What’s Trending teams up with Ford Escape

Singing competition shows on TV may be seeing a slump, but they're alive and well in the digital space as What's Trending launches the Escape to Bonnaroo campaign.
May 14, 2014

Singing competition shows are having a tough time keeping their TV ratings up, but digital platforms are looking to pick up some of those younger audiences that are abandoning shows like The Voice (which now has a median viewership age of 52.)

The latest YouTube network to launch a music-based project is What’s Trending, which on Wednesday debuted a social media campaign with Ford Escape that will see 5 musicians competing for a stage spot at the Bonnaroo Music Festival.

Artists can upload videos of their performances on, which will then be voted on by fans. The 5 people who generate the most social activity around their clip will perform in front of judges that include viner King Bach, YouTubers GloZell Green, Chester See, Kandee Johnson, and What’s Trending co-founder and host Shira Lazar. The special will live-stream from YouTube Space LA, and the winner will be recognized as an official artist in the Bonnaroo lineup.

What’s Trending, a digital and entertainment news network, worked with ad agency Team Detroit and Ford on the partnership. This is not the first time the company has collaborated with the brand — previous campaigns include Fiesta Movement and the 2014 Tube-a-Thon.

Music-based TV shows may be seeing ultimate ratings lows, but the genre appears to be experiencing a rebirth online. VH1 recently announced a 24-hour live streaming competition called Make A Band Famous; Dance On network recently announced two new shows; and AwesomenessTV on Tuesday launched the entire second season of a Glee-like show on its new mobile app.

About The Author
Melita Kuburas is the editor of StreamDaily. You can reach her directly at press[at] or on Twitter @melitakuburas

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