Season 11 of The Voice premieres Monday, Sept. 19, but NBC is providing ways for Voice fans to get their fix before the singing competition returns for real. Every Monday between now and the premiere, there will be a new episode of "The Voice on Snapchat," starting with a post-Olympics preview.
"The Voice on Snapchat" is exactly what it sounds like: a version of The Voice made exclusively for the messaging and entertainment app. It can be seen on Snapchat Discover, the app's TV-like institutional publisher hub).
The coaches — Blake Shelton, Adam Levine, Miley Cyrus and Alicia Keys — review video submissions from hopefuls and pick which singer they want on their team. (In the first 28 hours of "The Voice on Snapchat'"s open submissions, 20,000 fans sent in singing videos.) The first episode, which is up now, is Alicia Keys' choice. Next Monday will feature Levine, followed by Cyrus then Shelton. The winner will be chosen on the season finale, on the 19th, and may appear during the The Voice's season premiere.
"The Voice on Snapchat" is a smaller, looser version of the big show. The coaches hang out backstage together and watch the user-submitted videos on a phone. The production incorporates Snapchat staples like emoji overlays (no one uses the dog filter in the first episode, but there are still four to go). It's a very natural-feeling extension of the show that makes good use of Snapchat's highly specific format.
It's the first show to result from NBCUniversal's partnership with Snapchat, and the first Snapchat version of an established TV show. It's a big deal both for Snapchat, which is taking big steps to grow from a messaging app to a bona fide entertainment destination, and for traditional TV, which is going out of its way to reach young viewers who don't bother with cable, but use smartphone apps all day every day. The Snapchat/NBC partnership will continue with Snapchat editions of Saturday Night Live and The Tonight Show, both of which are coming soon.
The first episode of "The Voice on Snapchat" will disappear tomorrow, so make sure you check it out today and every Monday leading up to The Voice's season premiere, Monday, Sept. 19 at 8/7c on NBC.