Simon Cowell, entertainment mogul and creator of “The X Factor,” is utilizing a new medium for his never-ending talent quest: the internet.
Cowell’s Syco Entertainment empire is teaming up with YouTube to launch “The You Generation,” an online global talent contest open to people with “unconventional and original talents.” Musicians, photographers, makeup artists, magicians and chefs are all eligible.
Syco says that the contest, which is slated to begin next month and will run for the course of a year, will seek auditions in a different talent category every two weeks. Entries will be uploaded onto a dedicated Youtube channel open for public viewing and where Syco professionals will judge.
The incentive has yet to be worked out, but the “prize” will be awarded every two weeks and a grand prize will be awarded at the end of the year.
Syco, a joint venture between Sony Music and Cowell, calls the initiative an experiment aimed at discovering new talent. Syco’s former projects include “The X Factor” and “Got Talent” tv shows in the U.S. and Britain, and have been responsible for the careers of Susan Boyle and One Direction. The company hopes to tap the power of social media, which has launched several celebrities’ careers in the past – catapulting stars like Cassie and Justin Bieber into the limelight.
“You Generation” will be avalavle in 15 languages and 26 countries around the world.