Sony announces innovative new online series/contest/development program The ShareSpace

Sony Music Entertainment Australia and ZigZagTV this morning announced an innovative new original YouTube content series to launch in October, giving eight music makers a crash course in the industry and creative collaboration.

The ShareSpace was developed in Sydney as the next generation of music talent shows, with the support of YouTube and Pepsi Max as well asthe contest-format creative muscle behind TV smash hits likeAustralian Ninja Warrior,The Voiceand Australian Idol.

The concept behind The ShareSpace is that eight emergingAussie artists(referred to as “The Talent”) will become part of a “creative community” for 30 days. With new episodes daily, viewers will see the group “collaborate and create engaging music-based content to share across multiple channels”,forming teams for different projects and challenges while developing their own creative practices.

The eight will be guided by a group of industry experts and established local and international artists – includingmajor Sony acts dropping in to help out.

They will be given insights to the workings of the music industry, and educated on everything fromsongwriting, recording, and live performance to social media, marketing and PR.

Their experiences of challenges and collaborations will be shared on YouTube andTheShareSpace.com in daily instalments.

Over the 30 days, The ShareSpace will have a real-time leaderboardto track viewerengagement across all platforms. While there’s no elimination or eviction – the format’s focus is much more on development and collaboration – the data will eventually be used to help crown a winner.

The triumphant one will receive significant career development support, including an international songwriting trip, and a Sony Music Entertainment recording contract.

“The ShareSpace is an exciting new initiative for local artist talent discovery and development,” saysDenis Handlin AO, Chairman & CEO Australia & New Zealand and President, Asia, Sony Music Entertainment.

“It will drive creative brilliance and is bound to attract significant attention particularly with the youth of Australia.”

The eight are currently being cast by ZigZagTV, under the guidance of its founder and Executive Producer Julie Ward.

Her credits include Australian Ninja Warrior, The Voice, ARIA Awards, Australian Idol, So You Think You Can Dance and Australia’s Got Talent.

“Having been at the forefront of TV talent formats for many years, I am genuinely excited to be part of the digital evolution with such incredible partners.

“Together, we are creating a format that puts music collaboration at the fore, supporting a group of artists to grow their talent and fan base.”

With its focus on both serious development and collaboration as well as shareable content, the format isn’t quite like any TV-based concept currently airing, and could be exported if the Australian launch is a hit.

“YouTube is the best place for emerging musicians to be discovered, and The ShareSpace will encourage these artists to go for their dreams alongside the best in the business,” saysTony Elison, Head of YouTube Music Partnerships, Asia Pacific.

“We’ve had an established history with the music industry and artist community globally.”

More details of the project, including the eight artists chosen as The Talent and their mentors, will be unveiled in the coming weeks.