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Go90 is getting its own series devoted to people singing in their cars.
The Verizon-owned service has ordered competition series Car Star hosted by actress, model and online creator Arielle Vandenberg.
The show, which premieres Oct. 31 on the free, ad-supported service, will combine karaoke, lip syncing and amateur performances in a shortform competition format. Each episode of the series, which will air a new, 10-minute episode each week for 12 weeks, will feature a recording artist, a digital star and a group of amateurs. Vandenberg will name a new amateur winner at the end of each episode.
The recording artists set to appear on Car Star include Christina Milian, Kat Dahlia, Omi and Pentatonix.
Car Star hails from Sony Music Originals, the digital video arm of Sony Music Entertainment. Lee Stimmel, head of Sony Music’s original content division, says the show is meant to capture the energy of “people having fun rocking out down the 405.”
Host Vandenberg has appeared on such TV series as Greek and in such films as The Ugly Truth, but also is known for her Vines and online presence. Stimmel says he was looking for a host who could guide the show’s format but also bring a bit of comedy to the series. “She blew us away,” he adds. “She drives and moves the episode.”
Car Star comes in the months that have followed the explosive growth in popularity of “Carpool Karaoke,” a segment on The Late Late Show With James Corden. The clips have become so popular that Apple has ordered a spinoff series based on the format. Spike also recently picked up its own karaoke competition series, Caraoke Showdown.
Stimmel says Sony Music Originals is bringing a different approach to the format. “Ours is more about lip syncing and we bring a theatrical sense to it,” he says. “There’s plenty of space for all of these amazing shows, but we’re focusing on the amateur side of it.”
Music competition shows have become increasingly popular in recent years, fueled by the longtime success of series such as American Idol and The Voice and newer entrants like Jimmy Fallon’s Lip Sync Battle. Stimmel says that Sony Music Originals is well positioned to capitalize on the popularity of the format. “People like seeing people having fun with music and seeing artists and celebrities doing something different,” he says.
New episodes of Car Star will debut every Monday following its Oct. 31 premiere on go90.
Vandenberg is repped by UTA and Principato Young.
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