Want to spend every day with Justin Timberlake? Well, he wants to spend every day with you too — at least, on your phone. The singer's starting his own channel on Verizon Wireless' VCast called JT-TV.
"It started from Verizon sponsoring the tour, and they came to me with the initial idea. 'What if you had your own channel? What would it be like to be backstage with you?' " Timberlake said. "And instead, I was like, 'What would it be like to be there every day with us?' "
The backstage footage will be part of JT-TV's lifestyle channel, which has yet to launch. The first priority, Timberlake said, is the fashion channel, which launched Friday from Timberlake's party at the Avalon in Hollywood, where Jennifer Hudson, the Black Eyed Peas, Danity Kane, Kenna, and Nelly Furtado performed (see "Aguilera, Hudson Play For Clive Davis; FOB Rock Roots' Grammys Eve Jam").
"That's the biggest thing that came out of all this," Timberlake said. JT can tie the fashion channel in with William Rast, the clothing line he launched with best friend and business partner Trace Ayala (see "Timberlake Wants To Rock Your Body With A New Clothing Line"). So for one of the segments, for instance, Ayala takes the viewer on a tour of the backstage goings-on as the models get done up for a fashion show. "Let's see if they're ready," Ayala teases in the video.
Filming for the fashion channel started at the Avalon event, while other channels focusing on music and movie programming will follow starting in March.
"This really has been a huge work in progress," Timberlake said. "When Verizon said, 'What if you could put on your original content?,' I said, 'Why don't we just have channels where I can put my favorite music videos up? My favorite movies?' It's crazy how you get there, but it all started from them sponsoring the tour."
"For us to have access to our artists on the level that Verizon is doing is vital," said Clive Davis, Justin's label boss. "For years, we've been too dependent on radio, and if radio narrows its formatting and it's disenfranchised certain formats of music, we have to see, how do we get around radio, which traditionally has been the main trigger of our artists."