Music Apps Are Finding Their Way To Traditional TV – Forbes

Miley Cyrus, fashion, Capital One and iHeartRadio branding detail, attends the 2017 iHeartRadio Music Festival at T-Mobile Arena on September 23, 2017, in Las Vegas, Nevada. (Photo by Gabe Ginsberg/Getty Images for iHeartMedia)

Streaming music is on the rise, and traditional TV is on the decline (at least in some regards), so can the former save the latter? A number of networks are looking to some of the biggest brands in music to help launch new series that may give them all a much-needed smash and bring in the eyeballs they so desperately crave.

Earlier this week, iHeartRadio and Fox announced that they had come together to produce The Four: Battle For Stardom, a new musical reality show that aims to, as so many others have before it, uncover the next great talent just waiting to break out and dominate the airwaves. The show, iHeartRadio’s first proper foray into the television world (aside from special events and concerts that air on a variety of channels), is set to air at some point next year, and it will combine the strengths of Fox, which originally launched American Idol and which took on (for a short time) The X Factor, with iHeartRadio’s massive network of radio stations across the U.S. and its audience of millions of listeners who use the online streaming platform for their musical needs.

iHeartRadio is the latest music app to partner with a network to bring its name and logo into the homes of millions who might not already use its product…or worse, who might not even be familiar with it. Last year, music identification app Shazam also collaborated with Fox to launch Beat Shazam, a fun reality competition program that pits people against algorithms to see who knows more music. That show has already been renewed for a second staging, and international editions may not be far behind.

NBC is also jumping on the bandwagon, as it is working on developing The Stream, a program that allows up-and-coming artists with an online following to submit their music and asks people to hit play, and winners will be chosen based almost entirely (or so it seems at this point) on what songs and which artists can accrue the most plays, which is pretty much how it works in the actual music industry.

Other players in the space, such as Spotify and Apple Music, have dipped their toes into the television world, though there aren’t any network showings with their names attached…yet. It may only be a matter of time before there’s a Spotify-themed game show, or the remaining companies that haven’t yet matched up with major networks may decide to go it alone and lead their own charge. Americans are spending more time on these musical apps every day, and they are becoming more and more powerful with every passing year, so it’s not surprising to see other industries look to cash in on their popularity and brand awareness, especially when those fields are sometimes considered to be falling behind and losing ground to more innovative, digital counterparts.

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