It is a talent contest in which the brand empowers young and passionate artists to become professionals within the music industry.

The project was launched at a national level in September 2015. It was aimed primarily at people between 18 and 25 years old, and as such its deployment was targeted at the relevant media: Firstly, posters and flyers were placed and distributed in major cities and on the campuses of the 30 biggest universities in Spain. This was followed by publicity campaigns on national radio, Spotify, Youtube, and Facebook.

A website was created to be the interface between the creators and the aspirants for the duration of the contest. 4,000 teams used this to apply to be contestants, of which 394 were selected. Each week from October to December, Ron Barceló and the mentors uploaded a video explaining that weeks challenge. In January the final was held where the 6 best teams were pitched against each other to fight it out in a series of demanding challenges.

Through the targeted campaign more than 80% of the 18-24 demographic was exposed to the project nationally. More than 100 hours of user generated video were created and uploaded by users. there were almost 4.5 million views of this content on youtube, and there were more than 5 million tweets relating to the project. This created 69,264,820 twitter impressions and became a trending topic.

In total, more than 15 million people were reached by the campaign across digital media, and it was further mentioned by media with a coverage of over 32 million people. All of this created a PR value of over €2 million.