Pig & Horse Productions unveils K-pop music competition format

Monaco and Finland-based prodco Pig & Horse Productions is developing a new digital-first talent show format called Europe’s K-Pop Odyssey.

Salla Kozma

Henni Hyvarinen

It will see a social media talent scout invite aspiring young singers to take part in auditions to find the next generation of K-pop superstars.

The selected singers then travel to Korea to train at a professional K-pop academy before the winners are announced.

Europe’s K-Pop Odyssey is part of Pig & Horse’s strategy of using digital platforms such as YouTube, Instagram and TikTok as proving grounds for new format concepts, then pitching them to linear broadcasters.

Beatrice Rossmanith’s consultancy Mothership will lead the digital distribution strategy for the social-to-screen branded format.

Pig & Horse launched earlier this year with the ambition of making unscripted shows and socially impactful documentaries.

Salla Kozma, executive producer and founder of Pig & Horse, said: “Europe’s K-Pop Odyssey is a celebration of this genre, designed as a social-first format that blends real-time fan engagement with the global energy of K-pop.”