Label head Monte Lipman says the music-themed reality show will be "America's next cultural phenomenon."
Mark Burnett's new music-themed competition show The Voice has found a label partner in Universal Republic Records, home to Florence + the Machine, Colbie Callait and Owl City. The New York-based company, run by brothers Monte and Avery Lipman (CEO and President, respectively), will provide recording and artist services for the series, which airs on NBC-TV this spring.
Already a success in Holland, Universal Music Group also announced a new agreement with The Voice Talent Agency (TVTA), to record and promote new stars emerging from the Voice series around the world (with the exception of Holland and Belgium, where rights are placed with 8ball Music).
Featuring four celebrity judges ("successful artists in the music industry," says a statement), the contest has three phases, starting with a “blind” audition (where the judges can't see the contestant) followed by “Battle Rounds,” one-on-one battles within the coaches' team, and, finally, a live performance on a big stage in pursuit of the title.
Together with the coaches, the TV audience votes and selects the winner who will be awarded a recording contract with Universal Music. Said Lipman: “Universal Republic Records and The Voice is a great partnership. We both have proven track records of discovering and nurturing talent. To partner with Mark Burnett, John de Mol and NBC-TV, will make The Voice America’s next cultural phenomenon.”