"We don’t discover, we create," proclaims the homepage of At Night Management’s website. It’s a mantra that founder Ash Pournouri has followed throughout his career -- including making Swedish DJ Avicii into a global star -- but is one he's now turning on its head with his latest enterprise, Self Made, a multi-platform music talent search entirely decided and judged by the public.
"We’re giving all the power to people because that’s exactly how it is in real life," Pournouri tells Billboard. "Self Made mirrors the realities of the current ecosystem. In today’s world, to get signed with a big commitment from a label or a booking agency, you have to promote yourself. No one will give you a big check unless you have proven that you can connect with an audience."
To that end, Self Made offers aspiring and unsigned artists the chance to build a following by uploading performance videos onto the platform that are then voted on by the public. After six weeks, the 21 most popular acts go through to a "development phase," where they will receive online coaching by established artists, producers and influencers. From there, the top 12 will gather in the Swedish capital city of Stockholm for both studio and live sessions, highlights of which will be streamed online and broadcast on a primetime slot on Swedish TV network Kanal 5.