Universal Pictures Promotes New Movie ‘Sing’ By Search For YouTube’s Next Music Star

YouTube has famously launched the careers of pop stars like Justin Bieber, Austin Mahone, and 5 Seconds of Summer. Now, Universal Pictures is looking to add three more names to that list. In order to promote its new movie Sing, the studio has launched the “Real Talent, From Real Life” contest, which will fly its winners to Los Angeles for a special event at YouTube Space LA.

The contest, which evokes the central singing competition around which the plot of Sing is based, focuses on the Stevie Wonder number “Faith” (featuring Ariana Grande) from the Sing soundtrack. Entrants must listen to the song and send in a video in which they sing, clap, or dance along to the music. Universal will judge the submissions and will select three winners, who will be flown out for a “Next Rising Star” workshop at YouTube Space LA on December 15th. YouTube stars and Universal execs will also be in attendance at that event.

While only a small number of Real Talent, From Real Life entrants will be able to earn the contest’s top reward, several more will receive a nice consolation prize. On December 16th, five days before Sing arrives in theaters, YouTube star Mike Tompkins will create a many-voiced cover of “Faith” that will be cut together from the submissions Universal receives.

Universal, like other major film studios, has leveraged the influence of top social media stars to help promote its movies. Last year, it turned to the creators at YouTube Space NY to drum up support for Minions, which like Sing is produced by Universal’s Illumination Entertainment division.

Submissions for Real Talent, From Real Life will be accepted through November 30th. The official rules of the contest can be found here.