The Apollo Theater has has teamed up with CAA and has its sights set on expanding the Harlem mainstay in an effort to support the non-profit and its initiatives.
As part of that expansion a partnership with BET is forthcoming, entitled “Apollo Live!” The reality competition show is based on the Apollo’s well-known weekly Amateur Night competish. Tony Rock is set to host the competition. The series will be executive produced by Jamie Foxx with Marcus King and Don Weiner. Expect music industry veterans: Gladys Knight, Doug E. Fresh and Michael Bivens (New Edition & Bell Biv DeVoe) as contestant advisors.
Drawing upon the Apollo Theaters attracting a heavy tourist crowd they have decided to go forth with this liscensing effort. Expect to see Apollo Live linked to film, publishing, new media, touring productions, and more. Chief Executive Jonelle Procope of The Apollo Foundation had this to say about the deal “The licensing opportunity is really something that has legs.”
They hope to take the earning from the liscensing to fuel the organizations growing lineup of programming: Amateur Night, Apollo Music Cafe, and educational offerings like internships and master classes for midcareer pros.