T-Mobile is teaming with Simon Cowell’s production company and live-event producer SFX on a new talent search competition, this time in the world of electronic dance music.
The new show, “Ultimate DJ,” will launch initially online, presenting challenges through which dance music DJs will be invited to submit recordings for fan voting via social media. After the initial rounds, the competition will involve live challenges and performances in SFX venues and through SFX channels such as Tomorrowland, TomorrowWorld, Mysteryland, Sensation and Rock in Rio.
In a release announcing the partnership, T-Mobile was characterized as “bring[ing] the innovative new show to viewers,” though details about the brand’s involvement beyond that were not specified. In that same release, T-Mobile US CEO John Legere said the company’s customers frequently listened to music on the company’s devices and that the venture meshed with the company’s “bold and aggressive, Un-carrier style.”
“We couldn’t be more excited to partner with T-Mobile US,” Robert FX Sillerman, chairman and CEO of SFX said, in a statement. “John is the most exciting CEO of this generation, and I am personally inspired by the mobile revolution he and the team at T-Mobile are driving. Together, we share a vision of challenging the status quo and pioneering new territory in business, media and entertainment.”
T-Mobile executives, as well as those from SFX Entertainment, declined interview requests for further details.