A gritty, high-definition look behind the curtain of the African music industry — published on a schedule, built for distribution.
We move past the glitz of the stage to show the late-night sessions inside the Morres Sticks Audiovisual Studio — the creative blocks, the financial hurdles, the technical breakthroughs. Formatted for streaming platforms (Netflix, Showmax, YouTube Originals) to educate the world on how the "Lagos Sound" is actually engineered.
Unlike traditional reality shows, New Sound focuses on the producer-artiste dynamic. We pair one emerging singer with one emerging producer to create a "new sound" from scratch in 48 hours. Viewers vote via social, building a ready audience for the music before it even drops.
Winners get a Soundscape residency, a distribution deal, and a headline slot at Loud Friday.
8 producer-artist pairs · 48 hours each · 1 head-to-head finale at Wow Night. Weekly drops across an 8-week season.
Voting opens during the episode. The winning record drops the same week — distribution already cued, rollout already filmed.
Eight always-on formats running in parallel — each with a fixed cadence, scope and edit style so distribution and brand partners know exactly what they're buying into.
A weekly look at one session that ran inside the studio — what got cut, what made the final, and the moment the song actually arrived.
The best three minutes of the night, condensed into ninety seconds. Opening act spotlight, headline drop, crowd reaction. Drops by Monday morning.
Stripped-back single-take performances filmed inside the studio. Roster artists and visiting talent — usually a new song nobody has heard yet.
The always-on content drip. Behind-the-scenes moments, soundbites, in-jokes from the cohort. Built for the algorithm, sized for the feed.
A proper introduction to one roster artist a week — their backstory, their catalogue, what they're working on next.
How a Soundscape × brand collaboration came together — from the brief, through the studio, to the activation. For brand partners and prospects.
Follows each SoundX cohort across two to four weeks in Lagos — the studio sessions, the market trips, the Loud Friday showcase. Released as a series per cohort.
The companion clip for every New Sound episode — a teaser of the producer-artist pair, the brief, and a preview of the track they made in 48 hours.