Atlantic Records was looking for the next great teen band. So they turned to Deutsch to promote auditions. In an era of instant YouTube stardom, we had to convince kids to take a chance and actually prepare an audition for something where there was no guarantee of winning or getting an audience.

To convince young artists to give it a try, we reminded them that every great star began their journey to fame with one big break, and that this could be theirs. It resulted in a lot of attention and coverage within the entertainment industry, and a lot of super-talented and hardworking artists who decided to take a chance.