Sony Music Entertainment drops the first episode of its new weekly series To The Beat today (July 13), which follows host and YouTube sensation Kurt Hugo Schneider as he collaborates with leading artists to create never-before-heard arrangements of their greatest hits.
First on the list is T-Pain, with nine future episodes focusing on the likes of Anderson.Paak and Natasha Bedingfield. For each episode, the featured artist will also create an original music video with Schneider and take part in a game-like Q&A.
A new, free episode will be unveiled every Thursday for 10 weeks on the digital platform go90.com and its go90 app.
The effort is part of Rumble Yard, the original video content division of Sony Music that includes shows like Crashed, which sets up surprise meetings between fans and their favorite artists, and Thank You And Sorry, a mock-umentary starring Fun.'s Jack Antonoff.
Schneider, a filmmaker and music producer, has racked up more than 8 million subscribers on his own YouTube channel, where he produces musical medleys and covers of chart-topping hits, along with music videos. His viral following has earned the YouTuber appearances on The Oprah Winfrey Show and The Ellen DeGeneres Show.
“Kurt is a pioneer in the YouTube space and we’re excited to be able to bring his one-of-a-kind talent to an even larger platform with the show. His unique ability to create tracks in unexpected ways combined with our roster of artists makes for unconventional and inventive moments that allow viewers to be a part of the creative process in a whole new way,” said Lee Stimmel, head of Rumble Yard in a statement. “In today’s content-driven world, consumers are constantly looking for new, entertaining content and To The Beat With Hugo Schneider will give viewers compelling and engaging performances from their favorite artists each week.”
Stream the first episode featuring T-Pain here, and check the series' go90 pageweekly for more.
