The new music-industry based drama from Bebo finally launched on August 6th (we commented on it back in June). Here we take a look at what’s happening in it, who’s backing it, and ask whether it presents the most modern media-fusion and exciting entertainment, or a cunning marketing tool to sell music and phones to youngsters.
The show follows ambitious young Sam King, who’s trying to start his own record label from a basement within Universal. The show is shot within the actual Universal building, with real employees going about their business in the background. It’s set to feature Universal artists in guest spots, including the Sugababes, The Automatic, Sam Sparro, The Jonas Brothers, and rumours about The Kaiser Chiefs and Amy Winehouse. It will also feature new up and coming bands, some created especially for the show, which may then go on to produce actual releases. Spin-offs are already earmarked, with radio and TV shows presented by the fictional cast. Viewers will also be able to interact with the series, by voting characters in and out of show, along with which bands Sam should sign.
The show has been co-produced by Monkey Kingdom and Globe Productions (the production division of Universal Music). Interestingly, it has been completely funded by Sony Ericsson, Virgin Mobile and Vodafone. So does this present a new drama which has fully embraced multi-media digital technology and distribution, or is this a devious marketing tool for Universal to promote their current slate of artists, along with potential new acts, and for mobile companies to sell more phones to the youth market? Joanna Shields, President of AOL People Networks and CEO Bebo said:
“The Secret World of Sam King was developed for the ‘Bebo Generation’. Working closely with our partners at Universal Music and Globe Productions, we are creating new opportunities for musicians and artists to interact and connect with the youth audience within the context of a great drama. Following on from the success of KateModern, The Gap Year and Sofia’s Diary, Bebo continues to pioneer an entirely new entertainment category.”
The Courteeners featured in last Wednesday’s episode, with shameless mobile usage – having lost the camera crew to record an interview with the band, Sam suggests they film from two angles with their mobiles, and end up with a great result! It’s been produced to a very high standard, and shows youthful initiative – Sam’s low position does nothing to dampen his determination and big ideas, which is aspirational for viewers. The cast look like a cross between Hollyoaks and High School Musical, and with episodes being around the 3-5 minute mark, it’s easier to get drawn into the drama and storylines than shorter form webisodic programmes like Sofia’s Diary.
We expect the mix of youthful energy, attractive cast, music and interactivity will make this yet another hit for Bebo, whilst also performing well for Universal and the featured mobiles.
Go to The Secret World Of Sam King.
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