Has Simon Cowell lost his mojo? Seven things you need to know about the music mogul's new direction

"1. Cowell is chasing a new direction Simon Cowell: The Next Act, which hit Netflix on Wednesday, follows Cowell in his bid to put together the next One Direction, and do his bit to reassert western dominance in the only sphere that matters: the pop charts! There hasn't been a boyband from the UK or America who I think is as exciting as these K-pop artists, Cowell declares. But while he's convinced of the ginormous opportunity for a male version of the Spice Girls, the six-part docuseries has been widely panned, with reviews describing it as anachronistic and even bleak."

"Though physically incapable of furrowing his brow, Cowell has obvious disdain for YouTube, TikTok and the routes devised by young people to get around industry gatekeepers like him. You've got to get out of your bedroom and come along and audition! he barks during an interview. He is forced to confront his hubris when, one week away from auditions, Cowell learns his campaign has drummed up 160 applications, only 93 of whom are within the eligible age range."

"Searching for future stars, Cowell labours the importance of open-call auditions, billboard marketing and regional radio promotion. At one point he even slaps wheat paste on a poster himself, hoping for some media attention though he has always believed radio is the best tool. Cowell and his fiancee Lauren Silverman with contestants from Simon Cowell: The Next Act. Photograph: Dave Benett/Getty Images for Simon Cowell: The Next Act"

Simon Cowell pursues a new boyband through Simon Cowell: The Next Act, aiming to recreate One Direction-style success and reassert western dominance on the pop charts. The six-part Netflix series prioritizes traditional promotion methods including open-call auditions, billboard marketing and regional radio. Cowell expresses disdain for YouTube and TikTok and insists on in-person auditions, while campaign results reveal low eligible-applicant numbers. Scenes show Cowell pasting posters and leaning on radio as the primary tool. Critical reception frames the effort as anachronistic and bleak, highlighting a mismatch with contemporary digital-driven artist discovery and promotion.

Read at www.theguardian.com