Country star and former “The Voice” coach Kelsea Ballerini is stepping into a new role as she joins a nationwide talent search aimed at finding the next breakout music artist. The new contest, launched by SoFi and the Country Music Association (CMA), gives emerging performers to apply.
Entries are open through April 30, with finalists selected by SoFi and a winner decided through a mix of industry judging and public vote.
The contest, called “Amplify Your Ambitions,” focuses on helping artists build real careers, not just gain attention. SoFi said in its official announcement that the initiative is designed to support musicians who often fund their own work while trying to break into the industry.
The contest offers a major financial push. One artist will win a $200,000 grand prize, while two runners-up will receive $50,000 each. Finalists will be selected by SoFi and then judged through a mix of industry input and public voting.
The three finalists will perform June 4 in Nashville ahead of CMA Fest, where the winner will be announced. Judges include Ballerini, songwriter Shane McAnally and SoFi Chief of Financial Empowerment Vivian Tu, according to SoFi’s official announcement.
Applicants must submit original material and explain how they would use the funds to grow their careers. The program focuses on real career support, not just exposure, with SoFi saying it aims to help artists who face financial barriers early in their journey.
Kelsea Ballerini Brings ‘The Voice’ Experience Into New Talent Search
Ballerini’s role goes beyond judging. She is expected to help guide finalists and shape how they present themselves on stage. In an interview with People, she said she plans to support artists rather than critique them harshly. “I’m probably going to be more of an encourager,” she told the outlet, adding that she wants artists to feel confident in their own voice.
“I know firsthand how much it takes to build a career in music, especially when you’re funding it on your own,” Ballerini said in SoFi’s official press release.
“We’re looking for artists with passion, determination, and a strong sense of who they are.”
Ballerini also took to Instagram to promote the contest and speak directly to aspiring artists. In a video post, she asked, “What would you do with $200,000 for your music career?”
She said many artists are held back not by talent but by financial limits, adding that recording, production and equipment costs “add up fast.” She encouraged musicians to apply and said the opportunity is about investing in yourself and your future. “I’ll be watching, I’ll be listening, and see you in Nashville,” she added in the video.
That approach connects directly to her time on “The Voice”. NBC confirmed she became a full-time coach in Season 27, after several earlier roles on the show. She first joined in Season 15 as the “Comeback Stage” coach, where she worked with contestants who did not get chair turns during blind auditions.
She later returned as an advisor for Kelly Clarkson’s team in Season 16 and stepped in as a temporary coach in Season 20 when Clarkson was briefly absent. Those roles gave her hands-on experience working with artists at different stages, from early setbacks to live performances.
Kelsea Ballerini’s CMA Talent Search Helps Emerging Artists Break-Through
GettyThe structure of the contest removes several layers seen in traditional shows. There are no weekly episodes or elimination rounds. Instead, artists submit directly, get reviewed, and move toward a final live performance.
Public voting still plays a role as according to SoFi’s press release, fans will help decide the winner alongside the judges. That keeps audience engagement while still giving industry professionals a strong say in the final decision.
The CMA’s involvement adds another level of visibility. The final performance takes place during CMA Fest week, one of the biggest events in country music. That setting gives finalists direct exposure to industry insiders and fans at the same time.
Ballerini’s own story connects to the mission of the contest. She moved to Nashville as a teenager, signed her first deal at 19, and broke out with her debut single in 2014. Since then, she has built a steady career with hit songs, major awards, and crossover success.
That background is why the financial angle matters here. The contest asks artists to explain how they would use the prize money, which puts real focus on career growth. It is not just about talent but about how artists plan to build a future in music, as stated in SoFi’s official press release.
The final event in Nashville will bring everything together. Three artists will take the stage, judges will weigh in, and fans will help decide the outcome. By the end of the night, one artist will walk away with the top prize and a major step forward in their career.
