A record label and a creator-led talent competition in one — built by Rasmus Søndergaard with Universal Music. Rasmus' community, “Chatten”, helps decide who advances through live Twitch voting; the strongest urban-music artists can be offered real record deals.
Season 1 finale held live at RUST, Copenhagen — the winner was signed by Universal.
Season 2 figures are internal estimates, not final post-campaign actuals.
Chat Records combines an actual record label with a creator-led talent competition, focused on young urban genres — rap, hip hop and R&B. Auditions, community voting and music challenges run across Twitch, YouTube and TikTok, with “Chatten” steering who moves forward through public votes.
Season 1 showed the format could move beyond content and become a genuine A&R engine. It drew 600+ audition sign-ups, 700,000+ YouTube views, a 13,250+ live Twitch finale audience, 116,000+ website visits, 35,000+ votes and 15M+ TikTok views — closing with a live finale at RUST in Copenhagen, the winner signed by Universal, and coverage in Go' Morgen Danmark, GAFFA and Soundvenue.
Season 2 scales from a successful competition into a national multi-channel platform — four live auditions across Denmark, a 7-day livestreamed bootcamp, a larger Copenhagen finale, and a structured distribution strategy across Twitch, TikTok, YouTube, YouTube Live, Snapchat and Shorts.
