Cape Town – If anyone knows what it takes to make a great pop star its Grammy winning artist, producer and songwriter Timbaland.
With over 20 years of experience in the music industry Timbaland is taking everything he learnt and helping young stars in his new reality show, The Pop Game set to air on Lifetime (DStv 131) this week.
The show sees him working with five handpicked aspiring young artists looking for their big break.
The teenagers will go through a rigorous series of challenges designed to give them the skills that they’ll need to be the next mega star. The winner will have a song produced/recorded by Timbaland.
For Timbaland the show is more than just entertainment.
"It's not just about the show it’s a way of showing that I want to reach out. I have a gift of music and I want to share my gift and teach the younger generation. It's about giving back," he said during a telephone interview with Channel24.
With so many music talent shows out there what makes this show different is the one-on-one aspect.
"It's really about growing these five kids as artists and developing their talent. Nurturing those who are ready today versus who is ready tomorrow. I think we did a really good job at showcasing it," he says.
When it comes to that X factor in an artist Timbaland says that he doesn’t just look for just one thing.
"I look for a lot of things I look for the potential. Once you see they have talent you just follow them and watch them grow and then you say to yourself I want to be involved with this artist."
What surprised him most about working with the young artists is how quick they pick up information, how they translate and understand it. Their view of music is totally different to the older generation.
Young stars have a tough time evolving as they age and many of them unfortunately struggle to say relevant as they get older.
While he can't dictate staying power he can guide the young talent.
"Music keeps evolving and there are new things all the time. All I can do is just be there, act as a father, uncle, big brother, be a mentor and shoulder to lean on when they do fall."
His one piece of advice for anyone trying to break out in the music industry is to never give up, to never be discouraged and to develop your craft consistently.
See a preview of the show here:
The Pop Game airs Mondays at 20:00 on Lifetime (DStv 131).