Samsung partners with Amplify and TikTok for docu-series competition: Undscvrd
Samsung Electronics Australia is launching Undscvrd, a nation-wide search for the country’s next up-and-coming recording artist that will also play out as a documentary-style reality series on TikTok.
Presented by Samsung Galaxy, Undscvrd, has been developed in partnership with Australian production and talent agency, Amplify, and is understood to be the first of its kind, world-wide.
Samsung partners with Amplify and TikTok for docu-series competition: Undscvrd
Undscvrd will document the journey of five aspiring Australian musicians, recruited via TikTok, as they collaborate with industry leaders to produce their own original single and accompanying music video.
The four-week video series taps into the popular vertical video format of TikTok and will be broadcast exclusively on the @Undscvrd_artist TikTok channel, with the first episode going live on Thursday 9 September, 2021.
Jason Ridge, group partner marketing manager, mobile, Samsung Electronics Australia told Mumbrella: “The reason we decided to choose TikTok as the platform is because we wanted to ensure we created an authentic music program to find that next up-and-coming recording artist. TikTok has become monstrous in the music industry and 56% of its audience is under 25, which is the audience we were wanting to attract.”
Ridge continued: “It’s launched new stars, it’s resurfaced old hits, so we knew TikTok was going to be the best fit. Second reason is, Undscvrd is part of a broader Samsung Galaxy strategy, where we’re really looking to foster the next generation of Australian makers and creators, whilst, at the same time engaging younger audiences.”
Jason Ridge, group partner marketing manager, mobile, Samsung Electronics Australia
Samsung Galaxy and Amplify have recruited Australian artists, The Veronicas as mentors to foster and nurture the contestants during the Undscvrd journey. Social media personality and DJ, Ben Gerrans will host the series.
What’s different about this competition, thanks to Samsung Galaxy’s support, is that the five Undscvrd contestants will maintain complete ownership of their music and associated content.
Each artist will have the opportunity to release their original single alongside a music video produced as part of the Undscvrd series with the winner going on to record a five-track EP.
“Samsung Galaxy stands for innovation, exploration, freedom and pushing the boundaries of what’s possible,” Ridge said. “This is what drives us and it’s what our technology enables for our customers. We are extremely excited to be launching Undscvrd with The Veronicas and to play a role in inspiring and nurturing the next generation of Aussie recording artists.
“We know that music and social media are key passion points for Gen Z and younger millennials; we believe this series is going to surface up incredible talent pushing boundaries of what is possible, just like Samsung Galaxy.
“Most importantly, through Undscvrd we are giving the next generation of independent Aussie artists the chance to super-charge their music careers. We couldn’t be prouder of creating this once-in-a-lifetime opportunity for them.”
The Veronicas will work one-on-one with each contestant, coaching and guiding them, backed-up by gold and platinum accredited producer, James Angus.
Amplify, an Australian production and creator agency, specialises in creating integrated campaigns and productions, helping brands build authentic and long-term connections with their audience.
Alex Reid, Amplify founder and creator of the Undscvrd format, believes the format is groundbreaking.
“Our partnership with Samsung represents an exciting new stage in our approach to branded content integration. We’ve stepped beyond sponsored marketing, to create a native storytelling experience that naturalises branding and product into the narrative itself,” Reid said.
The Veronicas will work one-on-one with each contestant, coaching and guiding them, backed-up by gold and platinum accredited producer, James Angus. Having worked with the Veronicas on their latest album, Life of the Party, Angus will apply his wealth of knowledge to translate each young artist’s musical visions into a single.
The winner of Undscvrd will be selected by The Veronicas along with input from other industry professionals on the program and consideration given to the contestants’ fan engagement on TikTok.
The program will culminate in a live concert event in Sydney in October this year, which will be live streamed via TikTok. At the event, all Undscvrd contestants will perform their single and the winner will have a three-track set to open for The Veronicas.
The winner will also go on to release a five-track EP produced by James Angus and supported by artist management and label services specialists Call and Response in the form of marketing and promotion. including:
From today, budding musicians can enter Undscvrd by tagging @Undscvrd_artist and #Undscvrd in a video on the TikTok platform.
Entries may include newly uploaded content or by simply adding these tags to existing videos of a performance.
TikTok users can also go into the running to be featured on the program by participating in a TikTok Duet with one of the acoustic melody videos by The Veronicas, which will also feature on the Undscvrd TikTok page.
Credits
Samsung Electronics Australia
• Jason Ridge, Group Partner Marketing Manager, Mobile
• Lucy Tickner, Experiential Marketing Manager, Mobile
Amplify
• Alex Reid, Amplify Director, Show & Format Creator
• Alexa Hohenberg, Executive Producer
