NBC’s ‘The Voice’ To Run Snapchat Competition Adjacent To TV Show

Between August 21st and September 19th, the 11th season of the American version of the reality show The Voice will showcase some of the country’s top undiscovered talents. While that singing competition unfolds on NBC, an adjacent content will take place on Snapchat. It is there that NBC will launch The Voice on Snapchat, a five-episode series that will crown its own victor on September 19th.

The Voice differentiates itself from other musical competitions through a team-based format in which each of the show’s four celebrity coaches handpick the contestants they think will go far. The Snapchat edition will use a similar gimmick. Its first four episodes will showcase the champions selected by the four Voice judges: Adam Levine, Blake Shelton, Miley Cyrus and Alicia Keys. In the finale, these four performers will compete against one another and a winner will be crowned.

The four competitors will be selected from among a massive pool. According to an NBC press release, 20,000 people responded to a call for videos in the first 48 hours after it was posted. “NBC is thrilled to launch The Voice on Snapchat‘ utilizing their new content format that offers fresh and creative ways to let fans engage and ultimately decide who will be the first winner in this revolutionary series,” said Rob Hayes, the EVP of Digital at NBC Entertainment, in the release. “We were overwhelmed to receive so many submissions and appreciate the extraordinary amount of talent performers who participated. We encourage all fans to vote for their favorite artist on September 19.”

The first episode, featuring Alicia Keys’ champion, launched on NBC’s Snapchat channel on August 22nd. One episode will be released each week leading up to the finale.