Global Agency represents a variety of formats, spanning quiz shows, culinary competitions, dating programs and so much more. It is now bringing a brand-new music competition to the table with The Mashup, in which duos sing together and perform a mix of two songs. After introducing a promo real at the Realscreen Summit and generating international interest, Global Agency is officially launching the format with a premiere at 10:30 a.m. today in the Turing Theatre at the IET London.
Izzet Pinto, CEO of Global Agency, created the format based on trends he has noticed in the consumption of entertainment today. “The way we consume entertainment has changed dramatically, largely due to social media,” he says. “In recent years, people have preferred shorter, more dynamic listening experiences rather than listening to a single song for more than three minutes. That insight inspired me to create a new format structure where two songs come together as one.”
Music competitions are a perennial favorite among format genres, with Idols and The X Factor going strong for 25 years, and The Voice and The Masked Singer finding success for 15 and 11 years, respectively. While these franchises have satisfied viewers, “I believe we are now entering a new cycle,” Pinto says. “Over the next decade, audiences will be looking for fresher, faster and more collaborative music experiences, and this is where The Mashup comes in. I truly believe The Mashup has the potential to become the next major global franchise.”
Global Agency has the experience to back this goal up. “We are not only successful in distributing third-party formats, but we are also strongly focused on creating our original formats,” Pinto notes. “With more than 20 years of experience, this journey has helped us position The Mashup not just as another format but as our masterpiece, designed to travel easily across international markets.”
The Mashup sets itself apart from the rest because it is designed specifically with a younger audience in mind. “Today, most free-to-air TV channels are lacking programs that truly speak to Gen Z and Gen Alpha,” Pinto says. Also, “unlike most music formats, where singers compete as solo artists, in The Mashup, each team consists of two singers who perform together and create a unique synergy on stage. This not only changes the dynamics of the competition but also makes it far more visually engaging and entertaining to watch.”
The initial goal is to launch the format in the English-speaking market, Pinto explains. With an English-language adaptation, “it has the strongest potential to create viral moments on social media,” he says. “This will allow the format to travel quickly and expand globally.”
The format has already seen strong international interest, he reports, including from the U.S. and Canada. The launch at MIP LONDON aims to generate even more interest. “European territories are among the strongest creators of high-quality television content, especially in talent and stage-based entertainment formats,” he says. “Beyond English-speaking countries, Europe and particularly the CEE region stands out as a key region for producing and exporting successful talent shows. This makes the region a strategic priority for the next phase of The Mashup’s growth.”
Interested buyers will be able to check out the brand-new format by attending the presentation at the IET London at 10:30 a.m. today and by speaking to Global Agency’s representatives.
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Işıl Türkşen
Sales Director, Asia, Baltics
Şenay Taş
Sales Director, CEE, Greece
Ivan Sanchez
Sales Director, Latin America
