By Debra Wallace
Los Angeles, California (The Hollywood Times) 01/04/2024
Noted Music Producer Herb Middleton has always been frustrated by the way music talent is developed and knew there had to be a better way…so he created one himself.
Middleton is the genius behind The Next, a unique new contest to find and nurture the next great R&B talent with highly specialized artist development. They want to know if you have what it takes to be The Next, R&B star.
There is no one better to launch this contest than Middleton, a Multi-Platinum Grammy Nominated Record Producer, who is best known for working with major artists including Biggie, Mary J. Blige, Usher, Al Green, Nas, and SWV.
With great enthusiasm and pride, Middleton, a renowned music producer, is teaming up with celebrated featured artist and close friend Jacci McGhee, who toured with Toto and is known for her hit, Make It Last. Both formidable artists believe this is the perfect time to launch this contest. Producer and Creative Director Christopher Bruce is also an integral part of this endeavor.
“The way the music industry is run right now with the digital market, you have a lot of artists who don’t have the proper training, and don’t really get the right development to be successful in the area of the music business,” Middleton recently explained. “I’ve always been inspired to help artists and give them a chance; especially the ones that are talented, business-minded, and with good character.”
He said that while many musicians are singing in their bathrooms, and they can buy beats, they are not getting produced, and they are not getting the artist development that they need to forge the music career they seek.
“So, Jacci and I came up with this idea to give the top five ‘worthy’ artists the opportunity they want and need,” said Middleton.
“We want to help them discover what their voice does well, or where it maybe misses the mark. This could fill a gap for people who want to make their mark and don’t know how,” he added. “We don’t want to look at it as much as a competition; it is more of a major way to grow into becoming that artist that they dream of being.”
While music makers and music creators are familiar with competitions such as American Idol, The Voice, and America’s Got Talent, Middleton said that among the many things that make The Next unique is that it is extremely hands-on.
“Instead of this big stage we are used to, this is a little stage with a big heart,” Middleton said. “I want to say to those talented people here is a chance to excel. Chris and I have run across some extremely talented people.”
When asked for tips on how to approach The Next, Middleton said the key is “not to think about competing. Each contestant should think about being the best that they can be. I picture some of that fresh, young, and naive enthusiasm, you that’s what hopefully we’re going to see.”
Why does he feel this way? “As far as I’m concerned, competition has a way of poisoning the soul,” he says. “So, we are not presenting a regular competition, we want to filter out who’s the real deal and who is The Next? We hope to get a lot of great voices, but it must be more than that. Nobody’s perfect, but we want people who have both a great voice and great character.”
Middleton explained that the music industry, which has always been a money-making business, no longer has “any substance, foundation, or passion for music, which is why there is cookie-cutter music being produced.”
He adds “We are looking to find that unique talent to offer the opportunity for longevity. This is why the quality of the personality and character is important. We don’t want someone to lose their head after the first or second record; we want them to stay humble. We are looking for someone who has the talent, but also stays focused on the love of making music.”
After completing the first contest, the organizers hope it could be a recurring concept that will create future opportunities for aspiring singers. He said that with the submissions there can be some light musical accompaniment, but Middleton is looking for the singer to shine. “They could have music or it could be acapella. We will be listening for the voice.”
The key, he said, is for everyone involved to have fun and to become excited about the learning process. “They should come to this with a gift, and be willing to be open to a whole new horizon of talent that they have never seen before.”
Accomplished musician and performer Jacci McGhee is looking forward to working with Herb Middleton and Christopher Bruce and encourages everyone – regardless of their age – to give it a dream. “It’s never too late if you want to sing or play an instrument, at age 50 or 60, as long as you have breath in your body.”
McGhee has sage advice based on her experience as a professional musician and performer. “I would say not to come in this believing that this is your entire life because some people come into the music industry and they are so let down that they wind up doing crazy things because they feel let down.”
She also warned that even if you have the talent, not everybody has everything that it takes to make the dream a reality. “But if you believe that you have something special to share, you can move the audience in a small room. And it doesn’t matter if you have 10, 10,000, or a million fans. It’s about if you are walking into a room or coming on stage and performing in your corner of the world and taking the hearts of everybody sitting around you.”
While McGhee says people enjoy American Idol and the other competition shows, she sees The Next as a unique concept. “To me, The Next has the potential to set up tours after all of the fans fall in love with the winners. People can watch these new artists grow and bloom, and turn into these beautiful flowers.”
She fondly remembers performing at malls, on college campuses, theaters, and itty-bitty hole-in-the-wall clubs when she got her start because this was part of the promotional programs from the record labels before she eventually went on to stadiums.
“It can’t be about the love of the money, because the money comes and goes,” McGhee adds. “It’s about the love for what you are doing, and that is a great direction for The Next.”
Her best advice for those who want to enter the contest is the same advice she would give any new up-and-coming artist, or any artist who has been in the business, that still doesn’t have an audience, which is, “You have to make an audience. Think about them as your cousins, friends, sisters, and brothers, and sing to them. It’s about bringing everybody in and making everybody feel comfortable.”
When she performs, she wants the audience to sing along, clap their hands, wave their hands, and do whatever moves them when they feel the music. “It’s about doing this together,” explains McGhee. “Because this is our living room. This is what we do to make each other feel good. So, let’s just do it and do it together.”
The contest kicked off with the New Year and submissions are closing on Thursday, January 11, 2024. The submission fee for this once-in-a-lifetime opportunity is $99.00, and submissions are here.
In the ensuing days, The Next team will meet via Zoom with the top finalists and choose the winning participant on January 17. The winner will collaborate with Jacci McGhee, Herb Middleton, and the creative force behind King Creative, Christopher Bruce, to create an original song.
Finalists must be available for Zoom meetings on January 12-16 and be flexible for studio time in Wilmington, Delaware, from January 20 to February 20, 2024, including weekends.
The winner may perform in Indianapolis, Indiana, during the NBA All-Star Game Weekend Celebrations on February 16.
Website: https://areyouthenext.com/