Samsung is looking for Australia’s next up-and-coming artist and it has turned to The Veronicas to do so.
The electronics company hs launched UNDSCVRD today, a docu-reality series on TikTok, developed in partnership with Australian production and talent agency, Amplify.
UNDSCVRD will document the journey of five aspiring 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.
@undscvrd_artist🌟 Calling all up-and-coming Aussie Musicians 🎵 ##UNDSCVRD is for you!🔥 Auditions close 25/07 🌟♬ original sound – UNDSCVRD
Samsung Galaxy and Amplify have recruited Australian artists, The Veronicas as mentors to foster and nurture the contestants on their UNDSCVRD journey. Social media personality and DJ, Ben Gerrans will host the series.
Jason Ridge, Group Partner Marketing Manager, Mobile, Samsung Electronics Australia, said: “Samsung Galaxy stands for innovation, exploration, freedom and pushing the boundaries of what’s possible. 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.”
Alex Reid, Amplify founder and creator of the UNDSCVRD format, said: “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.”
The Veronicas will work one-on-one with each contestant, coaching and guiding them to realise their music ambitions, 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.
