'The Voice' Finalists Go Behind-the-Scenes With Photo App Twentyfour (Exclusive)
Live shows of NBC singing competition "The Voice" begin Monday, April 21.
The Voice finalists heading to the live stage for the first time Monday night have been documenting the experience with the help of photo sharing app Twentyfour.
The mobile app allows a person to share a collection of photos -- called a "photostack" -- to tell a story each day, combining the permanence of sharing photos via Instagram with the storytelling nature of Snapchat's stories feature. A person's story starts fresh every day at 6 a.m.
In collaboration with The Voice, Twentyfour has added a feature called "groups" that allows someone to view a stream of related stories. Tap on the group for The Voice and users can now see photos of Team Blake's Audra McLaughlin and Team Adam's Delvin Choice backstage prepping for the live show.
The Voice has put an emphasis on social integration since its 2011 debut on NBC. Christina Milian acts as the show's social media correspondent, and all the contestants and coaches have verified Twitter accounts that they use to connect with fans during the live shows.
The reality series has also started a pre-show social media tailgate where the contestants and coaches will interact with fans on Facebook, Twitter, Instagram and other platform for 20 minutes prior to each show.
Twentyfour CEO Justin Spraggins says using his app is the next step in creating added content for fans.
"It's a great tool for them to show the behind the scenes," he tells THR. "There's so much of these contestants' lives that they can't cover in the live show."
Twentyfour, which offers music integration through a person's music library or iTunes account, has also added a tab to highlight songs from The Voice contestants.
Spraggins began working on Twentyfour about a year ago and launched the app with a small test group in November. Twentyfour initially become popular with photographers, but Spraggins says he hopes working with The Voice will help broaden its audience.
"We wanted to nail the concept of how to tell a story through photos," he adds. "You might not think you have a story to tell, but with Twentyfour, you do."