YouTube instigates hunt for next Justin Bieber via cover song competition series

YouTube and production firm EndemolShine have joined forces with US TV host and producer Ryan Seacrest to instigate a hunt for the next Justin Bieber by way of a cover song competition series.

Best.Cover.Ever is set to stream as a YouTube exclusive with viewers treated to the sight of a line-up of top musicians tutoring and cajoling a procession of aspiring artists in a format which likely prove familiar to reality TV fans.

Each host musician will select one of their greatest hits for the participants to cover with the two best submissions going on to appear on the show, the resulting winner of which will record a duet with

Announcing the new format, YouTube’s head of original content Susanne Daniels informed the Hollywood Reporter: “YouTube is the best place for emerging musicians to be discovered, and Best.Cover.Ever. will encourage these artists to go for their dreams alongside the best in the business.”

YouTube’s interest in the format is likely derived chiefly from its desire to remind users of its role in elevating Bieber into a global pop phenomenon after building a global fanbase from a regular series of cover videos, as well as fermenting goodwill as it star wanes amidst ongoing fallout of an advertising boycott brought by extremist content.

Anyone interested in participating in the show has until 19 may to make their voice heard.

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