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Sony Music is jumping into the online influencer space with a new digital series developed in partnership with YouTube star Kurt Hugo Schneider.
The singer, known for his covers and medleys of pop hits, will debut the 10-episode To the Beat with Kurt Hugo Schneider on his YouTube channel next year. The series will feature Sony Music stars performing special versions of their songs in collaboration with Schneider, who will also interview his guests.
Schneider, 27, began posting his take on popular songs to YouTube in 2008 and has since found an audience of more than 6 million subscribers. His videos have generated more than 1.4 billion views and many of his top videos are of songs he’s produced featuring collaborators with other YouTube stars.
“We are delighted to be joining forces with Kurt, one of YouTube’s biggest and most talented stars, for this exciting new series,” said Sony Music Entertainment head of original content Lee Stimmel. “Kurt is a wonderful, multifaceted creative talent and has an incredibly special relationship with millions of passionate music fans around the world.”
For its part, SME has made a push into original digital programming with projects including docuseries Thank You and Sorry from Bleachers lead singer Jack Antonoff, which debuted on Google Play in June. The company announced in September that it had hired Stimmel from Samsung North America to lead its development of music-related programming.
“I’m thrilled to be working with Sony Music on this unique project,” said Schneider. “As a producer on YouTube, my goal is to create great content that showcases performers. I’m excited to be working with Sony’s awesome performers.”
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