Simon Cowell To Pair Music Industry Stars With TikTok Users In New Project
Simon Cowell says his latest project, which connects the biggest songwriters and producers in the music industry with social media creators, has "undersupplied" the industry.
The music mogul said some established artists now have access to studio time in the "real world" with industry heavyweights.
His latest project, StemDrop, invites Tik Tok creators from around the world to find unique music "Stems" and create their own new songs by talented killers.
Led by Swedish record producer Max Martin and backed by Cowell and Syco Entertainment along with Universal Music Group, the project invites "a new evolution in music collaboration, music and artist discovery."
While Cowell said he has "no idea" how the process will work, he believes a fan-based talent search system could easily produce artists on the same level as global pop sensation One Direction.
"I've always believed that a hit is an integral part of anyone's career, and now only a handful of what I call copyright diamonds are written every year," he told the PA news agency.
“Nowadays with everyone trying to get noticed online, it's very competitive.
“Essentially [with StemDrop] you can co-write your first single with some of the greatest songwriters in the world.
He continued: “Maybe that's the missing link these days, it seems like tens of thousands of new songs are uploaded every day.
In the real world, no one gets a chance to go into the studio with a band like this unless they have 10 hit albums.Simon Cowell
“In real life, nobody goes into the studio with a band like this unless they have 10 records.
But it's a way to give people that opportunity.
Cowell says he doesn't want Steamdrop "to be seen as the competition" he's built his career on, but wants the process to resemble a series of auditions.
"It seems like the whole world is listening now," he told PA.
“A lot of people are interested in music.
“That's what I love about what TikTok has done: it allows people to get in front of accounts that they wouldn't normally.
"However, there are many people who do this, and in the future, that or something else, I think that everyone needs a little start and help.
Cowell recalled the early days of One Direction, which launched the careers of its members, including Louis Tomlinson and Niall Horan and Harry Styles, and attributed their success to the "power of social media".
"Years ago, before social media, it took two years to break a group like this," he said.
He also warned about the dangers of social media and popularity in general, saying people who follow it must have "very thick skin".
"No matter who you are, there will always be critics of what you do," he told PA.
"My best advice is don't read the comments. You know, have fun, have fun. Be creative. I think there are a lot of positives and negatives.
StemDrop launches on Wednesday, October 26, a 60-second branding single by Martin, Savan Kotecha and Ali Payami exclusively on TikTok.