Smirnoff, a leading vodka brand, is launching a new reality television show, Master of the Mix. In a quest to crown the hottest DJ in the world, Master of the Mix is hosting multiple DJs in cities throughout the world to determine the ultimate mix master.
Hosted by Grammy nominated producer/DJ, Just Blaze, and world famous DJ, Kid Capri, the show will pit the world’s most prominent DJs against each other in head-to-head competition. The show is produced by GTM and Ben Silverman’s next generation studio, Electus.
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“Master of the Mix marks the brand’s first venture into reality television and we couldn’t be more thrilled at the opportunity to work with some of the most influential leaders in the music industry,” said David Tapscott, brand director, Smirnoff.
“Smirnoff has always been a part of the nightlife culture, encouraging responsible partying for years and since we’re working with some of the most influential DJs who control the night, the partnership between the two spaces feels natural to us.”
The competition kicks off at the DJ’s base camp for the show, a luxurious home in the Hollywood Hills, and quickly moves to Sin City where the DJs spin at The People’s Challenge, a massive vodka tasting event for Smirnoff at Tao Nightclub in Las Vegas.
From there, the show follows the DJ’s from city to city – and party to party – including Miami, Los Angeles, New York and London, where contestants will put their skills to the test in a series of challenges.
Judged on their technical ability, track selection, originality, and crowd response, DJ’s will be competing for the title of Master of the Mix, as well as $250,000 in cash and prizes, including a personalized Smirnoff bottle.
Kid Capri, who deejayed for Russell Simmons’ Def Comedy Jam and has produced sessions for Heavy D, Boogie Down Productions, and Quincy Jones, will anchor judging booth, while industry veterans such as Biz Markie will make guest appearances throughout the season.
GTM, a 360 degree marketing and content development agency, in partnership with Electus, serve as the show’s creators and executive producers.
Electus also owns the international distribution rights to bring the format to global markets. Creative Artists Agency brokered the deal for Electus with GTM.
The show will air Wednesdays at 10:30 p.m. EST beginning November 3, 2010 on Centric, a 24-hour music and entertainment channel with its finger on the pulse of an ever-changing and sophisticated African-American audience, says Smirnoff.
The show re-airs on Saturday nights at midnight EST on BET, a leading provider of entertainment, music and news television programming for the African-American audience.