Adam Lambert, Colbie Caillat, Avril Lavigne and Claude Kelly are joining the list of recording artists who will mentor the dozen youngsters competing on Hub TV's fall show "Majors and Minors." including Brandy, Leona Lewis, Jordin Sparks, Sean Kingston, Mike Posner and One Republic's Ryan Tedder have already committed to assist the budding performers, aged 10-16, on the series.

Taping began this week for the show, which will premiere Sept. 23 on the former Discovery Kids that has been rebranded as the Hub across television and Internet platforms. Hasbro is Discovery's partner in the channel.

"Majors & Minors" is the rare competition show in which no performers are voted off. After 15 weeks, a valedictorian will be determined and that individual will receive a recording deal with the RCA/Jive Label Group and an opportunity to be featured in a cross-country concert tour.

"It's not about the drama," executive producer Timothy Bogart said Friday at Discovery's Television Critics Association session. "We have found children who are artists already and we watch their journey."

Bogart's brother Evan, a songwriter and TV producer whose credits include co-writes on Rihanna's "SOS," Hot Chelle Rae's "Tonight Tonight" and Brandy's last Top 40 hit, "Right Here (Departed)," said the selected performers are all individuals their company, Boardwalk, wanted to work with. Without detailing what contractual holds they would have on the performers once the show is finished, he said, "our goal is to work with all of them but we may only work with a few of them."

Brandy joined the Bogarts and executive producer Gary A. Randall to explain the show to the writers assembled. She mentioned that she has already advised to the kids to "keep family around" as they venture into show business.

All of the onstage talent agreed "American idol" has played a significant role in making children want to achieve stardom at an increasingly younger age. "Its beautiful to see all of that passion about their talent," Brandy added.

The dozen aspiring singers and dancers - who will also learn how to write songs during the show -- opened the session with a medley of the Jackson 5's "ABC" and Jesus Jones' "Right Here, Right Now."