There’s no easy way to find next big star, says Launch exec
Second season, featuring Quebec pop star Marie-Mai as mentor, begins this month
Scott Borchetta knows a thing or two about discovering raw talent. He is, after all, the chap who stumbled across a 14-year-old Taylor Swift in Nashville and immediately knew he’d found a superstar.
In an interview Wednesday at the offices of Bell Media, Borchetta said there’s no cut-and-dried formula for figuring out who’s going to be the next Taylor Swift.
“It’s never the same secret, it’s really the combined energy and excitement,” said Borchetta, who was doing the promotional rounds with Quebec pop vedette Marie-Mai to talk up season two of The Launch.
The music-contest reality series returns to CTV on Wednesday, Jan. 30, at 8 p.m. and it will also be playing on French-language specialty channel VRAK in the same time slot, with French subtitles.
Borchetta is one of the creators of the show, an executive producer and is also an on-air mentor, which entails helping the aspiring musicians navigate the process of learning, performing and recording a new song by a world-renowned songwriter/producer. Marie-Mai will also be a mentor on the second season.
“The thing that we always talk about is that artistic vision and a unique voice,” continued Borchetta.
And Swift had all that, even at the age of 14.
“It started with her songs,” said Borchetta. “Her songs blew me away. At 14, they were so sophisticated so well thought out that everything
else … she turns out to be this extraordinarily smart and fun person. But the songwriting was the thing that absolutely blew me away.”
He knew right away.
“It was lock the door, where are your parents?” said Borchetta. “We joke all the time. If it was just these 10 boxes to click, anybody could do it. But it’s never just that.”
He had just arrived in Montreal for the first time Tuesday night so he hasn’t had a chance to check out Quebec’s vibrant music scene. But he’s heard lots from Marie-Mai about the dynamic pop milieu ici and The Launch has already tapped into that with four Quebec participants this season. They are: Jordane Labrie (who appeared on season six of La Voix), James Clayton, Polina Grace, and Avery Florence.
“(In) Quebec (and) Canada, we have amazing artists,” said Marie-Mai. “We say that every week. How are we going to top what we’ve already heard and every week it gets better and better. And not just great singers but great all-round artists, charisma, songwriting, presence on stage, the full package.”
Thirty artists from across Canada compete to be able to record an original song from a well-known songwriter/producer and the winner’s rendition of the song is released to radio immediately following the broadcast of the episode. Some of the celebrity mentors making appearances in the six-episode second season include Bryan Adams, Sarah McLachlan, Arkells frontman Max Kerman, Jann Arden, Bebe Rexha and Ryan Tedder.
The first season produced a number of songs that garnered loads of radio play in Canada but Borchetta has to admit there is no guarantee that a winner from a show like The Launch will automatically have a major career in the music business.
“It’s providing the opportunity for you to go to the next level,” said Borchetta. “Each level has more challenges. If you go back to the beginning of any artist, how did they understand the opportunity? What did they do to move themselves forward? We’re giving them a turbo-charger.”
But it’s harder to break out today and it’s even harder to make a living as a musician in a world of streaming services that pay little to the artists.
“The music business hasn’t collapsed, it’s just changed,” said Borchetta. “The music business is maybe more robust now than ever. It’s a hard business but we’re still here. It’s a global business and you have to understand where the opportunities are. That’s exactly what we’re talking about. We try to put every ingredient to giving real artists an opportunity.”
“It’s about the songs and that’s what music should always be about,” said Marie-Mai. “That’s what makes a difference down the line ... this show starts with great songs and songwriters.”
But they’re also looking for stars.
“You’re looking for a specific charisma,” said Borchetta. “We always say — who will walk into the room and change the colours of the room? Some people just have that kind of energy.”
Speaking of charisma, Borchetta was impressed by Marie-Mai’s and one of the neat things about The Launch is that it’s one of the only national English-Canadian shows that stars a franco vedette.
“They made me feel so welcome,” said Marie-Mai. “Instantly I just felt I could be myself. Different markets are scary sometimes. They want you but they want you to be just like this.”
We joke all the time. If it was just these 10 boxes to click, anybody could do it. But it’s never just that.