Best.Cover.Ever. performed in Brazil

O Próximo Número 1 VillaMix launched last week

Endemol Shine Brazil has partnered with local music festival VillaMix and drinks company Ambev to launch a Brazilian version of US format Best.Cover.Ever.

Branded entertainment production O Próximo Número 1 VillaMix launched exclusively on the festival’s YouTube channel last week and topped 17 million views within 72 hours, according to Endemol Shine.

The six-episode series celebrates the popular Brazilian music style of Sertanejo and will whittle down contestants to five finalists who will perform at VillaMix. The winner will sign a contract with a Brazilian artist management company.

“O Próximo Número 1 VillaMix is proof that branded entertainment works, no matter which platform,” said Juliana Algañaraz, CEO of Endemol Shine Brazil.

“We have globally created formats in our catalogue, and even when they are developed for brands, they are able to travel around the world, delivering results to the sponsors and successfully engaging the audience.”

The Best.Cover.Ever format follows contestants who do not know they will be performing alongside their idols. It originated as a YouTube original produced by Ryan Seacrest Productions, Endemol Shine North America and Columbia Records in November.