Social music app Smule is the driver behind a new X-Factor style ‘musical reality show’ that’s launching in India this month. The show is called ‘1, 2, 3… Riyaaz’, and it’s entirely digital (i.e. not on terrestrial telly), launched by one of India’s main multi-channel networks, ILN Studios.
Celebrity team captains Jassie Gill, Lisa Mishra and Kusha Kapila will each be encouraging viewers to take part in weekly musical challenges on Smule. Each week will see three winners crowned from the challenge, with prizes involving singing with the captains in original music videos. You can watch a trailer for the show here. This all builds on Smule’s popularity in India, which we reported on in August last year.
The company said then that it had around 7-8 million users in India (out of its 40 million global total), and that those people average nearly an hour a day using Smule’s apps – engagement three times more than the average American user.