Izzet Pinto, CEO and founder of Global Agency, unveiled his new format creation The Mashup at Realscreen Summit this morning, noting the new musical competition delivers social-media traction and additional revenue opportunities for broadcasters and platforms.
“Singing shows have the best chance to survive on TV,” Pinto said, given their broad, mass-generational appeal. “Channels have been asking for a format for Gen Z and Alpha; I believe this is the perfect format to get young audiences.”
Pinto spoke about the social media popularity of music “mashup” videos before walking Realscreen delegates through the format’s structure. He highlighted the show’s stage setup and its duo performance format before heading into a head-to-head final battle in which contestants are paired with celebrity singers.
“The best thing about this format is the big music IP created,” Pinto said. “That’s where the financial gain is for the producers. These hits become vital, and it will explode on digital, on YouTube, and TikTok, and then on radio stations, licensing; this catalog will be the best asset for the producers. Then it’s live shows, and then brand engagement and sponsorship. And ready tape sales around the world, and artist management. It can become a really big franchise.”
Scoring a U.S. partner is key, Pinto added, with a platform that will commit to turning the brand into a long-running success.
I asked Pinto about the need to think about social video integrations when coming up with a new format today. “When I create now, I make sure that it’s good for the younger audience. Social media is very important. When it’s good, it automatically [performs well] on social media,” he said, referencing Jennifer Lopez’s viral TikTok mashup video with 4 Non Blondes’ Linda Perry. “With this show, so many old songs can be reborn.”
With a significant Spanish-speaking audience in the U.S., there’s also an opportunity for cultural music crossovers, he said.
Global Agency will be hosting a session about the new format at MIP London.
