VARIETY Announcement: “Missy Elliott Project”
Tue., Mar. 2, 2004, 10:00pm PT
Rap gets a UPN reality check
Elliott seeks all-around performer in skein
By JOSEF ADALIAN
A Missy Elliott-led search for a rap superstar is under construction at UPN. Skein will allow aspiring hip-hop entertainers the chance to compete for stardom while traveling on the road with Elliott during a portion of her upcoming U.S. tour. Shapiro/Grodner Prods. (”Big Brother”) is on board to produce the untitled project in association with Monami/Violator Prods.
“It’s ‘Survivor’ meets ‘American Idol’ meets a little bit of ‘Top Model’ meets ‘The Apprentice,’ ” exec producer Allison Grodner said of the untitled project, which begins casting Sunday in Los Angeles.
Arnold Shapiro, Grodner, Mona Scott, Jay Blumenfield and Anthony Marsh are exec producing the skein. Elliott will get a co-exec producer credit.
“The show’s about finding an all-around entertainer who can sing, dance, rap and give attitude,” Grodner said, crediting Scott and Jessica Horowitz with creating the concept for the show.
Scott, who’s also Elliott’s manager, said part of the show will explore “what superstars go through to get where they are.”
“We’re going to have contestants live that life and make sure they have what it takes to withstand the lifestyle,” she added. “It’s a lot of talent search, with competitive elements thrown in for good measure.”
Contestants will follow Elliott’s tour bus as it makes its way from Carnegie Hall to Los Angeles.
“They’ll be in a much less glamorous bus,” Grodner said. “They’ll have to figure out how to crew a concert, how to get into a VIP lounge, how to do all the things associated (with stardom),” Grodner said.
UPN has already found success partnering with celebs, both on the scripted and unscripted front. Most recent example has been “America’s Next Top Model,” from exec producers Tyra Banks and Ken Mok.
Untitled Elliott project will likely be in production for three weeks in May, with a debut date yet to be determined.
Shapiro and Grodner are working on the UPN skein at the same time they ready “Blow Out” (with Ben Silverman) for a summer bow on Bravo and “Big Brother 5,” which returns to CBS in June or July.
Duo have worked with Blumenfield and Marsh (a k a The Jay and Tony Show) before, most recently on Showtime’s “Family Business.”
Elliott is a five-time Grammy winner, most recently winning for the 2004 statuette for best female rap solo perf. She’s about to hit the road with Beyonce and Alicia Keys, though that tour will not be part of the UPN project.