U.S. HISPANIC
Sony Pictures Television: The Launch reinvents the genre of musical format
Maribel Ramos-Weiner| 13 de julio de 2018
The Launch
The Launch (7×60’) is a musical format created by Scott Borchetta, founder, president, and CEO of Big Machine Label Group that was launched with Bell Media in Canada and whose international rights are in the hands of Sony Pictures Television.
“It is a musical format very different from what already exists. Almost all the musical formats are about the discovery of new talents. This show allows existing talents to make themselves known on a big stage. It is a format that offers the big leap in the musical career of an artist to be able to become famous. This is the opportunity it offers,” explains Álex Marín, EVP, International Distribution for Latin America, the Caribbean and Canada at Sony Pictures Television Networks Latin America.
Another unique feature of the format is that it shows the backstage of the musical industry. “In each episode, two or three artists that compete will have to play each one the same original song. During the show, the audience can see how much effort they put into each song: competitors together with their producers have 48 hours from the moment they receive the song until the moment when they have to perform it. The other feature that makes the format unique is that the same evening, the winning version will be available on iTunes and other platforms,” comments Marín.
Marín feels it has great potential in LatAm because music is close to peoples hearts and because of the culture of the region. “The format should be made in each country so that it is attractive for each culture and country. I don’t think an artist from Brazil can transcend outside Brazil until he becomes big in his own country,” he emphasized.
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