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 Whatstrending.com/
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.