomenal talent can surface from any basement or bedroom, anywhere in the country, and we can't wait to find these voices. We want listeners to meet these artists where they are – no fancy stages or audition rooms needed. A podcast lets us do that so well," said the founder and CEO of At Will Media.
Taking talent shows from radio to podcasts?
It remains to be seen what audiences will make of podcast talent shows as a format, and whether they really will prove to be career accelerators for the rising stars who take part in them. Plus, they'll also need to stand out from the latest star factory, TikTok. The Chinese application is now considered by many to be a major player in the music industry, capable of rocketing singers like Curtis Waters, Tai Verdes and Olivia Rodrigo to the top of the charts. In fact, over 70 artists that broke through on TikTok signed contracts with major labels last year, while dozens more featured in the Rolling Stone 'Breakthrough 25' ranking.
While 'Breakthrough' could face some difficulties establishing itself in the music industry, it could, above all, allow Audible to stand out in the highly competitive world of podcasts. At least, so thinks Rachel Ghiazza, EVP, head of US content at the Amazon subsidiary: "This first-of-its-kind singing competition is an expansion of Audible's mission to innovate within the audio medium while also supporting and spotlighting emerging talent," she explains. – ETX Studio, May 7, 2021
